Determinants of online food purchasing: The impact of socio-demographic and situational factors

• Published in: Journal of retailing and consumer services 2021-05, Vol.60, p.102473, Article 102473
• Main Authors: Dominici, Andrea, Boncinelli, Fabio, Gerini, Francesca, Marone, Enrico
• Format: Article
• Language: English
• Subjects: E-Commerce; E-Grocery; Italian consumers; Online attitudes; Online shopping
• ISSN: 0969-6989; 1873-1384
• DOI: 10.1016/j.jretconser.2021.102473

The amount of food sold online is increasing, but it accounts for a small share of total e-commerce. In this study, we investigate the factors that influence individuals' likelihood to buy food online. Applying a logit model to a sample of 34,488 respondents who participated in the Italian National Institute of Statistics multipurpose survey ‘Aspects of Italian Daily Life’, we explore the effects of socio-demographics and situational factors. We found that the food-online consumer is likely to be a young, well-educated, female, living in a small family, with a very good or adequate overall economic condition. Among situational factors, working time, being obese, having health problems, and practising a sport regularly positively affect the probability to buy food online. Surprisingly, distance from brick-and-mortar stores and car possession are not predictors of online shopping. These findings can support marketers and retailers in defining their marketing strategies and enhance the knowledge of this emerging food market. [Display omitted] •Socio-demographic traits and situational factors influence e-grocery shopping.•Smaller households are more likely to buy food online.•Obese individuals and people with poor health are likely to buy food online.•The distance from the stores does not influence the choice to buy food online.