The Attitude of Generations X, Y to Online Grocery Shopping

This research is devoted to the study of the attitude of Russian generations X and Y to e-grocery. Changes in food retailing related to CAVID-19 and the restrictive measures introduced resulted in a 214% increase in the e-grocery segment. Previous foreign studies have focused more on identifying the advantages and disadvantages of this type of purchase, but do not focus on the attitude of consumers to this type of purchase. Given the specifics of the differences between foreign and Russian consumer behavior, it becomes obvious that there is some uncertainty in the attitude of consumers of generations X and Y to make online purchases of food in the Russian Federation. The present investigation attempts to fill this gap. The work consists of three chapters. The first chapter is devoted to the food market, showing the main players in the e-grocery segment at the time of writing (May 2021). The second chapter is devoted to the theory of generations and the peculiarities of consumer behavior of each of the studied generations. The third chapter is an empirical part with a mixed design, where methods such as interviews and online surveys were used to determine attitudes to making food purchases online. This thesis is rather exploratory and descriptive in nature, which opens up space for further work on this topic.