Shopping Online and Deliberating Offline: Online Grocery Shopping in Mumbai, India

Page: 213-218
Umesh L. Bharte and Riya D. Shah (Department of Applied Psychology, Mumbai University, Mumbai, Maharashtra)

Theory of reasoned action and planned behaviour have been applied and validated in a number of studies related to online shopping. While there exists enormous literature on the topic of online shopping, the phenomenon of online grocery shopping remains a relatively less researched area at least in the Indian context. This study aims to evaluate the predictive relationship of attitudes, subjective norms, perceived behavioural control and willingness to buy grocery online. A convenient sample (n = 150) was used in Mumbai region, and it was restricted to the participants who had engaged in online shopping prior to the study. The self-designed scales were used for all the measures included in the study. The results of multiple regression analysis show that attitudes and subjective norms are found to be significant predictors of buying intention but not the perceived behavioural control. Further, no gender differences were found with respect to willingness to buy grocery online. Discussion of theoretical and practical implications of the study is followed by future lines of enquiry.