Chapter 1.28 - Digital Just-In-Time Interventions for Online Grocery Shopping

As online grocery shopping becomes more prevalent, understanding how digital interventions influence consumer behavior is key for promoting healthier consumer food choices in the future. Digital just-in-time (JIT) interventions offer new opportunities to influence consumer decision behavior consciously (i.e., decision support such as food swaps and real-time basket feedback), or unconsciously (i.e., digital nudging such as default positioning, pre-filled baskets, and social norm messaging). This chapter examines the effectiveness of digital decision support tools and nudges in influencing consumer purchasing behavior in online grocery stores. Overall, the evidence suggests that digital JIT interventions can positively impact food choices and personalized approaches can strengthen this effect. Despite growing research on online grocery purchasing behavior, evidence on how to optimize the effectiveness of digital interventions in online grocery environments remains limited. Further research is needed to better understand how to design digital choice environments that support healthier consumer choices.