How attitudes and purchases differ between also-online versus offline-only grocery shoppers in online and offline grocery shopping

B üggemann, Philipp; Pauwels, Koen
A icle — Published Ve sion
How a i udes and pu chases di e be ween also-online
e sus o line-only g oce y shoppe s in online and o line
g oce y shopping
Elec onic Comme ce Resea ch
P o ided in Coope a ion wi h:
Sp inge Na u e
Sugges ed Ci a ion: B üggemann, Philipp; Pauwels, Koen (2024) : How a i udes and pu chases di e
be ween also-online e sus o line-only g oce y shoppe s in online and o line g oce y shopping,
Elec onic Comme ce Resea ch, ISSN 1572-9362, Sp inge US, New Yo k, NY, Vol. 25, Iss. 3, pp.
1973-2009,
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Elec onic Comme ce Resea ch (2025) 25:1973–2009
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How a i udes andpu chases di e be weenalso‑online
e suso line‑only g oce y shoppe s inonline ando line
g oce y shopping
PhilippB üggemann1 · KoenPauwels2
Accep ed: 28 Feb ua y 2024 / Published online: 1 Ap il 2024
© The Au ho (s) 2024
Abs ac
The su ge in online g oce y shopping amid he COVID-19 pandemic has signi i-
can ly al e ed he balance be ween o line and online pu chases, in luencing con-
sume a i udes owa d hese channels. Gi en he an icipa ed con inued g ow h
o online g oce y shopping in he coming yea s, esea ch on his opic becomes
inc easingly c ucial o e aile s, manu ac u e s, and consume s. Pa icula ly, b and
manage s and e aile s ind hemsel es unce ain abou he implica ions o hei
consume segmen s and p oduc s, including na ional e sus p i a e label b ands,
o ganic p oduc s, and ai - ade p oduc s. Agains his backd op, ou s udy del es
in o consume cha ac e is ics and pu chase beha io o explo e he dis inc ions
be ween o line-only and also-online g oce y shoppe s. Addi ionally, we examine
whe he consume beha io a ies ac oss o line and online channels. Speci ically,
we analyze ex ensi e household panel da a encompassing 4,142,485 pu chases and
di e se consume cha ac e is ics (such as demog aphics and a i udes) om an a e -
age o 21,428 households spanning he yea s 2016–2020. I is no ewo hy ha also-
online shoppe s, despi e hei p e e ence o con enience, end o be younge , eside
in la ge ci ies, and exhibi mo e posi i e a i udes owa d buying local and en i on-
men al esponsibili ies. These consume s, cha ac e ized by lowe p ice conscious-
ness and highe b and p e e ences, display a g ea e inclina ion owa d na ional
b ands online compa ed o o line. Fu he mo e, hey exp ess mo e a o able a i-
udes owa d o ganic and ai - ade p oduc s and exhibi ela i ely highe pu chas-
ing o hese i ems. Ou ex ensi e empi ical analyses e eal ha hese c oss-sec ional
di e ences a e a ibu able, in pa , o demand-d i en ac o s and, in pa , o supply-
side e ec s. Th ough his esea ch, we p o ide aluable insigh s o b and manage s,
e aile s, and esea che s, acili a ing a be e unde s anding o he e ol ing e ail
landscape, pa icula ly wi hin he dynamic ealm o online g oce y shopping.
Keywo ds E-comme ce· Consume a i udes· Consume beha io · G oce y
shopping· Online g oce y shopping· Online shopping· Re ail
Ex ended au ho in o ma ion a ailable on he las page o he a icle
1974
P.B üggemann, K.Pauwels
1 In oduc ion
E-comme ce and online e ailing a e expe iencing s eady g ow h, pa icula ly
d i en by digi aliza ion. Despi e he p e iously sluggish adop ion o online g o-
ce y shopping (OGS) be o e he COVID-19 pandemic [1–3], he e has been a
subs an ial su ge in OGS since hen [4]. Illus a ed in Fig.1 is he mon hly e -
enue gene a ed by OGS ac oss ou p oduc ca ego ies in ela ion o he o al e -
enue o hese ca ego ies om 2016 o 2020. The igu e signi ies a no ewo hy
inc ease in he popula i y o OGS pos -COVID-19, aligning wi h ecen s a is-
ics [4, 5] and esea ch indings [6–10]. She h [11] also obse ed a conside able
shi in consume beha io due o he pandemic, p omp ing mo e e aile s, such
as Rewe o Edeka in Ge many, o o e OGS. Howe e , his expansion o dis ibu-
ion channels in oduces complexi ies and new challenges, including da a access,
in eg a ion, and p i acy p o ec ion [12]. Consequen ly, he e is a g owing impe a-
i e o ga he p ecise in o ma ion abou online and o line consume s o align he
espec i e channels closely wi h consume demand.
