Consumers´ behaviour towards online grocery shopping

• Autor(a) principal: Ruivos, Cristina Marie
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/39098
• topic: Consumer behaviour; Attitudes; Intention theory of planned behaviour; Online grocery shopping; Comportamento do consumidor; Atitudes; Teoria da intenção de comportamento planeado; Compras de mercearia online; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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.