ABSTRACT
Purpose: The purpose of this paper is to provide an alternative framework that will assist in understanding the adoption of digital food shopping. The coronavirus disease 2019 (COVID-19) pandemic has exacerbated the demand for digital shopping, but the adoption of digital shopping for food has not accelerated as fast as in other product categories. This study considered the role of socio-cultural factors to understand the reason for slow adoption of digital technology to access food. A cultural framework that can be used to investigate socio-cultural factors in this context was lacking, however, this paper provides a discussion of social and cultural factors and developed measurement scales to assist in understanding cultural change acceptance in consumers' adoption of digital technology to purchase food. Design/methodology/approach: Using Hayes' process analysis, this paper investigated how cultural acceptance – mediated by consumer affection and appeal and measuring the moderated effects of digital trust (DT) – determined the eventual impact on consumer intention to adopt digital food retailing. This paper also considered moderated mediation with parallel mediations (consumer affection and appeal, digital convenience (DC) and consumer digital readiness) interacting with DT and consumer learning. Findings: The authors found that cultural acceptance of digital technology (CADT) is an antecedent to the adoption of digital shopping for food, but this is also mediated by consumers' appeal and affection for digital technology and consumers' digital readiness. Practical implications: This study also indicates that DT influences consumer appeal and affection (CAA), especially amongst female consumers. Originality/value: The paper represents an empirical investigation of a new conceptual framework that considers socio-cultural factors to understand consumers' use of digital technology in food shopping which has been an existing knowledge gap in current literature. © 2022, Kimberly Thomas-Francois, Simon Somogyi and Alireza Zolfaghari.