Exploring the adoption of sustainable omni-channel grocery technologies among generation Z in Malaysia: the moderating role of risk mitigation for perishability
Abstract Advancements in technology have allowed businesses in Malaysia to shift from a multi-channel strategy to an omni-channel approach. Despite this change, there have been limited studies on Malaysian consumers' readiness to embrace omni-channel retailing, specifically grocery shopping. Mo...
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| Format: | Article |
| Language: | English |
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Springer
2025-04-01
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| Series: | Discover Sustainability |
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| Online Access: | https://doi.org/10.1007/s43621-025-01191-z |
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| author | Nornajihah Nadia Hasbullah Ag Kaifah Riyard Kiflee Hainnuraqma Rahim Fathimath Zaina Shahid Saiful Anwar K. K. Ramachandran |
| author_facet | Nornajihah Nadia Hasbullah Ag Kaifah Riyard Kiflee Hainnuraqma Rahim Fathimath Zaina Shahid Saiful Anwar K. K. Ramachandran |
| author_sort | Nornajihah Nadia Hasbullah |
| collection | DOAJ |
| description | Abstract Advancements in technology have allowed businesses in Malaysia to shift from a multi-channel strategy to an omni-channel approach. Despite this change, there have been limited studies on Malaysian consumers' readiness to embrace omni-channel retailing, specifically grocery shopping. Moreover, the idea of a seamless shopping experience across different channels is relatively new in Malaysia. This research confirmed the legitimacy of UTAUT2 in omni-channel grocery retailing, taking into account risk mitigation of product perishability as a factor affecting customer purchase intention. The survey included 250 Generation Z respondents, with data analysis conducted using partial least squares–structural equation modelling (PLS-SEM). Unlike past research, the direct correlation showed that performance expectancy and facilitating conditions were the only factors that had a significant connection with omni-channel grocery buying intention. The moderating effect showed that risk mitigation for perishable product only significantly interacts with effort expectancy and price in relation to omni-channel grocery purchase intention. The research provides both theoretical and practical knowledge on Generation Z customers' preparedness for using technology in omni-channel grocery shopping. Furthermore, this research offered helpful recommendations for retailers who use omni-channel strategies to develop their omni-channel customer base. |
| format | Article |
| id | doaj-art-f86d116e1d2e4e12b3bfb1a536e5ee30 |
| institution | OA Journals |
| issn | 2662-9984 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | Springer |
| record_format | Article |
| series | Discover Sustainability |
| spelling | doaj-art-f86d116e1d2e4e12b3bfb1a536e5ee302025-08-20T01:48:52ZengSpringerDiscover Sustainability2662-99842025-04-016111710.1007/s43621-025-01191-zExploring the adoption of sustainable omni-channel grocery technologies among generation Z in Malaysia: the moderating role of risk mitigation for perishabilityNornajihah Nadia Hasbullah0Ag Kaifah Riyard Kiflee1Hainnuraqma Rahim2Fathimath Zaina Shahid3Saiful Anwar4K. K. Ramachandran5Department of Business and Management, Universiti Teknologi MARA (UiTM) MelakaFaculty of Business, Economics and Accounting, Universiti Malaysia SabahDepartment of Business and Management, Universiti Teknologi MARA (UiTM) MelakaZikura International CollegeDepartment of Islamic Economics, IAIN SalatigaManagement/Commerce/International Business, DR. G. R. D. College of ScienceAbstract Advancements in technology have allowed businesses in Malaysia to shift from a multi-channel strategy to an omni-channel approach. Despite this change, there have been limited studies on Malaysian consumers' readiness to embrace omni-channel retailing, specifically grocery shopping. Moreover, the idea of a seamless shopping experience across different channels is relatively new in Malaysia. This research confirmed the legitimacy of UTAUT2 in omni-channel grocery retailing, taking into account risk mitigation of product perishability as a factor affecting customer purchase intention. The survey included 250 Generation Z respondents, with data analysis conducted using partial least squares–structural equation modelling (PLS-SEM). Unlike past research, the direct correlation showed that performance expectancy and facilitating conditions were the only factors that had a significant connection with omni-channel grocery buying intention. The moderating effect showed that risk mitigation for perishable product only significantly interacts with effort expectancy and price in relation to omni-channel grocery purchase intention. The research provides both theoretical and practical knowledge on Generation Z customers' preparedness for using technology in omni-channel grocery shopping. Furthermore, this research offered helpful recommendations for retailers who use omni-channel strategies to develop their omni-channel customer base.https://doi.org/10.1007/s43621-025-01191-zOmni-channelSustainable grocery shoppingTechnology adoptionUTAUT2Risk mitigationGeneration Z |
| spellingShingle | Nornajihah Nadia Hasbullah Ag Kaifah Riyard Kiflee Hainnuraqma Rahim Fathimath Zaina Shahid Saiful Anwar K. K. Ramachandran Exploring the adoption of sustainable omni-channel grocery technologies among generation Z in Malaysia: the moderating role of risk mitigation for perishability Discover Sustainability Omni-channel Sustainable grocery shopping Technology adoption UTAUT2 Risk mitigation Generation Z |
| title | Exploring the adoption of sustainable omni-channel grocery technologies among generation Z in Malaysia: the moderating role of risk mitigation for perishability |
| title_full | Exploring the adoption of sustainable omni-channel grocery technologies among generation Z in Malaysia: the moderating role of risk mitigation for perishability |
| title_fullStr | Exploring the adoption of sustainable omni-channel grocery technologies among generation Z in Malaysia: the moderating role of risk mitigation for perishability |
| title_full_unstemmed | Exploring the adoption of sustainable omni-channel grocery technologies among generation Z in Malaysia: the moderating role of risk mitigation for perishability |
| title_short | Exploring the adoption of sustainable omni-channel grocery technologies among generation Z in Malaysia: the moderating role of risk mitigation for perishability |
| title_sort | exploring the adoption of sustainable omni channel grocery technologies among generation z in malaysia the moderating role of risk mitigation for perishability |
| topic | Omni-channel Sustainable grocery shopping Technology adoption UTAUT2 Risk mitigation Generation Z |
| url | https://doi.org/10.1007/s43621-025-01191-z |
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