Consumer characteristics and e-grocery services: the primacy of the primary shopper

The literature does not agree on the precise role of socio-demographic characteristics in adoption online grocery shopping. This methodological note reviews and shows that differences empirical results can to a large extent be explained by data is used. In particular, what matters whether or survey exploited was targeted at household member primarily responsible for I show studies use non-targeted erroneously find women are keener adopt e-grocery services, gender gap simply due women’s as homemakers. also such tend underestimate impact education income.