Exploring the adoption of sustainable omni‑channel grocery technologies among Generation Z in Malaysia: The moderating role of risk mitigation for perishability

Nornajihah Nadia Hasbullah and Ag Kaifah Riyard Kifee and Hainnuraqma Rahim and Fathimath Zaina Shahid and Saiful Anwar and K. K. Ramachandran (2025) Exploring the adoption of sustainable omni‑channel grocery technologies among Generation Z in Malaysia: The moderating role of risk mitigation for perishability. Discover Sustainability, 6 (336). pp. 1-17. ISSN 2662-9984

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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.

Item Type:	Article
Keyword:	Omni-channel, Sustainable grocery shopping, Technology adoption, UTAUT2, Risk mitigation, Generation Z
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor H Social Sciences > HF Commerce > HF1-6182 Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Department:	FACULTY > Faculty of Business, Economics and Accounting
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	18 Jul 2025 10:23
Last Modified:	18 Jul 2025 10:23
URI:	https://eprints.ums.edu.my/id/eprint/44527

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