Consumers' behavior towards online grocery shopping

Abstract

The purpose of this article is to examine the ability of the theory of planned behavior - in predicting the online grocery purchasing intentions of Portuguese consumers. The empirical investigation included a sample of 100 people. A main component and two stage cluster analysis methodology was used to identify three well-defined and highly interpretable categories based on attitudes, norms, perceptions from the Theory of planned behaviour (TPB) which were then profiled by demographic and grocery purchasing characteristics. The study's key findings reveal that attitude and perceived behavioral control are the components that have a substantial impact on influencing Portuguese consumers' intention to purchase online groceries.

Date of Award	11 Jul 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Sottomayor (Supervisor)