AUTHOR=Hassan Sherouk , Liu Aijun , Niazi Rohullah , Ahmed Mohamed A. , Aali Esraa. A. , Anyango Ochieng Stella , Ayoub Ahmed , Moustafa Mohamed Ahmed , Ali Abdelrahman , Eliw Moataz 

TITLE=Assessing the impact of Amazon’s marketing strategies on consumer behavior in the food sector

JOURNAL=Frontiers in Sustainable Food Systems

VOLUME=Volume 9 - 2025

YEAR=2025

URL=https://www.frontiersin.org/journals/sustainable-food-systems/articles/10.3389/fsufs.2025.1594613

DOI=10.3389/fsufs.2025.1594613

ISSN=2571-581X

ABSTRACT=The growth of the technology industry has changed online marketing and shaped consumer behavior. Despite extensive research on internet usage and social media trends, the online purchasing behavior of Egyptian consumers, particularly in the food products area, has received limited attention. This study provides valuable insights for businesses to enhance their strategies, policymakers to advance digital transformation initiatives, and academics. The main purpose of this study was to understand Egyptian consumer behavior, particularly in online food purchases, using Amazon Egypt as a case study, based on the theory of planned behavior (TPB) as a framework. The research examined variables such as convenience motivation, price-saving orientation, app quality, service quality, perceived risk, subjective norms, perceived control, and consumer attitude toward online food purchase intention. Data were gathered through online surveys of 400 participants from Cairo and analyzed using structural equation modeling (SEM). The results indicated that convenience motivation, price-saving orientation, app quality, subjective norms, and perceived control positively influence consumer attitudes, which in turn strongly impact purchase intentions. These findings underline the importance of convenience, affordability, and technological factors in shaping consumer preferences in Egypt’s online food market.