Understanding the key drivers of consumer adoption of grocery subscription services in Thailand

This study explores the factors influencing consumers' intention to adopt grocery subscription services in Thailand. With rising competition among grocery retailers, subscription-based models have become a popular strategy for customer retention, particularly used in markets like the US and UK. In Thailand, however, these models are less implemented by grocery retailers, possibly due to Thai consumers' preference for traditional shopping. Nevertheless, a shift toward omnichannel trends has been emerging after Covid pandemic.This research aims to understand influenced factors such as value of convenience, value for money, trust, grocery providers’ brand image, brand reputation, and satisfaction, while also exploring the roles of shopping behavior and perceived risk. A survey of 440 respondents who are the main household grocery purchasers was conducted. Data were analyzed using quantitative methods, including descriptive statistics, reliability testing, correlation analysis, and regression models.The results reveal that value of convenience, value for money, and trust significantly and positively influence subscription intention. Trust is further shaped by brand image, brand reputation, and customer satisfaction. However, shopping behavior and perceived risk showed no significant impact, contrasting with findings from e-commerce related studies.These findings suggest that grocery providers could develop this subscription model and should emphasize communications and increase brand awareness of convenience, cost-saving benefits, and trust-building strategies to bridge the gap in subscription adoption particularly among traditional shoppers. Future research should focus on a more diverse sample of Thai consumer groups to better understand shopping behavior and perceived risk across different respondent profiles, preferences, and product categories.