Changes in Online Grocery Shopping: The New Normal for Generation Z?
Changes in Online Grocery Shopping: The New Normal for Generation Z?

Summary/Abstract: The acceleration of online grocery shopping in recent years shows the widening acceptance of this way of shopping for grocery. Despite the fact that millennials are among the largest customer segment in this area, companies should not only focus on them, but also start strategically targeting the emerging generation of shoppers known as Generation Z. Therefore, the aim of this paper is to explore the potential of online grocery shopping among Generation Z and identify the most significant factors influencing the online retailer choice of these potential customers. To obtain primary data, an experiment was conducted in which 66 Generation Z individuals participated. It was found that as many as 77.2% of the experiment participants would purchase groceries online for their household in the future. The three most important decision factors influencing the implementation of online grocery shopping within Generation Z are price, WOM (family, friends and acquaintances) and service quality. Based on our research, it can be said that the potential of Generation Z in online grocery shopping is high and companies should start paying attention to this customer segment in the near future. Moreover, it is important that companies tailor their offerings to the wishes of this researched generation, and of course not only in terms of the identified decisive factors.

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