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Effect of gender and unplanned shopping on healthy product buying and digital technology use

Author

Listed:
  • Vikas Agrawal
  • Dale Cake
  • George Gresham

Abstract

Ever-changing grocery shopping habits of consumers create many challenges and opportunities for decision makers in the retail grocery industry. This paper focuses on consumers' in-store digital technology use and healthy product buying habits and their relationship with gender and unplanned spending. Specifically, among the six shopping components studied, the digital technology use and desire for healthy products explain many consumers' in-store shopping habits. This study finds that the shoppers who engage in unplanned shopping tend to use digital technologies more often to enhance their shopping experience. Additionally, there is a significant interaction effect of gender and unplanned shopping on healthy product buying habits. Findings of the study have implications for practical digital promotion stimuli, messaging, and targeting strategies, as well as unplanned shopping and communication theory.

Suggested Citation

  • Vikas Agrawal & Dale Cake & George Gresham, 2022. "Effect of gender and unplanned shopping on healthy product buying and digital technology use," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 13(1), pages 25-42.
    • Handle: RePEc:ids:ijemre:v:13:y:2022:i:1:p:25-42
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