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Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape

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  • Cervellon, Marie-Cécile
  • Sylvie, Jean
  • Ngobo, Paul-Valentin

Abstract

This paper investigates the influence of consumer shopping orientations on grocery channel attractiveness and choice. It extends the concept of shopping orientation (utilitarian and hedonic) to account for emerging motivations among French consumers: shopping in line with sustainable and ethical values. In doing so, it helps profile segments of consumers who choose to shop through new online channels (Drive through) and newly deployed store formats (city stores). A sample of 300 French customers, responsible for shopping in the household, was surveyed. Hypotheses were tested through Latent Class Analysis and Structural Equation Modeling with categorical outcomes. Our findings indicate that consumers shopping orientations influence the way consumers will combine the different channels and store formats for grocery purchase. In particular, our results highlight the importance of responsible retail practices and ethical assortments in consumers' choice of online formats whilst local product orientation influences the choice of city stores and market places.

Suggested Citation

  • Cervellon, Marie-Cécile & Sylvie, Jean & Ngobo, Paul-Valentin, 2015. "Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 31-51.
    • Handle: RePEc:eee:joreco:v:27:y:2015:i:c:p:31-51
    DOI: 10.1016/j.jretconser.2015.06.008
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    4. Marcin Gąsior, 2021. "Environmental Attitudes and Willingness to Purchase Online—Classification Approach," Sustainability, MDPI, vol. 13(15), pages 1-17, August.
    5. Soukaina Aziz & Ila Maltese & Edoardo Marcucci & Valerio Gatta & Rachid Benmoussa & El Hassan Irhirane, 2022. "Energy Consumption and Environmental Impact of E-Grocery: A Systematic Literature Review," Energies, MDPI, vol. 15(19), pages 1-16, October.
    6. Sarah Fakhir, 2017. "The Moderating Factors of Click on Intrusive Online Advertising," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 164-170, October.
    7. Hai Tran, Van & Sirieix, Lucie, 2020. "Shopping and cross-shopping practices in Hanoi Vietnam: An emerging urban market context," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    8. Hallikainen, Heli & Alamäki, Ari & Laukkanen, Tommi, 2019. "Individual preferences of digital touchpoints: A latent class analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 386-393.
    9. Leo Van Hove, 2022. "Consumer characteristics and e-grocery services: the primacy of the primary shopper," Electronic Commerce Research, Springer, vol. 22(2), pages 241-266, June.
    10. Mortimer, Gary & Weeks, Clinton S., 2019. "How unit price awareness and usage encourages grocery brand switching and expenditure," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 346-356.

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