Understanding On-the-go Consumption: Identifying and Quantifying Its Determinants

Sabine Benoit née Moeller*, Tobias Schaefers, Raphael Heider

*Corresponding author af dette arbejde

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review


Although the amount of food and beverages consumed on-the-go has been increasing, existing research has not sufficiently examined this behavior. This study uses a mixed methods design with a qualitative study to identify four determinants of on-the-go consumption: time pressure, price consciousness, health orientation, and enjoyment. Combining the qualitative results with Behavioral Decision Theory, eight hypotheses are derived about the influence of the four determinants as well as their interrelations. Hypotheses testing and predictive validity assessment are based on two large-scale consumer samples, one main study and one validation study. The results confirm a significant influence of utilitarian determinants (time pressure and price consciousness), though they are less important than the hedonic determinant. Implications for retail managers are presented, as these results challenge conventional practices. Moreover, existing theory is extended beyond a distinction between utilitarian and hedonic motives by regarding health orientation as a hybrid determinant of on-the-go consumption.
TidsskriftJournal of Retailing and Consumer Services
Sider (fra-til)32-42
StatusUdgivet - jul. 2016
Udgivet eksterntJa


  • Food consumption
  • Health orientation
  • Price consciousness
  • Retail services
  • Structural equation modeling
  • Time pressure