Exploring distrust in online food purchases among Chinese elderly: insights from relative digital deprivation

Purpose This study applies the theory of relative digital deprivation to systematically analyze two aspects: (a) the mechanisms through which consumer distrust arises in online food transactions and (b) its negative impact on the purchase intentions of elderly consumers. Design/methodology/approach This study is based on an empirical investigation conducted through an online survey of Chinese elderly consumers (n = 293) and utilizes partial least squares structural equation modeling for analysis. Findings Technology anxiety and food safety perceptions are key factors influencing elderly consumers' online food purchase decisions through the lens of consumer distrust, with a strong correlation between the two. Both factors significantly affect consumer distrust, with technology anxiety having a stronger direct effect, while food safety perception exerts a greater total influence. Furthermore, the sense of relative digital deprivation plays a dual role, both amplifying negative psychological experiences and suppressing positive perceptions. Originality/value This study explores the intricate psychological mechanisms that impede online food purchase intentions among elderly consumers. It offers a valuable theoretical foundation for developing online food marketing strategies tailored to digitally vulnerable groups, such as the elderly, and helps enterprises overcome the challenge of consumer distrust.