Fifty-One Reasons Consumers Shop for Groceries Online: A Mixed-Methods Examination of Motives for Online Grocery Shopping in the United States and Germany

Abstract

The overall goal of this paper is to examine and compare the motives for consumers to shop for groceries online in the United States (US) and Germany, while a concrete aim is to extend our understanding of these motives across countries, and to examine to what extent compliance with nutritional goals and healthy eating play a role in the channel choice of present-day consumers. The answers to these questions will help to understand to what extent shoppers in different countries engage in online grocery shopping (OGS) in order to promote healthy eating, and formulate recommendations for future research and practice on the potential of OGS as a tool to promote healthier nutrition choices.

A slightly modified version of the essay will be published in the Journal of Food Products Marketing; Reference: Blitstein, Jonathan, Frentz, Florentine, Jilcott Pitts, Stephanie Bell. A mixed-method examination of reported benefits of online grocery shopping in the United States and Germany: Is health a factor? Journal of Food Products Marketing, in press.