Purchasing Vegetables in the Digital Era: A Systematic Literature Review on Online Buying Behavior in E-Commerce

Rahmah Farahdita Soeyatno, Arief Darjanto, Yusman Syaukat, Rita Nurmalina

Abstract

This study aims to examine and analyze consumer behavior in purchasing vegetables online through E-Commerce in Indonesia. This can contribute to the creation of online food product marketing in Indonesia. A systematic literature review (SLR) was conducted based on studies of purchasing vegetables online through E-Commerce. The data collection method used the Population, Intervention, Comparison, and Outcome (PICO) framework. The selected articles were relevant to the research objectives (with keywords "Vegetable Purchase" and "Vegetable E-Commerce"). The selection process results showed that out of 171 articles, they met the specified criteria. Consequently, 40 articles were chosen based on the research statement for further review. Findings indicate that various factors, including technology adoption, trust, and social factors, influence consumer behavior in online vegetable purchases in Indonesia. By understanding and meeting consumer needs and expectations and leveraging digital technology, a satisfying shopping experience can be created, thus encouraging repeat purchases.

Keywords

consumer behavior; online purchase; vegetables; e-commerce

Full Text:

PDF

References

Akarsu, T. N. (2023). Digital transformation towards a sustainable circular economy: Can it be the way forward? Journal of Information Technology Teaching Cases, 0(0), 1–6. https://doi.org/10.1177/20438869231178036

Ali, M., Ullah, S., Ahmad, M. S., Cheok, M. Y., & Alenezi, H. (2023). Assessing the impact of green consumption behavior and green purchase intention among millennials toward sustainable environment. Environmental Science and Pollution Research, 30(9), 23335–23347. https://doi.org/10.1007/s11356-022-23811-1

Alridhani, D., & Persada, A. G. (2020). Implementasi Media Sosial dan E-commerce dalam Meningkatkan Pemasaran Hasil Pertanian Sayur dan Peternakan (Studi Kasus: Desa Sumberejo). Automata, 1(2). https://journal.uii.ac.id/AUTOMATA/article/view/15577

APJII. (2023). Survei APJII Pengguna Internet di Indonesia Tembus 215 Juta Orang. Apjii.or.Id. https://apjii.or.id/berita/d/survei-apjii-pengguna-internet-di-indonesia-tembus-215-juta-orang

Asti, W. P., Handayani, P. W., & Azzahro, F. (2021). Influence of Trust, Perceived Value, and Attitude on Customers’ Repurchase Intention for E-Grocery. Journal of Food Products Marketing, 27(3), 157–171. https://doi.org/10.1080/10454446.2021.1922325

Boca, G. D. (2021). Factors influencing consumer behavior in sustainable fruit and vegetable consumption in maramures county, Romania. Sustainability (Switzerland), 13(4), 1–20. https://doi.org/10.3390/su13041812

Castagna, A. C., Pinto, D. C., Mattila, A., & de Barcellos, M. D. (2021). Beauty-is-good, ugly-is-risky: Food aesthetics bias and construal level. Journal of Business Research, 135(November 2019), 633–643. https://doi.org/10.1016/j.jbusres.2021.06.063

Chen, S. S., Choubey, B., & Singh, V. (2021). A neural network based price sensitive recommender model to predict customer choices based on price effect. Journal of Retailing and Consumer Services, 61(October 2020), 102573. https://doi.org/10.1016/j.jretconser.2021.102573

Collins, E. I. M., Thomas, J. M., Robinson, E., Aveyard, P., Jebb, S. A., Herman, C. P., & Higgs, S. (2019). Two observational studies examining the effect of a social norm and a health message on the purchase of vegetables in student canteen settings. Appetite, 132(October 2018), 122–130. https://doi.org/10.1016/j.appet.2018.09.024

Dewanthi, D. S. (2023). Consumer Behaviour Towards Grocery Online Shopping During Pandemic: Case Study in Sayurbox. Business Economic, Communication, and Social Sciences Journal (BECOSS), 5(1), 13–24. https://doi.org/10.21512/becossjournal.v5i1.8750

Dhaoui, O., Nikolaou, K., Mattas, K., & Baourakis, G. (2020). Consumers’ attitude towards alternative distribution channels of fresh fruits and vegetables in Crete. British Food Journal, 122(9), 2823–2840. https://doi.org/10.1108/BFJ-05-2019-0342

Flores, P. J., & Jansson, J. (2022). SPICe—Determinants of consumer green innovation adoption across domains: A systematic review of marketing journals and suggestions for a research agenda. International Journal of Consumer Studies, 46(5), 1761–1784. https://doi.org/10.1111/ijcs.12810