As es ablished e aile s ex end hei OGS o e ings, and new business mod-
els like Flink, Go illas, and Picnic eme ge, he knowledge o (po en ial) consum-
e s becomes c i ical o di e en ia ion om o line-only shoppe s and a ge ed
communica ion. In he ace o hese signi ican ans o ma ions, b and manage s
and e aile s mus unde s and how he e ol ing e ail landscape will impac hei
businesses.
Despi e nume ous s udies compa ing online e ailing and OGS o b ick-and-mo -
a e ailing [14–21], he e is a su p ising dea h o esea ch compa a i ely analyz-
ing consume cha ac e is ics (including demog aphics and a i udes) and pu chase
beha io be ween online and o line g oce y shoppe s. This gap is no ewo hy, gi en
ha p ac i ione s and esea che s equi e insigh s in o he dis inc ions in consume
cha ac e is ics and ac ual pu chase beha io be ween also-online and o line-only
shoppe s [22, 23]. In ligh o his, ou in es iga ion ocuses on he ollowing aspec s,
which we deem mos ele an o unde s anding online and o line g oce y shoppe s.
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
1.60%
2016-1 2016-7 2017-1 2017-7 2018-1 2018-7 2019-1 2019-7 2020-1 2020-7
Fig. 1 Volume-based sha e o OGS om 2016 o 2020 [13]
1975
How a i udes andpu chases di e be weenalso‑online e sus…
To in es iga e he undamen al dis inc ions be ween online and o line shoppe s,
we conside se e al consume demog aphics, including he age o he household
head, household size, and he numbe o child en. Gi en he g ea e a ailabili y o
OGS in u ban a eas [24, 25], we conduc an examina ion o di e ences in consum-
e s’ ci y size. Fu he mo e, in ligh o p e ious esea ch indica ing ha con enience
is a key mo i a o o online shopping [26], we unde ake an analysis o dispa i-
ies in consume s’ a i udes owa d con enience be ween online and o line g oce y
shoppe s. Agains he backd op o global wa ming and he inc easing emphasis on
clima e p o ec ion, he s udy explo es a ia ions in en i onmen al esponsibili y
and p e e ences o locally sou ced p oduc s. Gi en he posi i e impac o a i udes
owa d inno a ion and echnology on he abili y o shop online in gene al [27], a
simila impo ance is an icipa ed o OGS. The u iliza ion o loyal y ca ds [28, 29]
and he compe i ion be ween na ional b ands and p i a e labels a e pe inen opics
in g oce y shopping, wi h ich esea ch in he o line se ing [30–32] and g owing
wo k in online se ings [e.g., 17, 33–36. This esea ch complemen s exis ing s udies
by conside ing p ice consciousness and b and p e e ence in bo h online and o line
con ex s. Mo eo e , conside ing he ongoing end owa d o ganic and ai - ade
p oduc s, pa icula ly in he ood sec o [37, 38], he s udy analyzes OGS wi h a spe-
ci ic ocus on bo h o ganic and ai - ade consume a i udes and pu chases.
The o e a ching objec i e o his esea ch is o elucida e he consume segmen
ha engages mo e in OGS. Consequen ly, he ocus is on he ollowing esea ch
ques ion: Wha a e he di e ences in consume cha ac e is ics and pu chase beha -
io be ween also-online and o line-only g oce y shoppe s?
By add essing his esea ch ques ion, he s udy con ibu es new insigh s in o how
consume cha ac e is ics and pu chase beha io di e be ween o line g oce y shop-
ping and OGS. Speci ically, a compa a i e analysis is conduc ed on also-online and
o line-only g oce y shoppe s in di e en se ings o unco e po en ial dispa i ies in
household beha io and channel usage. The aim is o enable b and manage s and
e aile s o be e cha ac e ize and add ess online and o line g oce y shoppe s, espe-
cially in imes o changing e ail landscapes and global unce ain y [39–41].
In p io esea ch on OGS, ho ough analyses o online and o line shopping
beha io and he accep ance o OGS ha e been conduc ed [e.g., 15, 16, 42, 43. Chu
e al. [15] obse ed ha consume s exhibi lowe p ice sensi i i y in he online chan-
nel o he s udied g oce y e aile . Fu he empi ical in es iga ions by Chu e  al.
[16] e ealed ha households end o demons a e g ea e b and loyal y and p od-
uc size p e e ences in he online channel, while being less p ice-sensi i e. Hand
e al. [42] ocused on si ua ional ac o s, inding ha cons ain s ela ed o issues
such as childca e o heal h p oblems can incen i ize OGS. In e es ingly, some indi-
iduals discon inue OGS when he ini ial igge ing si ua ion is absen . Anesbu y
e al. [43] examined he beha io o 40 i s - ime online g oce y shoppe s, no ing a
desi e among consume s o sa e ime when shopping o g oce ies online. No ably,
o g oce ies, he au ho s concluded ha online shopping appea s o be e y simila
o in-s o e shopping.
