Personal privacy as a positive experience of shopping: an illustration through the case of online grocery shopping

摘要: Purpose - This paper aims to demonstrate the need for an improved understanding of opportunities offered by privacy online. is contextualized in case supermarket purchases food particular, often described as intimate and personal choice. In grocery shopping, "intimacy" may be at household level between members or/and e-grocers' offerings, their other "non-food" related services Design/methodology/approach draws upon social practice theory research, retailing consumer behaviour order develop a conceptual framework value positive privacy. The research uses 39 in-depth interviews e-grocery shoppers area Portsmouth (UK). Findings suggests embedded elements into strategy driver growth sector. Three meta-themes requiring different approaches are uncovered. Positive dynamic contextual consumer/household levels well product/e-grocery brands. Research limitations/implications advocates building long-term sustainable relationship through sharing, offering, exchange information rather than pure technological chasing data. Originality/value A centred bottom-up approach employed demonstrating two-way dialogues with consumers on sensitive issues. E-grocery used illustration that involves regular re-purchase basket staple goods over long period time where becomes latent concern. © Emerald Group Publishing Limited.