Shopping mobility accounts for a significant share of total travel, while the growth of e-commerce is reshaping consumer purchasing behaviour and retail dynamics. Comprehending how territorial and sociodemographic factors shape the choice between physical and digital retail channels is therefore a key issue for transport planning and sustainable urban mobility. In this context, it is important to understand how accessibility to different classes of retailers is configured and how it can impact purchasing choices. Through a discrete choice analysis, this study examines the sociodemographic and territorial determinants of purchasing behaviour, focusing on the clothing market. Four purchase alternatives are considered: medium-sized and small urban retail stores, shopping malls, online purchasing, and no purchase. This multi-alternative framework enables the direct estimation of substitution patterns not only between physical and digital retail, but also between distinct forms of physical retail. Data were collected through a survey conducted in Southern Italy, providing empirical evidence from a territorial setting that is structurally underrepresented in the existing literature. A multinomial logit model and a two-level hierarchical logit model incorporating pedestrian accessibility—measured as walking time from residence to the nearest clothing store—alongside sociodemographic and territorial attributes were calibrated to analyse alternative choice behaviour. The calibrated models show interesting results, highlighting the role of pedestrian accessibility in the choice of clothing stores in city centres. Age, income, and territorial variables further differentiate channel preferences across population segments. The findings offer relevant implications for policymakers, governance managers, urban planners, and researchers concerned with retail location, sustainable accessibility, and consumer behaviour. These insights are highly valuable for developing planning that addresses the United Nations 2030 Agenda, particularly Sustainable Development Goal 11.
Russo et al. (Fri,) studied this question.