Online grocery shopping in Europe: consumer research on the role of innovation and local food perceptions

Purpose This study investigates the determinants of online grocery shopping adoption in Europe, focusing on the effect of innovation adoption characteristics, food choice motives and local food perceptions on attitudes and purchase intentions. Based on the significant determinants for adoption, consumer segments are identified to gain insights into the diversity in online grocery shopping behaviour. Design/methodology/approach A pan-European online survey was conducted in March 2024 with 2,899 respondents from Belgium, France, the UK, Spain and Croatia. The data were analysed using partial least squares structural equation modelling to examine relationships between innovation adoption, food preferences and local food perceptions. A segmentation analysis was also performed to identify distinct consumer groups. Findings The research identifies the innovation adoption characteristics, perceived convenience and subjective norms as crucial in shaping purchase intentions across different countries. Additionally, the study reveals insights about the positive influence of e-commerce-related food choice motives on consumer attitudes, while perceived complexity, perceived product risk and local food perception showed negative effects. Five consumer segments were identified, with digital pioneers and complexity-averse consumers showing the highest engagement potential. Originality/value This research provides a first multi-country assessment for the determinants of the adoption of online grocery shopping in a multi-country European context. New insights into the role of local food perceptions in online grocery shopping adoption are gathered, which can support the market access for small- and medium-sized producers.