Agric. Econ. - Czech, 2024, 70(1):34-47 | DOI: 10.17221/314/2023-AGRICECON

Does the payment method matter in online shopping behaviour? Study on the Romanian market of vegetables during the pandemic crisisOriginal Paper

Ioan-Sebastian Brumă ORCID...1, Cristina Cautisanu ORCID...1,2, Lucian Tanasă ORCID...1, Simona-Roxana Ulman ORCID...1,2, Meda Gâlea1,3, Alexandra Raluca Jelea4
1 Gheorghe Zane Institute for Economic and Social Research, Romanian Academy, Iasi Branch, Iasi, Romania
2 Integrated Centre of Environmental Science Studies in the North East Region (CERNESIM), Institute of Interdisciplinary Research, Alexandru Ioan Cuza University of Iasi, Iasi, Romania
3 Doctoral School of Economics and Business Administration, Alexandru Ioan Cuza University of Iasi, Iasi, Romania
4 Academy of Romanian Scientists, Bucharest, Romania

The present study, centred on customer online shopping behaviours, aims at analysing the frequency of vegetable acquisition and its main determining factors, while considering different methods of payment, i.e. cash, debit card, and bank transfer on the Romanian market. Using data obtained from a questionnaire applied nationwide, a descriptive analysis and logistic regression were performed. An immature market in terms of digitalisation, characterised by the customers’ mistrust in online bank transfers, but also in products sold online was observed. In addition, the income, education, gender, and size of the household appeared to be significant in relation to the frequency of online orders for vegetables. Moreover, our results indicated that a higher customer readiness for a high price, large quantity, and a monthly delivery subscription comes bundled with a higher frequency of acquisition in the case of bank transfers. Our findings are especially focusing on the vegetable local producers’ promotion process, with its main desideratum of properly responding through adaptation to the continuously changing customers’ requirements, particularly when special contexts like the pandemic appear. Accordingly, our paper intended to offer several concrete responses in this regard, indicating some possible paths for better managing the communication process on the vegetable market.

Keywords: fresh vegetables; methods of payment; online purchasing behaviours; particularities of the offer; Romania; socio-demographic and economic factors

Received: September 19, 2023; Revised: December 4, 2023; Accepted: January 11, 2024; Published: January 29, 2024  Show citation

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Brumă I, Cautisanu C, Tanasă L, Ulman S, Gâlea M, Jelea AR. Does the payment method matter in online shopping behaviour? Study on the Romanian market of vegetables during the pandemic crisis. Agric. Econ. - Czech. 2024;70(1):34-47. doi: 10.17221/314/2023-AGRICECON.
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