Consumers’ willingness to buy food through the internet: A review of the literature and a model for future research

Abstract

Purpose

The purpose of this paper is to review literature on factors that may have an impact on consumers’ probability to buy food over the internet, and to suggest a model that can guide future research.

Design/methodology/approach

Determinants of consumer intention to buy food via the internet are sorted into the categories medium, product, consumer, firm, and environment. In order to draw the various results together and provide a coherent framework for future research, a model is proposed that combines the theory of planned behaviour and the lifestyle construct.

Findings

While a lot of scattered evidence is available, there is a need for a coherent, operational, theory‐based model that can summarize findings and guide future research.

Research limitations/implications

The proposed model is operational and can be used in future empirical research on consumers’ food shopping via the internet.

Practical implications

The literature review suggests that concepts combining convenience and an emphasis on information intensive food products will be most successful, and that consumers having a “wired lifestyle” are the most likely users. However, much more detailed insights will be possible by using the proposed model.

Originality/value

The paper is the first comprehensive summary of evidence on consumer food shopping via the internet. It will be useful basis for future research on this topic.

Citation

Grunert, K.G. and Ramus, K. (2005), "Consumers’ willingness to buy food through the internet: A review of the literature and a model for future research", British Food Journal, Vol. 107 No. 6, pp. 381-403. https://doi.org/10.1108/00070700510602174