Estimating family shopping behavior: A multi‐perspective approach to understanding grocery shopping

Abstract This study examines weekly shopping trips of young families using a multi‐perspective approach that considers psychological personality traits, situational influences, and socio‐demographic factors to explain food purchases. Over a period of 4 weeks, the data of 60 shoppers and their families as well as 217 purchases were recorded using questionnaires and receipts. Analysis showed that personality traits and socio‐demographic data are good predictors of food purchases. The study provides insights into the complexity of shopping behavior, shows the need for multi‐perspective approaches, and enables the derivation of strategies to optimize healthy shopping behavior for young families.