Factors that influence consumers’ non-adoption of FMCG online shopping post Covid-19 in South Africa

Abstract

The study investigates the factors influencing the non-adoption of online shopping for FastMoving Consumer Goods (FMCG) among South African consumers. Despite high internet penetration, advanced payment systems, and growing e-commerce infrastructure, the adoption of online FMCG shopping remains low. Existing literature predominantly focuses on adoption, leaving a critical gap in understanding resistance behaviours. This study addresses this gap by developing and empirically testing an integrated theoretical model that inverts the Unified Theory of Acceptance and Use of Technology (UTAUT), the Social Exchange Theory (SET), Trust Transfer Theory (TTT), Social Presence Theory (SPT) and incorporates Technophobia. Adopting a post-positivist paradigm and a quantitative, cross-sectional design, data were collected from 414 respondents who had never purchased FMCG online. Using Structural Equation Modelling (SEM), the study tested the hypothesised relationships among twelve constructs. The results revealed that while traditional technology-related factors such as negative performance expectancy, effort expectancy, social influence, and facilitating conditions were not significant predictors of non-adoption, relational and trust-based constructs were pivotal. Specifically, perceived lack of reciprocity and distrust in online shopping channels significantly influenced reluctance to shop online, with distrust in online payment systems and lack of social presence emerging as strong antecedents of distrust. The findings highlight that non-adoption stems less from usability or access issues and more from a deficit in trust and social exchange integrity. The study contributes theoretically by inverting the adoption paradigm and practically by offering insights for research practitioners and retailers to design interventions that foster trust and inclusive digital participation in South Africa’s evolving e-commerce landscape.