Article: Affective adoption of new grocery shopping modes through cultural change acceptance, consumer learning, and other means of persuasion Journal: International Journal of Electronic Marketing and Retailing (IJEMR) 2021 Vol.12 No.4 pp.323 - 338 Abstract: Research has shown very slow consumer adoption to new grocery shopping options, particularly virtual shopping in North America. While consumers have been willing to purchase objects virtually, there is an inherent scepticism in purchasing food using these modes. Research has also shown while this may be the case in some western countries, eastern countries such as China have seen different acceptance. Urban eastern consumers have embraced virtual shopping and have already moved to hybrid shopping modes including smart grocery shopping. This paper reviews theoretical assumptions which may explain a shift in western consumer's behavioural changes and posits a hypothetical conceptual framework for future empirical investigations. The framework advances the idea that cultural change acceptance may be an antecedent to other social factors such as consumer learning, affective factors, cognitive factors, normative appeals among others, trust, perceived privacy and security, and these provide links to the adoption to these new retail modalities. Inderscience Publishers - linking academia, business and industry through research

Title: Affective adoption of new grocery shopping modes through cultural change acceptance, consumer learning, and other means of persuasion

Authors: Kimberly Thomas-Francois; Simon Somogyi

Addresses: School of Hospitality, Food and Tourism Management, Gordon S. Lang School of Business and Economics, University of Guelph, Macdonald Steward Hall, Guelph, Ontario, N1G-2W1, Canada ' School of Hospitality, Food and Tourism Management, Gordon S. Lang School of Business and Economics, University of Guelph, Macdonald Steward Hall, Guelph, Ontario, N1G-2W1, Canada

Abstract: Research has shown very slow consumer adoption to new grocery shopping options, particularly virtual shopping in North America. While consumers have been willing to purchase objects virtually, there is an inherent scepticism in purchasing food using these modes. Research has also shown while this may be the case in some western countries, eastern countries such as China have seen different acceptance. Urban eastern consumers have embraced virtual shopping and have already moved to hybrid shopping modes including smart grocery shopping. This paper reviews theoretical assumptions which may explain a shift in western consumer's behavioural changes and posits a hypothetical conceptual framework for future empirical investigations. The framework advances the idea that cultural change acceptance may be an antecedent to other social factors such as consumer learning, affective factors, cognitive factors, normative appeals among others, trust, perceived privacy and security, and these provide links to the adoption to these new retail modalities.

Keywords: new retail; smart grocery shopping; virtual grocery shopping; cultural change acceptance; consumer learning; consumer behaviour.

DOI: 10.1504/IJEMR.2021.118293

International Journal of Electronic Marketing and Retailing, 2021 Vol.12 No.4, pp.323 - 338

Received: 29 Oct 2019
Accepted: 14 Feb 2020
Published online: 20 Oct 2021 *

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Title: Affective adoption of new grocery shopping modes through cultural change acceptance, consumer learning, and other means of persuasion

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