Groceries Online - Eating, Acquisition, & Technology (GO-EAT)

Abstract

Grocery shopping is important for healthy eating. Online grocery shopping (OGS) has become popular in Canada, but its impact on diets remains unknown. With a multi-methods approach informed by the Theory of Planned Behaviour, this thesis by manuscript examined how OGS, and digital touchpoint usage (any instances when a consumer interacts directly or indirectly online with a brand, company, or business) in grocery routines, contributed to food-related purchasing decisions and diets. Healthcare professionals who were 18-64 years old and OGS consumers were recruited in Nova Scotia. Interviews were conducted with ten participants and in-depth behavioural questionnaires were administered over a 28-day study period to seven participants. This thesis identified ‘how’ (i.e., behaviours) participants shopped online for groceries and used digital touchpoints, but also the ‘why’ (i.e., beliefs) behind their behaviours. Findings support the importance of considering individuals as free agents and key implications for environmental restructuring in healthy eating behaviours.