Publication Type

Journal Article

Version

acceptedVersion

Publication Date

7-2016

Abstract

Although the amount of food and beverages consumed on-the-go has been increasing, existing research has not sufficiently examined this behavior. This study uses a mixed methods design with a qualitative study to identify four determinants of on-the-go consumption: time pressure, price consciousness, health orientation, and enjoyment. Combining the qualitative results with Behavioral Decision Theory, eight hypotheses are derived about the influence of the four determinants as well as their interrelations. Hypotheses testing and predictive validity assessment are based on two large-scale consumer samples, one main study and one validation study. The results confirm a significant influence of utilitarian determinants (time pressure and price consciousness), though they are less important than the hedonic determinant. Implications for retail managers are presented, as these results challenge conventional practices. Moreover, existing theory is extended beyond a distinction between utilitarian and hedonic motives by regarding health orientation as a hybrid determinant of on-the-go consumption.

Keywords

Food consumption, Retail services, Time pressure, Price consciousness, Health orientation, Structural equation modeling

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

Publication

Journal of Retailing and Consumer Services

Volume

31

First Page

32

Last Page

42

ISSN

0969-6989

Identifier

10.1016/j.jretconser.2016.03.003

Publisher

Elsevier

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1016/j.jretconser.2016.03.003

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