Abstract
Online grocery shopping is an increasing trend. In 2017, 11.6% of Norwegians bought their groceries online, which is twice as much as in 2016, and even more people are thinking about doing so. An online survey based on responses from 60 countries showed that a quarter of the respondents reported buying groceries online, while more than half (55%) were considering doing so in the future. The main problem related to the online purchase of perishable groceries, such as fruits and vegetables, is the perceived risk of receiving products that do not meet the customers’ expectations.
Through a series of prototypes and evaluation studies conducted in collaboration with NorgesGruppen, we investigated how to increase the trust of customers who buy perishable products online.
Through a series of prototypes and evaluation studies conducted in collaboration with NorgesGruppen, we investigated how to increase the trust of customers who buy perishable products online.