The vice and virtue of on-the-go consumption: An exploratory segmentation. (November 2019)

• Record Type: Journal Article
• Authors: Sands, Sean; Maggioni, Isabella; Ferraro, Carla; Jebarajakirthy, Charles; Dharmesti, Maria
• Is Part Of: Journal of retailing and consumer services. Volume 51(2019)
• Page Start: 399
• Page End: 408
• Publication Date: 2019-11
• Subjects: On-the-go consumption -- Convenience retail -- Consumption behavior; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2019.06.017
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: The consumption of on-the-go food and beverages is increasingly common among today's time-pressed consumers, yet it has not been thoroughly investigated. Drawing on behavioral decision theory, this research blended attitudinal and behavioral elements of decision-making to examine the heterogeneity of on-the-go consumption (OTG) preferences. Data from 433 respondents were collected via a self-administered online questionnaire, with three on-the-go consumption segments identified via latent class analysis: Frequent Vice, Occasional OTG, and Conflicted Health-Conscious consumers. The different on-the-go consumption patterns of these segments provide opportunities for retailers to tap into and target such unique behaviors and attitudes.