NORDSCI Conference proceedings 2021, Book 2

Economics and Tourism

POLISH CONSUMERS’ ATTITUDES TOWARDS ONLINE GROCERY SHOPPING

Dr. Gabriela Hanus

ABSTRACT

The primary focus of this study was to explore the attitudes of consumers in Poland towards online grocery shopping, and the impact of the COVID-19 pandemic on the e-grocery market. A direct survey was conducted on a sample of 800 respondents from across Poland in the first quarter of 2020. A questionnaire was used as a research tool. As revealed by data analysis, in 2020 more than a half (60%) of consumers in Poland shopped for groceries in online stores run by brick-and-mortar grocery chains. The respondents usually shopped for groceries several times a month, preferably choosing products with a long shelf life, and home delivery options, each time spending around PLN 201-300. Convenience was found to be the key driver that encouraged consumers to shop for groceries online, and concerns about the quality of products purchased online was the major disincentive. Moreover, the coronavirus pandemic, and the resulting health concerns, were shown to have the least effect on the willingness of respondents to shop for groceries online, or the frequency of online grocery shopping. From a practical point of view, this research can be used to create marketing strategies for enterprises operating in the food retail industry, as well as to expand knowledge about the dynamically developing e-grocery market in Poland.

KEYWORDS

COVID-19, online grocery shopping, food behavior, Polish consumers; food behavior

REFERENCE

NORDSCI Conference proceedings 2021, Book 2, Conference Proceedings, ISSN 2603-4107, ISBN 978-619-7495-14-0, POLISH CONSUMERS’ ATTITUDES TOWARDS ONLINE GROCERY SHOPPING, 133-146 pp, DOI paper 10.32008/NORDSCI2021/B2/V4/12