Gede Endra Bratha, W., Tussoleha Rony, Z., & Winarso, W. (2022). Potential of E-Commerce as a Method of Agricultural Business Marketing on MSME Scale. Dinasti International Journal of Economics, Finance & Accounting, 3(4), 371–390. https://doi.org/10.38035/dijefa.v3i4.1398

Gonera, A., Svanes, E., Bugge, A. B., Hatlebakk, M. M., Prexl, K. M., & Ueland, Ø. (2021). Moving consumers along the innovation adoption curve: A new approach to accelerate the shift toward a more sustainable diet. Sustainability (Switzerland), 13(8). https://doi.org/10.3390/su13084477

Gruntkowski, L. M., & Martinez, L. F. (2022). Online Grocery Shopping in Germany: Assessing the Impact of COVID-19. Journal of Theoretical and Applied Electronic Commerce Research, 17(3), 984–1002. https://doi.org/10.3390/jtaer17030050

Guo, S., Zeng, J., Qi, F., & Shen, M. (2020). Logistics Analysis of Fresh Agricultural Products in Southwest Region in the Internet Era. ACM International Conference Proceeding Series, 81–85. https://doi.org/10.1145/3412953.3412955

Herath. (2019). Consumer Behavior and Attitudes in Purchasing Vegetables. Agricultural Research & Technology: Open Access Journal, 20(2), 90–95. https://doi.org/10.19080/ARTOAJ.2019.20.556123

Hezarkhani, B., Demirel, G., Bouchery, Y., & Dora, M. (2023). Can “ugly veg” supply chains reduce food loss? European Journal of Operational Research, 309(1), 117–132. https://doi.org/10.1016/j.ejor.2023.01.033

Hong, W., Zheng, C., Wu, L., & Pu, X. (2019). Analyzing the relationship between consumer satisfaction and fresh e-commerce logistics service using text mining techniques. Sustainability (Switzerland), 11(13), 1–16. https://doi.org/10.3390/su11133570

Huitink, M., Poelman, M. P., van den Eynde, E., Seidell, J. C., & Dijkstra, S. C. (2020). Social norm nudges in shopping trolleys to promote vegetable purchases: A quasi-experimental study in a supermarket in a deprived urban area in the Netherlands. Appetite, 151(2), 104655. https://doi.org/https://doi.org/10.1016/j.appet.2020.104655

Jaipong, P., Sriboonruang, P., Siripipattanakul, S., Sitthipon, T., Kaewpuang, P., & Auttawechasakoon, P. (2022). A review of intentions to use artificial intelligence in Big Data Analytics for Thailand agriculture. Review of Advanced Multidisciplinary Science, Engineering & Innovation (Ramsey), 1(2), 1–8. https://ssrn.com/abstract=4168434

Jiao, J. (2020). Analysis of the Current Situation and Development Trend of Mainstream Social E-Commerce in China. Atlantis Press: Advances in Economics, Business and Management Research, 159(2), 607–611. https://doi.org/10.2991/aebmr.k.201211.105

Kahfi, M. A., Jamaluddin, F., & Astuti, A. (2021). Pasar Tradisional di Masa Pandemi (Interaksi Sosial Pedagang dan Pembeli di Pasar Sentral Kota Palopo). Community : Pengawas Dinamika Sosial, 7(2), 227. https://doi.org/10.35308/jcpds.v7i2.4525

Kamrath, C., Rajendran, S., Nenguwo, N., Afari-Sefa, V., & Bröring, S. (2018). Adoption behavior of market traders: An analysis based on Technology Acceptance Model and Theory of Planned Behavior. International Food and Agribusiness Management Review, 21(6), 771–790. https://doi.org/10.22434/IFAMR2017.0043

Kiruthika, U., Raja, S. K. S., Balaji, V., & Raman, C. J. (2020). E-Agriculture for Direct Marketing of Food Crops Using Chatbots. ICPECTS 2020 - IEEE 2nd International Conference on Power, Energy, Control and Transmission Systems, Proceedings, 20–23. https://doi.org/10.1109/ICPECTS49113.2020.9337024

Kokkoris, M. D., & Stavrova, O. (2021). Meaning of food and consumer eating behaviors. Food Quality and Preference, 94(July), 104343. https://doi.org/10.1016/j.foodqual.2021.104343

Lee, C. L., Strong, R., & Dooley, K. E. (2021). Analyzing precision agriculture adoption across the globe: A systematic review of scholarship from 1999–2020. Sustainability (Switzerland), 13(18), 1–15. https://doi.org/10.3390/su131810295