Subsequen esea ch del ed in o he impac o OGS on s ockpiling [44], explo ed
OGS in di e en coun ies such as China [45], he Uni ed Kingdom [46, 47], he
Czech Republic [48], Po ugal [49], and Ge many [9], and add essed he e ol ing
1976
P.B üggemann, K.Pauwels
landscape o online and o line g oce y shopping due o he pandemic [8, 9, 13,
50–52]. Addi ionally, esea ch s eams in es iga ed he e ec s o OGS on p i a e
labels [53] and na ional b ands [54]. Howe e , ce ain aspec s ha e been o e looked
in p e ious OGS esea ch. Fi s , some s udies elying on consume a i udes owa d
OGS using su ey da a [2, 55–59] may ha e limi ed implica ions o ac ual pu chase
beha io . The implici assump ion ha consume s “do wha hey say” has been c i i-
cized (e.g., Ogil y1) and should be alida ed by compa ing i wi h ac ual pu chase
beha io . Second, empi ical s udies ace he isk o ou da ed indings, especially
gi en he apid de elopmen o OGS in ecen yea s. Thi d, p io esea ch has o en
ocused on speci ic aspec s o OGS (e.g., p ice sensi i i y, b ands, ime sa ing, spe-
ci ic coun ies, COVID-19), lacking a holis ic compa a i e analysis o online and
o line g oce y shoppe s.
To add ess hese signi ican esea ch gaps, B üggemann and Pauwels [60] di -
e en ia ed consume s in o also-online and o line-only g oce y shoppe s based on
pu chase da a. Subsequen ly, he au ho s analyzed consume cha ac e is ics and
pu chase beha io , concluding ha u he esea ch is needed wi h a s ong hypo-
he ical ounda ion, addi ional a iables, and mo e g anula compa isons o online
and o line pu chases. Responding o his call, we o mula e a se o hypo heses,
conside ing addi ional aspec s o OGS, and conduc in-dep h c oss-sec ional analy-
ses o gain a deepe unde s anding o a ious ace s o also-online and o line-only
shoppe s.
2 Theo e ical backg ound and esea ch hypo heses
Gi en he i ual absence o households exclusi ely engaged in OGS, we di e en i-
a e be ween o line-only g oce y shoppe s and also-online g oce y shoppe s o o -
mula e hypo heses ega ding consume cha ac e is ics and a i udes. We ini ia e ou
explo a ion wi h consume demog aphics (i.e., demog aphics and a i udes) (H1a-
H1d) be o e del ing in o echnology, inno a ion, and he use o loyal y ca ds (H2).
Subsequen ly, we in es iga e aspec s ela ed o p ice consciousness, b and p e e -
ence, and he sha es o pu chased (na ional) b ands (H3a and H3b). Finally, we sc u-
inize a i udes and pu chase beha io conce ning o ganic (H4a and H4b) and ai -
ade (H5a and H5b) p oduc s.
Age, household size and numbe o child en. Conce ning consume cha ac e is-
ics, aligning wi h p e ious esea ch, we an icipa e ha younge , well-educa ed con-
sume s a e mo e inclined o engage in OGS [9, 48, 49, 61, 62]. This expec a ion
is g ounded in he obse a ion ha younge indi iduals end o be mo e adep a
using (new) echnology [63]. Consequen ly, due o hei younge age, we an icipa e
ha also-online g oce y shoppe s will ha e smalle households wi h ewe child en
compa ed o hei o line-only coun e pa s. Recognizing subs an ial dispa i ies in
OGS be ween la ge ci ies and u al egions, we ind i pe inen o conside ci y size
1 See h ps:// www. good eads. com/ quo es/ 94765 61- he- oub le- wi h- ma ke - esea ch- is- ha - people- don-
- hink.

1977
How a i udes andpu chases di e be weenalso‑online e sus…
in addi ion o he a o emen ioned consume demog aphics. P e ious esea ch has
unde sco ed he signi ican a ia ion in OGS a ailabili y be ween la ge ci ies and
u al a eas [24, 25]. Hence, we posi he ollowing hypo hesis:
H1a Also-online g oce y shoppe s a e younge , ha e smalle households wi h
ewe child en, and eside in la ge ci ies compa ed o o line-only g oce y shoppe s.
Con enience o ien a ion. Consume s who p io i ize con enience, as e idenced by a
endency o a o online shopping [26, 64], a e mo i a ed by he educed ime and
ene gy demands associa ed wi h online ansac ions [65]. This inclina ion is u he
unde sco ed by he libe a ion om ime and place es ic ions [66, 67], as online
shopping o e s he lexibili y o b owse and make pu chases a one’s con enience.
Addi ionally, he appeal is enhanced by he con enience o home deli e y op ions
[68], p o iding consume s wi h he seamless expe ience o ha ing hei g oce ies
b ough di ec ly o hei doo s ep. The e o e:
H1b Also-online g oce y shoppe s a e mo e con enience-o ien ed han o line-only
g oce y shoppe s.
En i onmen al esponsibili y. As p e iously discussed, ou expec a ion is ha also-
online g oce y shoppe s a e cha ac e ized by a younge demog aphic p o ile [H1a,
61, 62]. This an icipa ion is g ounded in he obse a ion ha younge gene a ions
end o exhibi a g ea e awa eness o and conce n o en i onmen al issues [69–71].
