Comparing influencing factors of online and offline fresh food purchasing: consumption values perspective

Xintian Wang and Yan Li ()
Additional contact information
Xintian Wang: Renmin University of China
Yan Li: Renmin University of China

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, 2024, vol. 26, issue 5, No 77, 12995-13015

Abstract: Abstract E-commerce is regarded as a sustainable purchasing method with a large carbon emission reduction potential. Therefore, comparing the influencing factors of consumers’ decision-making in traditional and online channels is helpful to understand consumers’ purchasing behaviors in different channels and guide consumers to shift to green consumption. This study aims to investigate the differences in the factors impacting the fresh food purchase behavior of online and offline consumers and provide implications for relevant stakeholders based on the study results. The data from 402 questionnaires were analyzed using the partial least squares structural equation modeling (PLS-SEM) method within the theoretical framework of the theory of consumption values. The results show that two groups are significantly different in emotional value and conditional value, with the offline group focusing more on shopping immediacy and a pleasant shopping experience, and the online group focusing more on convenience and trust in well-known channels and brands. The insignificance of green labels and green product information suggests that consumers have not acquired the habit of referring to green product information to help them make green purchasing decisions in terms of fresh food. Relevant companies should differentiate their marketing strategy to attract target consumers, and the role of product green information should be emphasized in future.

Keywords: Green consumption; Online and offline; Fresh food; Theory of consumption values; PLS-SEM (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10668-023-04056-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:endesu:v:26:y:2024:i:5:d:10.1007_s10668-023-04056-5

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/10668

DOI: 10.1007/s10668-023-04056-5

Access Statistics for this article

Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development is currently edited by Luc Hens

More articles in Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().