What beliefs underlie decisions to buy groceries online?

Online grocery shopping has become increasingly popular in many countries due to Covid‐19. Although there is plenty of research on consumer adoption and use of online grocery shopping, only a few studies focus on understanding the underlying beliefs of experienced buyers. Using the Theory of Planned Behaviour and following its recommendations, the present study set out to explore the actual beliefs that underlie attitudes, subjective norms and perceived behavioural control to buy groceries online among those who have been doing it regularly for a longer time. A structured qualitative approach, in this case an elicitation study, was applied to uncover the shared ideas, modal salient beliefs, among a group of experienced buyers (n = 14). The study found that time‐saving and convenience, which for many meant avoiding the discomfort of in‐store shopping, combined with assisted meal planning and simultaneous ordering were considered important for experienced online shoppers. This suggests that further assistance in the planning to order process may be welcome, including more proactive prompts and suggestions. The quality of perishable goods was still a concern after months of online shopping, along with a limited product range, which for some had meant less variation in meals. Suboptimal user interface and delivery‐related inflexibility caused some concern. Retailers in the grocery business stand before major capital expenditure if they wish to expand their online offerings and services. The study at hand provides valuable initial insight into what drives consumer behaviour in this respect. [ABSTRACT FROM AUTHOR]