Mo eo e , he e is e idence sugges ing ha OGS can be pe cei ed as a mo e
en i onmen ally iendly op ion due o po en ial educ ions in anspo a ion- ela ed
emissions and packaging was e [72].
Gi en hese conside a ions, we expec ha also-online g oce y shoppe s,
in luenced by hei younge age and he pe cei ed en i onmen al ad an ages
o OGS, a e mo e likely o demons a e a heigh ened sense o en i onmen al
esponsibili y compa ed o hei o line-only coun e pa s. The e o e:
H1c Also-online g oce y shoppe s show g ea e en i onmen al esponsibili y han
o line-only g oce y shoppe s.
Buying local. The bu geoning ood end o locally p oduced ood, pa icula ly
p e alen in Eu ope and No h Ame ica [27], has gained p ominence in he ood
indus y. E iksen [27, p.51] speci ies ha local ood is p ima ily de ined as
“geog aphical p oximi y equen ly in combina ion wi h ela ional p oximi y and
less o en in combina ion wi h alues o p oximi y”. The impo ance o local ood
is u he highligh ed by i s po en ial o educe he ca bon oo p in in e ail, in
pa icula by sa ing esou ces h ough sho e anspo dis ances [73]. Acco ding
o Ba ska and Wojciechowska-Solis [74], e-consume s ha e highe sha es o local
ood p oduc s. Howe e , he ques ion o whe he o line-only and also-online
g oce y shoppe s di e in e ms o a i udes owa d buying local has no ye been
in es iga ed. The explo a ion o his dis inc ion is c ucial, as i can p o ide insigh s
1978
P.B üggemann, K.Pauwels
o e aile s and b and manage s on po en ial dispa i ies in he alue placed on
buying local be ween hese consume segmen s. Add essing his esea ch gap, we
hypo hesize he ollowing:
H1d Also-online g oce y shoppe s ha e mo e posi i e a i udes owa d buying local
han o line-only g oce y shoppe s.
Technology, inno a ion, and consume ’s use o loyal y ca ds. Technology,
inno a ion, and he u iliza ion o consume loyal y ca ds a e c i ical ace s in luencing
OGS beha io s. Maa and Konings [75] unde sco e he in insic associa ion be ween
online shopping and consume s who demons a e a p edisposi ion owa ds openness
o echnology and inno a ion. Schul z and B üggemann [76] con ibu e o his
unde s anding by e ealing a nega i e co ela ion be ween echnology anxie y and
he pe cei ed ease o adop ing digi al oice assis an s in he con ex o OGS. Gi en
hese insigh s, a logical in e ence is he an icipa ion o a posi i e associa ion be ween
a i udes owa d echnology and inno a ion and he accep ance o OGS, pa icula ly
acknowledging OGS as an inno a i e echnology wi hin he e ail landscape.
In ligh o he heigh ened a i ude owa d echnology and inno a ions among also-
online shoppe s, we expec an inclina ion owa ds g ea e openness o loyal y ca ds.
Loyal y ca ds, encompassing all cus ome loyal y p og ams enabling consume s o
en oll o bene i s, cons i u e in eg al elemen s in bo h online and o line g oce y
e ailing [e.g., 77–79]. No ably, Lim and Lee [80] asse ha he likelihood o
success o loyal y p og ams is highe in he online domain compa ed o o line
channels. The au ho s a gue ha edeeming loyal y ewa ds is mo e con enien
online due o he absence o physical anspo a ion cos s.
Consequen ly, we posi he expec a ion ha he po en ially posi i e e ec s
associa ed wi h a i udes owa d echnology and inno a ion will ex end o he
u iliza ion o speci ic echnologies, such as loyal y ca ds, in he OGS con ex .
The e o e:
H2 Also-online g oce y shoppe s a e mo e open o echnology and inno a ion and
he e o e mo e likely o use loyal y ca ds han o line-only g oce y shoppe s.
P ice consciousness, b and p e e ence, and na ional b and pu chases. When
households op o ei he also-online o o line-only g oce y shopping, a ia ions
in p ice consciousness and b and p e e ence a e expec ed o a ise. Consequen ly,
hese di e ences will impac hei pu chases o (na ional) b ands, unde sco ing
he need o conside hese ac o s when compa ing also-online and o line-only
shoppe s.
P ice consciousness e e s o he inclina ion o indi iduals o seek he bes
p ice o each pu chase, emphasizing he pu sui o lowe p ices [81]. In he
g oce y e ailing con ex , esea ch has explo ed p ice sensi i i y in online
and o line g oce y shopping. Gan e  al. [82] asse , based on hei empi ical
indings, ha online g oce y shoppe s exhibi lowe p ice sensi i i y due o he
con enience a o ded by he in e ne . This conclusion is suppo ed by subsequen
1979
How a i udes andpu chases di e be weenalso‑online e sus…
g oce y e ailing-speci ic esea ch. Chu e al. [15] and Chu e al. [16] con end
ha households display e en lowe p ice sensi i i ies when shopping o
g oce ies online compa ed o o line. Aligned wi h hese ecen indings, we
expec ha also-online g oce y shoppe s will demons a e diminished le els o
p ice consciousness in con as o hei o line-only coun e pa s.
