Bricks or clicks? Consumer channel choice and its transport and environmental implications for the grocery market in Norway

Abstract E-grocery is the fastest growing e-commerce segment, while still a niche market. Notwithstanding the channel choice when buying groceries might have relevant transport and environmental implications, little attention is paid to demand analysis. The paper fills this research gap, by using stated preferences to estimate market shares for e-grocery, distinguishing between home deliveries and click&pick, using the in-store option as a reference, and by considering a case study in Norway. It investigates the role of various purchase characteristics (i.e. product price, service cost, lead-time, time window, travel time and product range) when choosing which purchase channel to use. Results suggest that the most important characteristics for consumers are related to price, in particular product price, but there is also significant heterogeneity in preferences within the sample. Scenario simulations allow estimating transport and environmental impacts deriving from channel market share changes. This information can be useful for developing both managerial strategies to increase e-grocery market share and public policy interventions to minimize negative externalities.