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Online Pilot Grocery Intervention among Rural and Urban Residents Aimed to Improve Purchasing Habits

Author

Listed:
  • Alison Gustafson

    (Department of Dietetics and Human Nutrition, University of Kentucky, Lexington, KY 40506, USA)

  • Rachel Gillespie

    (Department of Family and Consumer Sciences Extension, University of Kentucky, Lexington, KY 40506, USA)

  • Emily DeWitt

    (Department of Family and Consumer Sciences Extension, University of Kentucky, Lexington, KY 40506, USA)

  • Brittany Cox

    (Department of Dietetics and Human Nutrition, University of Kentucky, Lexington, KY 40506, USA)

  • Brynnan Dunaway

    (Department of Dietetics and Human Nutrition, University of Kentucky, Lexington, KY 40506, USA)

  • Lindsey Haynes-Maslow

    (Agricultural & Human Sciences, North Carolina State University, Raleigh, NC 27695, USA)

  • Elizabeth Anderson Steeves

    (Department of Nutrition, University of Tennessee, Knoxville, TN 37996-1920, USA)

  • Angela C. B. Trude

    (Department of Nutrition and Dietetics, Steinhardt School of Culture, Education, and Human Development, New York University, New York City, NY 10003, USA)

Abstract

Online grocery shopping has the potential to improve access to food, particularly among low-income households located in urban food deserts and rural communities. The primary aim of this pilot intervention was to test whether a three-armed online grocery trial improved fruit and vegetable (F&V) purchases. Rural and urban adults across seven counties in Kentucky, Maryland, and North Carolina were recruited to participate in an 8-week intervention in fall 2021. A total of 184 adults were enrolled into the following groups: (1) brick-and-mortar “BM” (control participants only received reminders to submit weekly grocery shopping receipts); (2) online-only with no support “O” (participants received weekly reminders to grocery shop online and to submit itemized receipts); and (3) online shopping with intervention nudges “O+I” (participants received nudges three times per week to grocery shop online, meal ideas, recipes, Facebook group support, and weekly reminders to shop online and to submit itemized receipts). On average, reported food spending on F/V by the O+I participants was USD 6.84 more compared to the BM arm. Online shopping with behavioral nudges and nutrition information shows great promise for helping customers in diverse locations to navigate the increasing presence of online grocery shopping platforms and to improve F&V purchases.

Suggested Citation

  • Alison Gustafson & Rachel Gillespie & Emily DeWitt & Brittany Cox & Brynnan Dunaway & Lindsey Haynes-Maslow & Elizabeth Anderson Steeves & Angela C. B. Trude, 2022. "Online Pilot Grocery Intervention among Rural and Urban Residents Aimed to Improve Purchasing Habits," IJERPH, MDPI, vol. 19(2), pages 1-17, January.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:2:p:871-:d:723869
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    References listed on IDEAS

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    1. Melis, Kristina & Campo, Katia & Breugelmans, Els & Lamey, Lien, 2015. "The Impact of the Multi-channel Retail Mix on Online Store Choice: Does Online Experience Matter?," Journal of Retailing, Elsevier, vol. 91(2), pages 272-288.
    2. Alyssa J. Moran & Yuxuan Gu & Sasha Clynes & Attia Goheer & Christina A. Roberto & Anne Palmer, 2020. "Associations between Governmental Policies to Improve the Nutritional Quality of Supermarket Purchases and Individual, Retailer, and Community Health Outcomes: An Integrative Review," IJERPH, MDPI, vol. 17(20), pages 1-23, October.
    3. Jennifer Sanchez-Flack & Barbara Baquero & Shih-Fan Lin & George Belch & Julie L. Pickrel & Cheryl A. M. Anderson & Elva Arredondo & Maria Elena Martinez & Joni Mayer & Ming Ji & John P. Elder & Guada, 2019. "Evaluation of Store Environment Changes of an In-Store Intervention to Promote Fruits and Vegetables in Latino/Hispanic-Focused Food Stores," IJERPH, MDPI, vol. 17(1), pages 1-16, December.
    4. Cho, Clare & Volpe, Richard, 2017. "Independent Grocery Stores in the Changing Landscape of the U.S. Food Retail Industry," Economic Research Report 265463, United States Department of Agriculture, Economic Research Service.
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    Cited by:

    1. Restrepo, Brandon J. & Zeballos, Eliana, 2024. "Who Shops for Groceries Online?," Economic Research Report 346028, United States Department of Agriculture, Economic Research Service.
    2. Priyanka Mitra & Yanwu Zhang & Bijon Kumer Mitra & Rajib Shaw, 2023. "Assessment of Impacts and Resilience of Online Food Services in the Post-COVID-19 Era," Sustainability, MDPI, vol. 15(17), pages 1-17, September.

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