In andem wi h p ice consciousness, b and p e e ence signi ican ly in luences
pu chasing beha io [34, 83], pa icula ly in he compe i ion be ween na ional
b ands and p i a e labels [84–88]. B üggemann and Schul z [54] ound, in he
con ex o OGS, ha he sha e o na ional b ands inc eases among households
a e hey commence OGS. This esul leads us o expec ha bo h b and p e e -
ence and he sha e o na ional b ands will be highe among also-online g oce y
shoppe s compa ed o o line-only g oce y shoppe s.
D awing om he depic ed indings, we expec ha also-online g oce y shop-
pe s exhibi a p opensi y owa ds a highe sha e o compa a i ely p icie na ional
b ands. This inclina ion is expec ed o be d i en by a diminished emphasis on
p ice consciousness, alongside an ele a ed b and p e e ence. Wi h his in mind,
we posi he ollowing hypo hesis:
H3a Also-online g oce y shoppe s ha e lowe p ice consciousness and highe
b and p e e ence and he e o e pu chase ela i ely mo e na ional b ands online han
o line-only g oce y shoppe s.
I he e is a lowe le el o p ice consciousness and a highe inclina ion owa ds
b and p e e ences among consume s who shop also-online compa ed o hose
who exclusi ely shop o line, i ollows ha he sha e o na ional b ands should
be ela i ely highe in he online sphe e. This scena io sugges s ha he ele a ed
sha e o na ional b ands online may s em om di e ing consume a i udes
be ween also-online and o line-only g oce y shoppe s, indica ing a demand-
d i en e ec . Howe e , i he sha e o na ional b ands is highe in online
en i onmen s wi hou co esponding di e ences in consume a i udes, he e ec
may lean owa ds being supply-sided. As no ed by Basu and Sondhi [89], online
e ailing is pa icula ly cos -e icien o well-es ablished p emium b ands wi h
a epu a ion o us wo hiness. Con e sely, newe online e aile s may no ye
o e hei own p i a e labels and may he e o e ocus on s ocking well-known
na ional b ands. As such, we an icipa e he p esence o bo h demand-d i en and
supply-side e ec s. Hence:
H3b The di e ence in sha e o na ional b ands be ween online and o line channels
is bo h demand-d i en (i.e., due o di e en pu chase habi s o also-online and
o line-only consume s) and supply-sided (i.e., due o online and o line channel
speci ics).
Pu chase beha io and a i udes owa d o ganic p oduc s. The escala ing
signi icance o o ganic p oduc s in ood e ailing emphasizes he necessi y
o compa ing consume a i udes and pu chases in online and o line g oce y
1980
P.B üggemann, K.Pauwels
shopping. Acco ding o he Eu opean Union, “o ganic p oduc ion means a
sus ainable ag icul u al sys em espec ing he en i onmen and animal wel a e,
bu also includes all o he s ages o he ood supply chain” [90]. Recen s a is ics
indica e a ising end in bo h a i udes owa d o ganic p oduc s and pu chases o
o ganic i ems [37, 38]. Addi ionally, Bezawada and Pauwels [91] ha e asse ed
ha expanding he asso men o o ganic p oduc s and associa ed p omo ional
ac i i ies can enhance he p o i abili y o an en i e ca ego y, unde sco ing he
signi ican ole o o ganic p oduc s in ood e ailing.
In he ealm o online e ailing, p io esea ch sugges s ha younge consume s
demons a e a g ea e p opensi y o engage in online shopping [74, 92–96].
Onyango e al. [97] epo ha young consume s equen ly pu chase o ganic ood
p oduc s. Simila ly, B yła [98] highligh s ha online pu chase s o o ganic goods
in Poland end o be younge . Syn hesizing hese indings, an expec a ion a ises
ha bo h a i udes owa d o ganic p oduc s and ac ual pu chases o o ganic i ems
a e mo e p onounced among online g oce y shoppe s. Su p isingly, his aspec
emains unexplo ed, despi e he ongoing escala ion in he signi icance o bo h
OGS [4, 5] and o ganic p oduc s [30]. Thus:
H4a Also-online g oce y shoppe s ha e mo e posi i e a i udes owa d o ganic
p oduc s han o line-only shoppe s, while he sha e o o ganic p oduc s online is
subs an ially highe .
