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Online shopping and the healthfulness of grocery purchases

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  • Katherine Harris‐Lagoudakis

Abstract

This paper utilizes novel household panel data to analyze the effect of online grocery shopping on the healthfulness of grocery purchases. We utilize variation in the timing that an online shopping service was introduced as a source of exogenous variation in the decision to shop online. Relative to pre‐online service averages, our estimates indicate that online shopping baskets allocate 10.2 (21.7)% more of the total spending (calories) toward healthful product categories and are 10.1% more nutrient dense. We also evaluate the effect of online shopping on the monthly aggregate (in‐store and online) basket. Average treatment effects for the treated (ATT) indicate a 2.3% decline in the sugar/sweet/candy budget share upon the introduction of the online shopping service; however, summary measures of healthfulness do not illustrate robust changes at the monthly level.

Suggested Citation

  • Katherine Harris‐Lagoudakis, 2022. "Online shopping and the healthfulness of grocery purchases," American Journal of Agricultural Economics, John Wiley & Sons, vol. 104(3), pages 1050-1076, May.
    • Handle: RePEc:wly:ajagec:v:104:y:2022:i:3:p:1050-1076
    DOI: 10.1111/ajae.12262
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    References listed on IDEAS

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    1. Arvind Shroff & Satish Kumar & Luisa M. Martinez & Nitesh Pandey, 2024. "From clicks to consequences: a multi-method review of online grocery shopping," Electronic Commerce Research, Springer, vol. 24(2), pages 925-964, June.
    2. Sai Chand Chintala & Jūra Liaukonytė & Nathan Yang, 2024. "Browsing the Aisles or Browsing the App? How Online Grocery Shopping is Changing What We Buy," Marketing Science, INFORMS, vol. 43(3), pages 506-522, May.
    3. Restrepo, Brandon J. & Zeballos, Eliana, 2024. "Who Shops for Groceries Online?," Economic Research Report 346028, United States Department of Agriculture, Economic Research Service.
    4. Harris-Lagoudakis, Katherine, 2023. "The effect of online shopping channels on brand choice, product exploration and price elasticities," International Journal of Industrial Organization, Elsevier, vol. 87(C).

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