DIGITAL TRANSFORMATION IN FOOD RETAIL: A CASE STUDY OF LITHUANIA E-GROCERY BUYING BEHAVIOURS

This study addresses the evolving landscape of food consumption in the context of digital transformation, focusing on how online platforms are reshaping grocery shopping preferences and perceptions towards local and temperature-controlled foods. Amidst the proliferation of e-grocery services and changing dietary trends, a critical need exists to understand these shifts for informed public health policy and e-commerce strategies. Our comprehensive survey investigates the growing inclination towards e-grocery shopping, including preferences for delivery times, responses to delivery delays, and the importance of perishable item shelf life. The study further assesses consumer attitudes towards local food sourcing and the role of e-groceries in promoting dietary diversity and health-conscious choices. Additionally, it probes into concerns over food safety and quality assurance in temperature-controlled foods purchased online. The findings reveal significant insights into contemporary eating behaviours and e-grocery adoption, offering crucial implications for public health interventions and the advancement of digital grocery platforms.