Title: Effect of gender and unplanned shopping on healthy product buying and digital technology use

Authors: Vikas Agrawal; Dale Cake; George Gresham

Addresses: Davis College of Business, Jacksonville University, 2800 University Blvd N, Jacksonville, FL 32211, USA ' College of Business Administration, Savannah State University, 3219 College St., Savannah, GA 31404, USA ' Davis College of Business, Jacksonville University, 2800 University Blvd N, Jacksonville, FL 32211, USA

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.

Keywords: digital technology use; in-store stimuli; unplanned shopping; gender effect; healthy product buying.

DOI: 10.1504/IJEMR.2022.119244

International Journal of Electronic Marketing and Retailing, 2022 Vol.13 No.1, pp.25 - 42

Received: 25 Feb 2020
Accepted: 21 Sep 2020
Published online: 30 Nov 2021 *

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