Browsing by Author "Ruivos, Cristina Marie"
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- Consumers´ behaviour towards online grocery shoppingPublication . Ruivos, Cristina Marie; Sottomayor, Miguel Jorge de Magalhães Lançós deThe purpose of this article is to examine the ability of the theory of planned behavior - in predicting the online grocery purchasing intentions of Portuguese consumers. The empirical investigation included a sample of 100 people. A main component and two stage cluster analysis methodology was used to identify three well-defined and highly interpretable categories based on attitudes, norms, perceptions from the Theory of planned behaviour (TPB) which were then profiled by demographic and grocery purchasing characteristics. The study's key findings reveal that attitude and perceived behavioral control are the components that have a substantial impact on influencing Portuguese consumers' intention to purchase online groceries.