Effect of gender and unplanned shopping on healthy product buying and digital technology use
by Vikas Agrawal; Dale Cake; George Gresham
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 13, No. 1, 2022

Abstract: Ever-changing grocery shopping habits of consumers create many challenges and opportunities for decision makers in the retail grocery industry. This paper focuses on consumers' in-store digital technology use and healthy product buying habits and their relationship with gender and unplanned spending. Specifically, among the six shopping components studied, the digital technology use and desire for healthy products explain many consumers' in-store shopping habits. This study finds that the shoppers who engage in unplanned shopping tend to use digital technologies more often to enhance their shopping experience. Additionally, there is a significant interaction effect of gender and unplanned shopping on healthy product buying habits. Findings of the study have implications for practical digital promotion stimuli, messaging, and targeting strategies, as well as unplanned shopping and communication theory.

Online publication date: Tue, 30-Nov-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Marketing and Retailing (IJEMR):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com