Li, B., Yin, Z., Ding, J., Xu, S., Zhang, B., Ma, Y., & Zhang, L. (2020). Key influencing factors of consumers’ vegetable e-commerce adoption willingness, behavior, and willingness-behavior consistency in Beijing, China. British Food Journal, 122(12), 3741–3756. https://doi.org/10.1108/BFJ-11-2019-0834

Li, L., Paudel, K. P., & Guo, J. (2021). Understanding Chinese farmers’ participation behavior regarding vegetable traceability systems. Food Control, 130(June), 108325. https://doi.org/10.1016/j.foodcont.2021.108325

Liu, L., & Peng, Q. (2022). Evolutionary Game Analysis of Enterprise Green Innovation and Green Financing in Platform Supply Chain. Sustainability (Switzerland), 14(13). https://doi.org/10.3390/su14137807

Liu, M., Jia, W., Yan, W., & He, J. (2023). Factors influencing consumers’ repurchase behavior on fresh food e-commerce platforms: An empirical study. Advanced Engineering Informatics, 56(2), 101936. https://doi.org/https://doi.org/10.1016/j.aei.2023.101936

Maulana, S., Najib, M., & Sarma, M. (2021). Analysis of the Effect of Marketing Mix on Consumer Trust and Satisfaction on Online Purchasing of Organic Food During the Outbreak of the Covid-19. Jurnal Aplikasi Manajemen, 19(2), 257–271. https://doi.org/10.21776/ub.jam.2021.019.02.03

Mookerjee, S., Cornil, Y., & Hoegg, J. A. (2021). From Waste to Taste: How “Ugly” Labels Can Increase Purchase of Unattractive Produce. Journal of Marketing, 85(3), 62–77. https://doi.org/10.1177/0022242920988656

Naruetharadhol, P., Wongsaichia, S., Pienwisetkaew, T., Schrank, J., Chaiwongjarat, K., Thippawong, P., Khotsombat, T., & Ketkaew, C. (2023). Consumer Intention to Utilize an E-Commerce Platform for Imperfect Vegetables Based on Health-Consciousness. Foods, 12(6), 1–24. https://doi.org/10.3390/foods12061166

Nsele, M. K., Fyama, J. N. M., Maréchal, K., & Dogot, T. (2022). Factors Influencing the Sustained Adoption of Innovative Techniques by Urban Farmers in Lubumbashi, Democratic Republic of Congo. Agriculture (Switzerland), 12(8), 1–19. https://doi.org/10.3390/agriculture12081157

Pietrangeli, R., Herzberg, R., Cicatiello, C., & Schneider, F. (2023). Quality Standards and Contractual Terms Affecting Food Losses: The Perspective of Producer Organisations in Germany and Italy. Foods, 12(10), 1–14. https://doi.org/10.3390/foods12101984

Rahmalia, D., Sari, I. R. M., Kasymir, E., & Tantriadisti, S. (2022). Keputusan Pembelian Bahan Pangan Online oleh Konsumen Rumah Tangga di Kota Bandar Lampung, Indonesia. Agro Bali : Agricultural Journal, 5(2), 384–391. https://doi.org/10.37637/ab.v5i2.942

Rahmaningtyas, A., Mawardi, N. K., & Sudrajat, I. S. (2022). Technology Acceptance Model (TAM) as Factors of Online Vegetable Purchasing Decision. Agribusiness Journal, 5(2), 1–7. https://doi.org/10.31327/aj.v5i2.1852

Reardon, T., Belton, B., Liverpool-Tasie, L. S. O., Lu, L., Nuthalapati, C. S. R., Tasie, O., & Zilberman, D. (2021). E-commerce’s fast-tracking diffusion and adaptation in developing countries. Applied Economic Perspectives and Policy, 43(4), 1243–1259. https://doi.org/10.1002/aepp.13160

Richards, T. J., & Rickard, B. (2020). COVID-19 impact on fruit and vegetable markets. Canadian Journal of Agricultural Economics, 68(2), 189–194. https://doi.org/10.1111/cjag.12231

Rogus, S., Guthrie, J. F., Niculescu, M., & Mancino, L. (2020). Online Grocery Shopping Knowledge, Attitudes, and Behaviors Among SNAP Participants. Journal of Nutrition Education and Behavior, 52(5), 539–545. https://doi.org/10.1016/j.jneb.2019.11.015

