Online grocery shopping behavior during COVID-19 pandemic: An interdisciplinary explanation

Kharabela Rout, Priti Ranjan Sahoo, Archana Bhuyan, Arvind Tripathy and Smrutirekha

Cogent Business & Management, 2022, vol. 9, issue 1, 2084969

Abstract: The second wave of COVID-19 forced many countries to impose a strict lockdown to check the escalated infection rate. The imposed lockdown and social distancing made people involuntary home arrested, and people shifted back to virtual space by adopting, starting from work from home to online shopping. The essentials such as food and grocery shopping moved from brick-and-mortar stores to online stores. Consumers immensely adopted online grocery shopping to cope with the severity of the second wave of COVID-19. This study predicts consumers’ online food and grocery buying behavior during a pandemic by considering the health threat-related and perceptual factors that got neglected in the extant literature. The current study adopted Protection Motivation Theory (PMT) and Technology Acceptance Model (TAM) as a theoretical lens to explain the online grocery buying intention of Indian consumers in the COVID-19 pandemic scenario. Data was gathered from 133 online grocery consumers and were analyzed using Smart-PLS 3 to examine the proposed model. The study revealed that factors, namely self-isolation intention, perceived ease of use, perceived usefulness, and customer perceived value, have positively and significantly predicted the online grocery shopping intention. Further, the perceived usefulness and self-isolation intention positively and greatly influence the customer perceived value. A small sample is noted as the prime limitation of the study. Managerial and theoretical implications are suggested in this study.

Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2022.2084969 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:9:y:2022:i:1:p:2084969

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2022.2084969

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().