Consumer opinion on online grocery shopping in Catalonia during Covid-19

Abstract

Purpose: The aim of this research is to analyze the academic literature on online grocery shopping to identify a set of variables to assess by means of a validated survey the shopping habits of the population of Catalonia, starting from COVID-19, in a representative sample of the population in the 2020-2021 pandemic period.

Design/methodology/approach: The methodology used for this research is qualitative and quantitative, since a validated survey is carried out with a representative sample of the population of Catalonia and subsequently, using a quantitative methodology, the answers of the questionnaire are analyzed using descriptive statistics to interpret the results and reach conclusions.

Findings: More people are planning to shop online in the future because of COVID-19 than not people who have shopped online for the first time during the pandemic. Users who have increased their online grocery shopping during the pandemic also intend to use online grocery shopping in the future. Because of COVID-19, the adoption of online grocery shopping has advanced by a few years. However, it must be taken into account that the consumer still perceives risks, such as the fact that many people want to see fresh products before buying them.

Originality/value: The most relevant contribution of this work is related to show how online food shopping is for customers and to value the shopping experience in times of pandemic. Thus, the results are intended to contribute to assess online grocery shopping and to detect the customer's perception of this type of shopping.