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Consumer behavior: Online grocery shopping in Portugal
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Living in the digital era, activities that have for centuries acted one way, have now
changed and entered the online world, and online grocery shopping is one of them. It is
a worldwide phenomenon and is already a significant part of people’s lifestyle in
several countries however, in Portugal, it is still in expansion and improvement. Based
on the Theory of Planned Behavior, this study allowed to estimate how the perceived
risk and shopping orientation counterbalances the convenience offered to consumers.
Furthermore, it validated how usability and access to focused promotions can help
speed up this adaptation in Portugal