Consumer behaviour and experiences in a naturalistic online grocery store: implications for nutrition research

Journal of Nutritional Science · 9 authors, 8 centres

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FIDELITY 100%

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TL;DR

This study evaluated the feasibility and acceptability of a naturalistic online grocery store for nutrition research. It found the mock store was highly acceptable and that participants' shopping behavior in it strongly correlated with their behavior in a real online store.

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Researchers assessed a naturalistic online grocery store for use in nutrition research by having 144 US adults complete two weekly shopping visits: one in a 'mock' store and one in a real online store. High retention (98%) and positive survey responses indicated the mock store was feasible and highly acceptable. There were few significant differences in mean expenditures between the two stores. The results suggest that naturalistic online stores offer an ecologically valid platform for future nutrition research, though the study did not involve real purchases and may not generalize to non-online shoppers.

STUDY TYPE

other

SPECIALTY

nutrition

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100% · A

ORIGINAL PAPER

PMC10052388

Consumer behaviour and experiences in a naturalistic online grocery store: implications for nutrition research

Journal of Nutritional Science

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ABSTRACT

Naturalistic online grocery stores could provide a novel setting for evaluating nutrition interventions. In 2021–2022, we recruited US adults ( n 144, 59% low-income) to complete two weekly study visits: one in a naturalistic (‘mock’) online grocery store developed for research and one in a real online grocery store. Participants selected groceries and responded to survey questions. Analyses examined survey responses and expenditures on fifteen food categories (e.g., bread, sugar-sweetened beverages). Nearly all enrolled participants completed both visits (98% retention). Moreover, nearly participants all reported that their selections in the naturalistic store were similar to their usual purchases (95%) and that the naturalistic store felt like a real store (92%). Participants’ spending on food categories in the naturalistic store were moderately-to-strongly correlated with their spending in the real store (range of correlation coefficients: 0⋅36–0⋅67, all P -values < 0⋅001). Naturalistic online grocery stores may offer a promising platform for conducting nutrition research.

CITATION EXPORT

Anna H. Grummon, Anna Claire Tucker, Violet Noe et al.. Consumer behaviour and experiences in a naturalistic online grocery store: implications for nutrition research. Journal of Nutritional Science. (2023). https://doi.org/10.1017/jns.2023.21

AUTHORS

9 · 8 CENTRES

Anna H. Grummon, Anna Claire Tucker, Violet Noe, Pasquale E. Rummo, Carmen E. Prestemon, Marissa G. Hall, Lindsay M. Jaacks, Veronica Lippuner, Lindsey Smith Taillie

1Department of Pediatrics, Stanford University School of Medicine, Palo Alto, CA, USA
2Department of International Health, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, USA
3Department of Nutrition, University of North Carolina Gillings School of Global Public Health, Chapel Hill, NC, USA
4Department of Population Health, New York University Grossman School of Medicine, New York, NY, USA
5Carolina Population Center, University of North Carolina Chapel Hill, Chapel Hill, NC, USA
6Department of Health Behavior, University of North Carolina Gillings School of Global Public Health, Chapel Hill, NC, USA
7Lineberger Comprehensive Cancer Center, University of North Carolina Chapel Hill, Chapel Hill, NC, USA
8Global Academy of Agriculture and Food Systems, University of Edinburgh, Midlothian, UK