Online Grocery Shopping: Exploring the Influence of Income, Internet Access, and Food Prices
Macro-level analysis of 16 Russian regions finds income and mobile internet significantly drive online grocery sales, though poverty and inequality limit equitable food access gains.
Published Feb 12, 202425 citationsPaper ↗
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Abstract
Online grocery shopping has grown rapidly in recent years. It has been promoted as a way to overcome the systemic inequalities in food access and increase sustainable food practices. A growing body of studies has highlighted the impact of income, food prices, and internet access/connection on shaping people’s behavior in buying groceries online. However, there is a dearth of prior studies that have examined the impact of these three factors at the macro/meso level. Therefore, this paper presents an analysis of these factors from a sample of 16 Russian regions with a combined population size of more than 44 million people. We used a fixed effects linear regression model to analyze panel data on median income, mobile internet connection, food price index, and online grocery sales. Our results show the significant impact of income and imply that while online grocery shopping holds huge promise for overcoming unequal access to food and achieving sustainability, entrenched challenges such as poverty and income inequality might be difficult to shake off.