Rohe, S., Oltmer, M., Wolter, H., Gmeiner, N., & Tschersich, J. (2022). Forever niche: Why do organically bred vegetable varieties not diffuse? Environmental Innovation and Societal Transitions, 45(1), 83–100. https://doi.org/10.1016/j.eist.2022.09.004

Ronad, A., & Madgi, M. (2021). Online Platform for Agricultural Produce Livestock Marketing. International Journal on Recent and Innovation Trends in Computing and Communication, 9(12), 12–18. https://doi.org/10.17762/ijritcc.v9i12.5494

Selvia, D., & Deliana, Y. (2022). Pengaruh Social Media Marketing Melalui Instagram Terhadap Keputusan Pembelian Sayur Organik Di Warung 1000 Kebun Bandung. Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 8(2), 1476. https://doi.org/10.25157/ma.v8i2.8044

Seopela, L., & Zulu, V. M. (2022). Consumer perceptions on satisfaction and word of mouth in smallholder horticultural stores in an emerging economy. Management Science Letters, 12(1), 21–34. https://doi.org/10.5267/j.msl.2021.8.004

Simangunsong, B. Y. P. (2022). Peluang dan Tantangan Usaha Mikro Kecil dan Menengah (UMKM): Systematic Literature Review. Jurnal Ekonomi Pembangunan, 1(1), 25–39. https://jureka.fekonubt.net/index.php/jureka/article/view/21

Sofi, Y., Susanti, E., Sumantri, A., Budiaman, S. S., & Nuraeni, N. (2023). Processing Of School Garden Products With Vacuum Frying Technology And Marketing Digitalization In Growing Entrepreneurship And Food Security At The Students Of The Al- Mua ’ aawanah. Abdimas Umtas: Jurnal Pengabdian Kepada Masyarakat LPPM-Universitas Muhammadiyah Tasikmalaya, 6(1), 3172–3178. https://journal.umtas.ac.id/index.php/ABDIMAS/article/view/2944

Stöckli, S., & Dorn, M. (2021). Awareness, intention, and behavior: Three empirical perspectives on predicting the purchase of abnormally shaped fruits and vegetables. Resources, Conservation and Recycling, 168(February). https://doi.org/10.1016/j.resconrec.2021.105431

Trisna, A. A. I., Ustriyana, I. N. G., & Arisena, G. M. K. (2021). Agrisocionomics Marketing of Vegetables Through E-Commerce in Bali Province. Agrisocionomics, 5(1), 56–67. http://ejournal2.undip.ac.id/index.php/agrisocionomics

Truong, V. A., Lang, B., & Conroy, D. M. (2021). Are trust and consumption values important for buyers of organic food? A comparison of regular buyers, occasional buyers, and non-buyers. Appetite, 161(January), 105123. https://doi.org/10.1016/j.appet.2021.105123

Wahyuni Trisna, N. M. S., & Fardani Zulkifli, F. (2021). Bisnis Kreatif Di Era Digital Dengan Mengangkat Kearifan Lokal. Jurnal Da Moda, 2(2), 42–47. https://doi.org/10.35886/damoda.v2i2.198

Wang, Y., & Coe, N. M. (2021). Platform ecosystems and digital innovation in food retailing: Exploring the rise of Hema in China. Geoforum, 126(October 2020), 310–321. https://doi.org/10.1016/j.geoforum.2021.08.007

Warganegara, D. L., & Hendijani, R. B. (2022). Factors That Drive Actual Purchasing of Groceries through E-Commerce Platforms during COVID-19 in Indonesia. Sustainability (Switzerland), 14(6), 1–21. https://doi.org/10.3390/su14063235

Wibowo, R. P., Jessica, N., & Surbakti, R. (2023). Faktor-Faktor yang Mempengaruhi Permintaan dan Penawaran Bawang Merah di Indonesia Factors Influencing Demand and Supply of Shallots in Indonesia. Agro Bali : Agricultural Journal, 6(2), 326–336. https://ejournal.unipas.ac.id/index.php/Agro/article/view/1312

Zaman, S., Barua, B., Islam, M. O., & Haque, A. K. (2022). Effect of Covid-19 on the purchasing behavior of consumers in e-commerce. AIUB Journal of Business and Economics, 19(January), 71–96.

Zhao, K., Shi, H., Zhang, Y. Y., & Sheng, J. (2021). Fresh Produce E-Commerce and Online Shoppers’ Purchase Intention. Chinese Economy, 54(6), 415–429. https://doi.org/10.1080/10971475.2021.1890359

DOI: https://doi.org/10.37637/ab.v6i3.1492

Refbacks

  • There are currently no refbacks.