ICT and internet use at the household levels: a melting pot of sub-optimum decision making in the case of E-Grocery shopping

Ronan De Kervenoael, Jonathan Elms, Didier Soopramanien, Alan Hallsworth

Research output: Chapter in Book/Published conference outputConference publication


Research shows that consumers are readily embracing the Internet to buy products. This paper proposes that, in the case of grocery shopping, this may lead to sub-optimal decisions at the household level. Decisions online on what, where and from who to buy are normally taken by one individual. In the case of grocery shopping, decisions, however, need to be ‘vetted’ by ‘other’ individuals within the household. The ‘household wide related’ decisions influence how information technologies and systems for commerce should be designed and managed for optimum decision making. This paper argues, unlike previous research, that e-grocery retailing is failing to grow to its full potential not solely because of the ‘classical’ hazards and perceived risks associated with doing grocery shopping online but because e-grocery retailing strategy has failed to acknowledge the micro-household level specificities that affect decision making. Our exploratory research is based on empirical evidence which were collected through telephone interviews. We offer an insight into how e-grocery ‘fits’ and is ‘disrupted’ by the reality of day to day consumption decision making at the household level. Our main finding is to advocate a more role-neutral, multi-user and multi-technology approach to e-grocery shopping which re-defines the concept of the main shopper/decision maker thereby reconceptualising the ‘shopping logic’ for grocery products.
Original languageEnglish
Title of host publicationProceedings of Academy of Marketing Annual Conference
Publication statusPublished - 2006
EventAM2006 Academy of Marketing conference - London, United Kingdom
Duration: 3 Jul 20066 Jul 2006


ConferenceAM2006 Academy of Marketing conference
Abbreviated titleAM2006
Country/TerritoryUnited Kingdom


  • e-grocery shopping
  • decision-making
  • household level


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