The adoption of online grocery shopping: the case of Dutch seniors

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Online grocery shopping is an upcoming trend in the Netherlands. However, older consumers are lagging behind in this adoption process. Therefore, this study aims to determine which factors contribute to the adoption of online grocery shopping among Dutch older consumers. In line with the Technology Readiness Index, factors that function either as drivers or as inhibitors have been studied. A survey is conducted among Dutch older consumers (N = 442). Results of a multiple regression analysis show that eight factors, a) convenience orientation (+), b) perceived risk (-), c) innovativeness (+), d) household size (+), e) gender, f) grocery-specific perceived risk (-), g) health issues (+) and h) delivery fee (-), account for 32.3% of the explained variance in the intention to adopt online grocery shopping among older consumers in the Netherlands. The first three predictors, account for 25.6% of the explained variance and are described as selective innovativeness. Findings suggest that 21.5% of older consumers has the intention to use online grocery shopping in the coming year. This implies that there are possibilities to increase traffic of older consumers in online grocery shopping. In order to do so, retailers should implement a marketing strategy that highlights how convenient and safe it is to order groceries online.
Faculteit der Managementwetenschappen