Consumer adoption of online grocery shopping has been gradually increasing over the past two decades. This article examines the behavioral model of consumers and the factors that influence adoption of online grocery shopping of the typical adopter profile in Cyprus. Using data from 302 respondents of an online survey, it was found that 45.7% have purchased groceries online.
Our research has shown that perceived behavioral control carries more weight than intention in explaining online grocery shopping behavior, and that two antecedent constructs —attitude and subjective norms— have direct influence on intention for online grocery shopping. From a managerial perspective, these findings provide insights to retailers, marketers and policymakers in enhancing the knowledge of this emerging online service. From a theoretical point of view, this study contributes to the limited existing research in the Euro-Mediterranean region, linking consumer behavior to the adoption of online grocery shopping.
