Acta academica karviniensia 2024, 24(1):53-63 | DOI: 10.25142/aak.2024.005

Czech Consumers and Online Regional Food Shopping: After Pandemic Changes in Shopping Habits

Ondřej Mikšík
Slezská univerzita, Obchodně podnikatelská fakulta, Univerzitní nám. 1934/3, 733 40 Karviná

The Covid-19 pandemic significantly altered grocery shopping habits worldwide, with online shopping becoming a crucial alternative to physical stores. This quantitative study investigates how the purchasing behaviour of Czech consumers for regional foods has evolved post-pandemic. Utilizing data collected by the research agency IPSOS from 525 respondents aged 18-65, we apply both descriptive and inferential statistical methods to analyse the frequency and determinants of online regional food purchases. Our findings indicate a persistent shift towards online shopping for regional foods, influenced by factor household income. The hypothesis that post-pandemic consumers do not prefer to buy regional food online was tested using the Kruskal-Wallis test, revealing significant demographic influences. The study provides insights into post-pandemic consumer behaviour and highlights the potential for growth in the online regional food market. These insights can guide online retailers and policymakers in enhancing the online shopping experience and supporting regional food producers.

Keywords: consumer, consumer purchasing behaviour e-commerce, regional food.
JEL classification: C12, M31

Received: April 19, 2024; Revised: May 21, 2024; Accepted: June 24, 2024; Published: June 28, 2024  Show citation

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Mikšík O. Czech Consumers and Online Regional Food Shopping: After Pandemic Changes in Shopping Habits. Acta academica karviniensia. 2024;24(1):53-63. doi: 10.25142/aak.2024.005.
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