Purchasing grocery online in a nonmetro city: Investigating the role of convenience, security, and variety

Abstract

This study targets consumers of a nonmetro city to assess their perceptions about online grocery shopping. Earlier grocery companies were targeting only selected metro cities. However, recent reports have indicated that nonmetro cities can also become a profitable market for online grocery retailers. This study is an attempt to provide an empirical analysis related to the beliefs and the attitude of target consumers about online grocery shopping. By applying belief–attitude–behavior approach, the study tests the relationships between convenience, security, and variety with attitude and social norms (SNs) and thereof the relationship between attitude and social norms with purchase intention of online grocery. The results of the study indicate that both attitude and SNs have a significant positive relation with online grocery purchase intention. Convenience is significantly related to attitude but not with SNs. Both security and variety significantly predict each of attitude and SNs.

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