How the Covid-19 Pandemic Is Changing Online Food Shopping Human Behaviour in Italy

被引:152
作者
Alaimo, Leonardo Salvatore [1 ]
Fiore, Mariantonietta [2 ]
Galati, Antonino [3 ]
机构
[1] Italian Natl Inst Stat Istat, I-00184 Rome, Italy
[2] Univ Foggia, Dept Econ, I-71121 Foggia, Italy
[3] Univ Palermo, Dept Agr Food & Forest Sci, I-90128 Palermo, Italy
关键词
online grocery shopping; situational factors 2019; global pandemic; consumer behavior; m-commerce; proportional odds version of the cumulative logit model; GOODNESS-OF-FIT; ASSESSING PROPORTIONALITY; EMPIRICAL-ANALYSIS; CONSUMER ADOPTION; WINE INDUSTRY; SOCIAL MEDIA; GROCERY; ACCEPTANCE; TESTS; SATISFACTION;
D O I
10.3390/su12229594
中图分类号
X [环境科学、安全科学];
学科分类号
083001 [环境科学];
摘要
The advent of the Internet has significantly changed consumption patterns and habits. Online grocery shopping is a way of purchasing food products using a web-based shopping service. The current COVID-19 pandemic is determining a rethinking of purchase choice elements and of consumers' behavior. This work aims to investigate which characteristics can affect the decision of online food shopping during the pandemic emergency in Italy. In particular, the work aims to analyze the effects of a set of explanatory variables on the level of satisfaction for the food online shopping experience. For achieving this aim, the proportional odds version of the cumulative logit model is carried out. Data derive from an anonymous on-line questionnaire administrated during the first months of the pandemic and filled by 248 respondents. The results of this work highlight that people having familiarity with buying food online, that have a higher educational level and consider food online channels easy to use, appear more satisfied for the food online shopping experience. These findings can be crucial for the future green global challenges as online shopping may help to reach competitive advantages for company sustainability.
引用
收藏
页码:1 / 18
页数:18
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