In-store or online grocery shopping before and during the COVID-19 pandemic

This paper presents results of a unique stated choice (SC) experiment to uncover the determinants of grocery shopping channel choice during the first wave of COVID-19 infections, where the most restrictive containment measures were in place. The choice sets were framed under regular and pandemic conditions, allowing for the estimation of pandemic-specific effects for each of the choice attributes. Our results show a significant overall increase of about 13%-points in online grocery shopping under pandemic conditions. Shopping and delivery costs were found to be the major decision drivers in both experimental settings, while the waiting time in front of the grocery store and risk of infection only played an secondary role. The value of delivery time savings (VDTS) decreases from about 10.8 CHF/day in the regular to 7.4 CHF/day in the pandemic case, indicating that respondents show an increased patience when waiting for the delivery of the ordered groceries. However, choice attributes related to the shopping trip, i.e. travel time and cost, do not show any notable effects. The COVID-19 death risk was valued rather low by the respondents and the relatively unrestricted Swiss containment measures are in line with the respondents’ average preferences, as shown by a relatively low value of statistical life (VSL) of about 800,000 CHF.