48 two decades have faced a reality in which consumers are slower than expected in adopting online as a distribution channel for buying groceries. The grocery retail market is different from others as margins are small, competition and concentration is high, all while product differentiation is low (Bolton & Shankar, 2018; Bolton, Shankar, & Montoya, 2010). More, consumers’ grocery shopping behavior is primarily driven by habits and the satisfaction of utilitarian needs (Hoyer, MacInnis, & Pieters, 2010). As a consequence, grocery retailers have to be available conveniently and at all times, practically forcing them to maintain all sales channels such as online shopping despite its challenges and potential losses. The typical online grocery retailing market, including the Danish market in which the present study was conducted, is represented by the major offline retail chains as well as a few highly specialized pure online retailers. Discounters, on the other hand, seem to be slower at adopting the online channel, despite the increase of discount formats in the offline market (Kumar, Anand, & Song, 2017). The strategy of discount formats to cater to the more price-sensitive instead of service-oriented consumers in the offline market (Cleeren, Verboven, Dekimpe, & Gielens, 2010) seems not to have been introduced to the online grocery market. This highlights the notion of retailers that consumers show a rather homogenous shopping behavior when it comes to shopping for groceries online. Previous research on consumer online grocery behavior, however, indicates that consumers have
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