While exis ing esea ch has explo ed a iances in a i udes and beha io s owa ds
o ganic p oduc s in b ick-and-mo a e ail se ings [e.g., 99–101], as well as
dispa i ies in he a i ude-beha io gap o online and o line g oce y shopping
[102], he e emains a gap in he li e a u e conce ning whe he po en ial dis inc ions
be ween online and o line g oce y shoppe s a e p ima ily demand-d i en o supply-
sided. Despi e nume ous publica ions add essing disc epancies be ween supply-
side and demand-based ac o s [103–105], o ou knowledge, no esea ch has
in es iga ed such e ec s speci ically o o ganic p oduc s in o line and online ood
e ailing. Howe e , i is pa amoun o e aile s and b and manage s o asce ain he
ex en o which he po en ial di e ences in a i udes and beha io s be ween also-
online and o line-only g oce y shoppe s s em om demand-d i en o supply-side
ac o s. Should he e ec p edominan ly be demand-d i en, b and manage s and
e aile s mus adap acco dingly, such as by endea o ing o in luence consume
p e e ences h ough ad e ising o p omo ions. Con e sely, in he case o supply-
side e ec s, adjus men s o p oduc asso men o po olio may be wa an ed. Gi en
his a ionale, we an icipa e ha dispa i ies be ween online and o line pu chases o
o ganic p oduc s a ise om bo h he dis inc pu chasing habi s o also-online and
o line-only consume s and he speci ic cha ac e is ics o online and o line channels.
Thus:
H4b The di e ence in he sha e o o ganic p oduc s be ween online and o line
channels is bo h demand-d i en (i.e., due o di e en pu chase habi s o also-online
1987
How a i udes andpu chases di e be weenalso‑online e sus…
Table 4 (con inued)
Hypo h-
eses
Va iable G oup (mon h) Min Max Mean SD T- es /Welch’s es Cohen’s
d
Sig. ( wo-
ailed)
Mean di e -
ence
S d. e o di -
e ence
H2 Ø a i ude owa d
echnology
O line-only households (48) 2.4346 2.5167 2.4683 0.0231 < 0.001 − 0.0931 0.0149 − 1.275
Also-online households (48) 2.3708 2.7836 2.6514 0.1007
Ø a i ude owa d
inno a ion
O line-only households (60) 2.6983 2.7488 2.7275 0.0106 < 0.001 − 0.2892 0.0127 − 4.152
Also-online households (60) 2.7571 3.2323 3.0167 0.0979
Sha e o pu chases
wi h loyal y
ca ds
O line pu chases o o line-only
households (60)
0.2665 0.4165 0.3265 0.0371 < 0.001 − 0.0797 0.0071 − 2.047
O line and online pu chases o
also-online households (60)
0.3418 0.5025 0.4062 0.0406
O line pu chases o o line-only
households (60)
0.2665 0.4165 0.3265 0.0371 < 0.001 − 0.1194 0.0113 − 1.930
Online pu chases o also-online
households (60)
0.3039 0.6843 0.4459 0.0792
O line pu chases o o line-only
households (60)
0.2665 0.4165 0.3265 0.0371 < 0.001 − 0.0775 0.0633 − 1.968
O line pu chases o also-online
households (60)
0.3358 0.5117 0.4040 0.0415

1988
P.B üggemann, K.Pauwels
Table 4 (con inued)
Hypo h-
eses
Va iable G oup (mon h) Min Max Mean SD T- es /Welch’s es Cohen’s
d
Sig. ( wo-
ailed)
Mean di e -
ence
S d. e o di -
e ence
H3a and
H3b
Ø p ice conscious-
ness
O line-only households (60) 3.0758 3.2075 3.1534 0.0377 < 0.001 0.2248 0.0127 3.236
Also-online households (60) 2.7327 3.2172 2.9286 0.0907
Ø b and p e e ence O line-only households (60) 2.2998 2.3424 2.3240 0.0126 < 0.001 − 0.0685 0.0118 − 1.062
Also-online households (60) 2.2164 2.6404 2.3925 0.0904
Sha e o pu chased
na ional b ands
O line pu chases o o line-only
households (60)
0.6371 0.7385 0.6796 0.0231 < 0.001 − 0.0355 0.0041 − 1.571
O line and online pu chases o
also-online households (60)
0.6689 0.7773 0.7151 0.0221
O line pu chases o o line-only
households (60)
0.6371 0.7385 0.6796 0.0231 < 0.001 − 0.1908 0.0060 − 5.839
Online pu chases o also-online
households (60)
0.7542 0.9358 0.8704 0.0400
O line pu chases o o line-only
households (60)
0.6371 0.7385 0.6796 0.0231 < 0.001 − 0.0259 0.0042 − 1.136
O line pu chases o also-online
households (60)
0.6539 0.7656 0.7055 0.0226
1989
How a i udes andpu chases di e be weenalso‑online e sus…
Table 4 (con inued)
Hypo h-
eses
Va iable G oup (mon h) Min Max Mean SD T- es /Welch’s es Cohen’s
d
Sig. ( wo-
ailed)
Mean di e -
ence
S d. e o di -
e ence
H4a and
H4b
Ø a i ude owa d
o ganic p oduc s
O line-only households (60) 2.5941 2.8408 2.6907 0.0833 < 0.001 − 0.2160 0.0204 − 1.934
Also-online households (60) 2.6679 3.1647 2.9067 0.1342
