Mobile shopping has become a popular alternative approach for purchasing all type of goods around the world and it is considered a step ahead of the online shopping. Buying groceries is a crucial habit that must be carried out in order to fulfill the needs for households. Research on mobile grocery shopping is still in its early stages. Based on the theory of planned behavior and the consumer characteristic of trust in the grocery retailer, five hypotheses were developed with the purpose to investigate consumers’ intentions to buy groceries by mobile. The data was collected through a survey from 186 consumers. Furthermore, the analysis of the data was done in SPSS through correlation matrix, descriptive variables and regression analysis. The results of the study suggest that attitude and subjective norms influence positively the intention to shop groceries by mobile. If grocery retailers decide to engage in the mobile sales channel, these findings can help them to understand what drives consumers to adopt the behavior of shopping groceries by mobile
