Purpose – This paper seeks to understand the triggers which influence the adoption (and the discontinuation) of online grocery shopping. Specifically, the research aims to establish the role of situational factors in the process of adoption. Design/methodology/approach – A two‐step...

Purpose Grounded on approach/avoidance behaviour theory, the purpose of this paper is to develop a typology of grocery shoppers based on the concomitant perceived advantages and disadvantages of shopping online and in store for a single cohort of consumers who buy groceries in both channels....