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Qualitative research to explore consumer attitudes to food sold online


This research report provides findings from 12 online discussion groups conducted via video with a range of consumers split across different demographics in England, Wales, and Northern Ireland. To allow for exploration of the nuances in participants’ online food purchasing behaviours, the discussion groups were further split according to participants’ online food purchasing habits. During the 90-minute discussion groups, participants discussed their views towards food sold online. Participants were also shown five online food purchasing scenarios designed to explore whether types of food and/or types of platform affected participants’ perceptions of risk. To conclude the discussion, participants were asked about their awareness of controls and regulations currently in place to regulate the online food purchasing industry across different platforms.