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EMAC 2020 Annual Conference

The Psychology of Grocery Shopping by Car

Published: May 27, 2020


John Magnus Roos, Chalmers University of Technology; Frances Sprei, Chalmers University of Technology ; Jonas Flodén, School of Business, Economics and Law, University of Gotenburg ; Ulrika Holmberg, School of Business, Economics and Law, University of Gothenburg


Car; Grocery shopping; Psychology


The aim of the present study is to examine the influence of personality traits and human values on grocery shopping by car. The analysis is based on a survey of 1,694 respondents, representative for the Swedish population. Personality traits were assessed using the Big Five Inventory, BFI-10. Human values were measured through Rokeach Value Survey of terminal values. Grocery shopping by car is associated with a low degree of the personality trait Openness to experience, which implies ignorance of information and resistance to behavioural change. Grocery shopping by car is also associated to a high degree of conservative values (i.e. security) and a low degree of self-transcendence values (i.e. universalism). We discuss how policy makers and marketers can gain from knowing personality and values among the people who most frequently shop groceries by car.