Tags:LOCAL FOOD SHOPPING, MULTICHANNEL SHOPPER JOURNEY and THEORY OF PRACTICE
Abstract:
With the introduction of periods of containment (in France as in most countries), local food shopping journeys were disrupted with a strong adoption of pickup stores and home delivery. The food shopping journey is a field of knowledge currently fragmented: existing theoretical frameworks have difficulties in understanding the complexity of food shopping journeys. The research proposed herein aims at contributing to the literature studying the food shopping journeys through the lens of Theory of Practice. We contribute to literature suggesting a new framework for shopper journey: according to the TP, it focuses not on consumers but on activities, competences, literacy and tools, that are embedded in a particular situation.
A Framework to Understand Local Food Shopping : Towards a New Definition of the Multichannel Shopper Journey: an Abstract