Online grocery shopping behavior within the theory of planned behavior: Comparison between Turkey and UK

Online grocery shopping has been a significantly growing industry under e-commerce by changing customer behavior, especially after the Covid-19 pandemic. As the transition of grocery shopping from brick-and-mortar stores to online channels has progressed, it has become essential to understand customer behavior. In this context, we first aimed to understand factors that affect customers' online grocery shopping behavior. The theory of planned behavior was employed to determine these factors. The conceptual framework was also extended by different constructs in light of previous studies. The effects of attitude, subjective norm, perceived behavioral control, perceived usefulness, perceived ease of use, and perceived risk were assessed to understand the buying intention and behavior. This paper also aimed to understand how these constructs may differ between customers in developed and developing countries since no studies have been found comparing customers in different regions. In this context, the UK and Turkey were chosen as representative countries. An online survey was prepared, and data were collected from 231 respondents from Turkey and 224 from the UK and analyzed employing regression and T-Tests analyses. Findings indicated that all the mentioned constructs except perceived risk significantly affected the purchase intention. Among them, the attitude was observed to be the dimension with the largest effect. It was also found that customers in Turkey find online grocery shopping more useful and less risky than those in the UK and perceive a higher level of control over the purchase process.