Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior

This paper tests the ability of two consumer theories-the theory of reasoned action and the theory of planned behavior-in predicting consumer online grocery buying intention. In addition, a comparison of the two theories is conducted. Data were collected from two web-based surveys of Danish (n = 1222) and Swedish (n = 1038) consumers using self-administered questionnaires. These results suggest that the theory of planned behavior (with the inclusion of a path from subjective norm to attitude) provides the best fit to the data and explains the highest proportion of variation in online grocery buying intention. (C) 2004 Elsevier Ltd. All rights reserved.