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Preferences for online grocery shopping during the COVID-19 pandemic — the role of fear-related attitudes

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  • Budziński, Wiktor
  • Daziano, Ricardo

Abstract

In this study, we employ a choice experiment to analyze New York City residents’ preferences for online grocery shopping at the beginning of the COVID-19 pandemic. We employ a latent class specification to identify three market segments and estimate consumers’ willingness to pay for a variety of attributes of online grocery services related to the quality of the stock, delivery characteristics, and the cost of the online order. We characterize consumers in each segment by their observed characteristics as well as fear-related latent variables. On the one hand, we find that individuals who are actively protecting themselves against COVID-19 have a higher willingness to pay for almost all attributes. On the other hand, consumers who avoid crowds have a lower willingness to pay, but they assign relatively higher importance to no-contact delivery.

Suggested Citation

  • Budziński, Wiktor & Daziano, Ricardo, 2023. "Preferences for online grocery shopping during the COVID-19 pandemic — the role of fear-related attitudes," Journal of choice modelling, Elsevier, vol. 47(C).
    • Handle: RePEc:eee:eejocm:v:47:y:2023:i:c:s1755534523000179
    DOI: 10.1016/j.jocm.2023.100416
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    More about this item

    Keywords

    Online grocery shopping; COVID-19 pandemic; Choice experiment; Crowd avoidance; Hybrid choice model;
    All these keywords.

    JEL classification:

    • C35 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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