The impact of meal-kits on the amount of money consumers spend on utilitarian and hedonic food products
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2023-07-04
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en
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This study examined the effects of the purchase incidence of meal-kits on consumer spending on supermarket, utilitarian, and hedonic food products. Moreover, the study examined whether the relationships between the purchase incidence of meal-kits and consumer spending on utilitarian and hedonic food products were moderated by convenience-orientation and health-orientation. To investigate the possible effects, an online survey was conducted among 234 Dutch consumers in which consumers were asked about their purchase incidence of meal-kits, spending on (various) supermarket products, convenience-orientation, and health-orientation. The data was analysed in SPSS using three multiple regression analyses. The results show that consumers spend neither more or less money on supermarket, utilitarian, and hedonic food products when they purchased a meal-kit. Similarly, the relationships between the purchase incidence of meal-kits and consumer spending on utilitarian and hedonic food products were not moderated by convenience-oriented and health-oriented consumers. This study was first in investigating these main effects and moderating effects and, therefore, contributes to the existing literature. Finally, the study provides supermarkets with useful insights into how to increase the amount of money consumer spend on supermarket, utilitarian, and hedonic food products and meal-kit delivery services with recommendations on how to attract more meal-kit consumers.
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Faculteit der Managementwetenschappen