Estimating family shopping behavior: A multi-perspective approach to understanding grocery shopping

This study examines weekly shopping trips of young families using a multi-perspective approach that considers psychological personality traits, situational influences, and socio-demographic factors to explain food purchases. Over a period of 4 weeks, the data of 60 shoppers and their families as well as 217 purchases were recorded using questionnaires and receipts. Analysis showed that personality traits and socio-demographic data are good predictors of food purchases. The study provides insights into the complexity of shopping behavior, shows the need for multi-perspective approaches, and enables the derivation of strategies to optimize healthy shopping behavior for young families.