Sha e o pu chased
o ganic p oduc s
O line pu chases o o line-only
households (60)
0.0243 0.0476 0.0315 0.0049 < 0.001 − 0.0227 0.0013 − 3.266
O line and online pu chases o
also-online households (60)
0.0367 0.0789 0.0543 0.0085
O line pu chases o o line-only
households (60)
0.0243 0.0476 0.0315 0.0049 < 0.001 − 0.0402 0.0058 − 1.262
Online pu chases o also-online
households (60)
0.0063 0.1966 0.0717 0.0448
O line pu chases o o line-only
households (60)
0.0243 0.0476 0.0315 0.0049 < 0.001 − 0.0215 0.0012 − 3.231
O line pu chases o also-online
households (60)
0.0352 0.0790 0.0531 0.0080
1990
P.B üggemann, K.Pauwels
Table 4 (con inued)
Hypo h-
eses
Va iable G oup (mon h) Min Max Mean SD T- es /Welch’s es Cohen’s
d
Sig. ( wo-
ailed)
Mean di e -
ence
S d. e o di -
e ence
H5a and
H5b
Ø a i ude owa d
ai - ade p od-
uc s
O line-only households (60) 3.0357 3.2134 3.1075 0.0583 < 0.001 − 0.2263 0.0167 − 2.468
Also-online households (60) 3.0334 3.5571 3.3338 0.1158
Sha e o pu chased
ai - ade p od-
uc s
O line pu chases o o line-only
households (60)
0.0229 0.0404 0.0314 0.0045 < 0.001 − 0.0213 0.0014 − 2.732
O line and online pu chases o
also-online households (60)
0.0320 0.0812 0.0527 0.0101
O line pu chases o o line-only
households (60)
0.0229 0.0404 0.0314 0.0045 < 0.001 − 0.0458 0.0068 − 1.237
Online pu chases o also-online
households (60)
0.0022 0.2323 0.0772 0.0522
O line pu chases o o line-only
households (60)
0.0229 0.0404 0.0314 0.0045 < 0.001 − 0.0190 0.0014 − 2.576
O line pu chases o also-online
households (60)
0.0296 0.0802 0.0504 0.0094
Ø = a e age
a The a iable “Ø age o he household head” anges om 1 (“younge han 19”) o 12 (“olde han 70”)
b The a iable “Ø numbe o child en younge han 18” anges om 0 o 7
c The a iable “Ø size o households’ ci y” anges om 1 (“up o 1,999 esiden s”) o 12 (“mo e han 1,000,000 esiden s”)
No e: Fo compa ison, we i s es whe he he a iances o he wo obse ed g oups a e equal o unequal using Le ene’s es . I he a iances a e equal, we use a - es o
assess signi ican g oup di e ences; o he wise, we apply Welch’s es
1991
How a i udes andpu chases di e be weenalso‑online e sus…
o also-online g oce y shoppe s. The la e g oup is hen u he subdi ided in o
(C) online pu chases o also-online g oce y shoppe s and (D) o line pu chases
o also-online g oce y shoppe s. This sys ema ic app oach aims o analyze dis-
pa i ies be ween also-online and o line-only consume s conce ning a ious con-
sume cha ac e is ics and pu chases. Addi ionally, his me hodology acili a es
he iden i ica ion o e idence o demand-d i en and supply-side e ec s ac oss
di e en channels. The g oup compa isons a e summa ized in Fig.3.
3.1.2 Desc ip i e s a is ics
Table2 p esen s key pe o mance indica o s ela ed o he g oups unde analysis.
Consis en wi h ends obse ed in he g oce y ma ke [8], a signi ican ly la ge
numbe o households engage in o line-only g oce y shopping (73,009) compa ed
o also-online shopping(2,509). The a e age alue pe kilog am is no ably lowe
among o line-only shoppe s (€6.46). In e es ingly, e en he alue pe kilog am is
highe o o line pu chases made by also-online shoppe s (€7.09) han o hose
made by o line-only shoppe s (€6.46). The highes alue pe kilog am is obse ed
o online pu chases made by also-online shoppe s (€14.25). Simila ends a e
obse ed in e ms o he alue pe quan i y.
Table3 p o ides insigh s in o he alue-based dis ibu ion o p oduc ca ego-
ies. Excep o he online channel, he e enue dis ibu ion among he ou p od-
uc g oups a ies only sligh ly. Co ee eme ges as he dominan p oduc ca ego y
in online pu chases made by also-online g oce y shoppe s. Con e sely, chocola e
is p opo iona ely less pu chased online compa ed o o line. This pa ly accoun s
o he conside ably highe a e age e enue pe kilog am obse ed in he online
channel. Ne e heless, he esul s indica e ha he dis ibu ion be ween online
and o line pu chases among also-online shoppe s and o line-only g oce y shop-
pe s is la gely simila ac oss all p oduc ca ego ies. O e all, we conclude ha
he e is a solid deg ee o compa abili y be ween he g oups, al hough he highe
p opo ion o co ee pu chases mus be aken in o conside a ion when in e p e -
ing esul s ela ed o he online channel.
