Title: The influence of perceived risk and branding on fresh produce purchase online

Authors: Archana Kumar; Eklou Romaric Amendah

Addresses: Department of Marketing, Feliciano School of Business, Montclair State University, SB 585, 1 Normal Avenue, Montclair, NJ 07043, USA ' Business Administration Department, School of Business, University of Southern Maine, 96 Falmouth Street, Portland, ME 04103, USA

Abstract: The overall objective of this study is to examine consumer attitudes toward online fresh produce shopping using perceived risk factors such as performance, financial, and social risks. Online grocery shopping has picked up steam in the US since the beginning of the pandemic; however, the purchasing habits of fresh produce remains unclear. Shopping for fresh produce online has several issues including inherent variability of the produce, difference in customer preferences, delivery, and freshness issues. This study identifies some risk factors associated with purchasing fresh produce online and highlights the role of branding as a means to mitigate these risks. The authors use structural equation modelling to analyse the data. A multi-group structural approach is also used to examine the impact of the moderating variables on the causal relationships. The results show that financial concern is the biggest risk factor and branding the fresh produce reduces this risk considerably.

Keywords: online fresh produce; branded fresh produce; performance risk; financial risk; social risk.

DOI: 10.1504/IJIMA.2024.140446

International Journal of Internet Marketing and Advertising, 2024 Vol.21 No.1/2, pp.180 - 201

Received: 14 Mar 2022
Accepted: 07 Sep 2022
Published online: 19 Aug 2024 *

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