The impact of disruptions on routinization of goal-directed grocery shopping behavior
Creators: name: Ong, Adeline
Publisher: name: RMIT University
Year: 2024

description: This thesis bridges a gap in extant research by examining key factors that play a role in behavioral grocery shopping routines following minor and major disruptions. The present research involves two interrelated investigations incorporating mixed methodologies (Cresswell, 2003).<br><br>Study 1 involves semi-structured in-depth interviews seeking to establish how goal-directed grocery shopping routines are developed over time. Utilizing a laddering approach of questioning (Gutman, 1997), respondents are probed on their routines (Brotherton, 2001) and goals, including end goals as described in the List of Values (Kahle &amp; Kennedy, 1988). Three participants were interviewed on three occasions over an eight week period, until theoretical saturation was achieved. <br><br>A significant contribution of Study 1 lies in the development of a conceptual framework for understanding factors associated with grocery shopping routines. This model reflects a working definition characterizing routines as goal-driven and value-guided heuristic strategies. It is proposed that routines are repetitive patterns of personal and private behavioral activities dependent upon situational and temporal contexts, and utilized for instrumental reasons. Risk-taking attitudes and personal values also shape goal-directed behaviors. <br><br>Using structural equation modeling (SEM) procedures (Jöreskog &amp; Sörbom, 1993), Study 2, an online experiment, aims to test and build upon the conceptual model emanating from Study 1. This study also investigates the impact of minor and major disruptions on routinized grocery shopping behavior. 612 participants were allocated across three experimental groups: situational contexts, anticipated temporal conditions, and repetitive value. Cohorts were assessed at baseline levels and received unique minor and major disruptions appropriate to their circumstance. <br><br>Study 2 contributes through the large-scale SEM testing of a model of grocery shopping routinization. Overall, sound structural model fit demonstrates that the present model of grocery shopping routinization is explained by six distinct components including routinized behavior, goal-centeredness, situational contexts, anticipated temporal conditions, repetitive value, and risk-taking attitudes; and three dimensions of personal values: maturity, self-direction/achievement, and enjoyment. In terms of disruptions, findings indicate that routine strength is dependent on degree of situational, temporal, and instrumental interruptions. Disruptions can both facilitate and impede routines. Results demonstrate that regardless of goal stability, routines change when model components are disrupted. <br><br>Findings suggest theoretical, research, and practical implications. This thesis expands decision making theory (Betsch, Fiedler, &amp; Brinkmann, 1998) by demonstrating that, despite unwavering goals, new contexts arising from disruptions influence new behavioral deliberations. In relation to research implications, this thesis develops then subsequently tests a model of grocery shopping routinization. Despite routines becoming subconscious over time (Aarts &amp; Dijksterhuis, 2000a), this study asserts that routines are intentional and involve goal-directed strategies for dealing with the environment. From an applied perspective, practitioners should be aware that routine-disrupted consumers remain goal-driven. Consumers are unlikely to forego focal goals (e.g., shop for weekly household meals) if these goals are non-negotiable. Present results suggest that consumers esteem maturity-related personal values, such as fostering and maintaining warm relationships with others and sense of belonging, when grocery shopping. <br><br>In general, this thesis contributes to literature on consumer routines (Bettman, 1979) through the development of a conceptual framework and assessment of the impact of disruptions on a model of grocery shopping routinization. Notwithstanding, the proposed model requires further empirical verification, particularly in terms of its predictive power. Understanding the intricacies of changes, such as retail and brand switching in consumer behavior is valuable. After all, repeat purchasing in the form of routines, and ensuing loyalty, are frequently regarded as key marketing goals (Ehrenberg, 1974).<br>