The desc ip i e s a is ics in Table4 (depic ed in he “Mean” column) indica e
ha consume s engaging in also-online pu chases ypically exhibi a younge age
demog aphic, eside in smalle households wi h ewe child en, and a e si ua ed
in la ge u ban cen e s compa ed o o line-only g oce y shoppe s. Fu he mo e,
also-online pu chasing consume s demons a e mo e a o able a i udes owa ds
con enience and en i onmen al esponsibili y.
On a e age, a i udes owa d buying local a e highe among also-online g oce y
shoppe s compa ed o o line-only coun e pa s. Simila ly, a i udes owa d echnology
and inno a ion exhibi a highe a e age among also-online pu chasing consume s. The
desc ip i e s a is ics sugges a g ea e p e alence o pu chases made wi h loyal y ca ds
among also-online g oce y shoppe s (0.5025) han among o line-only g oce y shop-
pe s (0.3265). When compa ing ac oss di e en channels (i.e., online e sus o line),
he a e age dispa i y in he sha e o pu chases made wi h loyal y ca ds is e en mo e
p onounced be ween online (0.6843) and o line (0.5025) channels.
1992
P.B üggemann, K.Pauwels
Fu he mo e, he desc ip i e s a is ics in Table 4 indica e ha also-online
shoppe s end o display lowe le els o p ice consciousness and highe le els
o b and p e e ence. Rega ding channel usage, he sha e o na ional b ands is on
a e age highe online (0.8704) han o line (0.6796). Mo eo e , he desc ip i e
s a is ics e eal ha also-online shoppe s p opo iona ely pu chase mo e na ional
b ands in bo h online and o line channels (0.7151) han o line-only shoppe s
(0.6796). Al hough he di e ence be ween also-online g oce y shoppe s (ac oss
online and o line pu chases) and o line-only g oce y shoppe s (limi ed o o line
pu chases) is compa a i ely smalle han he channel usage e ec (i.e., be ween
online and o line pu chases), i is none heless e iden .
The a i udes owa d o ganic p oduc s among bo h also-online and o line-only
g oce y shoppe s exhibi minimal dispa i y, wi h consume s who also pu chase
online displaying ma ginally mo e a o able a i udes. Howe e , no able di -
e ences eme ge when examining he sha es o pu chased o ganic p oduc s. On
a e age, also-online g oce y shoppe s p ocu e mo e han double he quan i y o
o ganic p oduc s in he online channel (0.0717) compa ed o o line-only shop-
pe s in he o line channel (0.0315). Fu he mo e, he esul s also demons a e
an a e age di e ence be ween o line pu chases o also-online g oce y shoppe s
(0.0531) and o line pu chases o o line-only shoppe s (0.0315). This dispa i y
sugges s he p esence o bo h demand-d i en and supply-side e ec s.
Simila pa e ns a e obse ed in a i udes owa d and pu chases o ai - ade p od-
uc s. While a i udes demons a e ela i e pa i y, leaning sligh ly mo e posi i e o
also-online g oce y shoppe s, he sha es o ai - ade pu chases no ably exceed hose
o o line-only shoppe s among bo h online and o line pu chases o also-online
shoppe s (0.0527) compa ed o o line pu chases o o line-only shoppe s (0.0314).
This e ec is pa icula ly p onounced in he online channel (0.0772) compa ed o
he o line channel (0.0314), mi o ing he ends obse ed in o ganic pu chases.
3.2 C oss‑sec ional compa ison and esul s
In his sec ion, we conduc a c oss-sec ional analysis o examine ou p e iously o -
mula ed hypo heses using bo h o line-only and also-online g oce y shoppe coho s
ac oss a ious o line and online pu chasing scena ios (see Fig.3 and Table4). The
empi ical analysis is conduc ed using IBM SPSS, wi h da a spanning 60mon hs o
mos a iables and 48mon hs o a i udes owa d echnology among bo h online
and o line shoppe s. To assess signi ican g oup di e ences, we employ Le ene’s
es o asce ain he equali y o a iances; i a iances a e unequal, Welch’s es is
u ilized. Addi ionally, we epo Cohen’s d o quan i y he magni ude o g oup di -
e ences, wi h alues below 0.5 indica ing a small e ec , alues be ween 0.5 and 0.8
signi ying a medium e ec , and alues abo e 0.8 sugges ing a s ong e ec [109].
The esul s o he empi ical analysis a e p esen ed in Table4.
Signi ican di e ences eme ge be ween also-online and o line-only g oce y
shoppe s, wi h he o me g oup being no ably younge , hailing om smalle
households wi h ewe child en, and esiding in la ge ci ies, he eby suppo ing H1a.
Mo eo e , also-online shoppe s exhibi a g ea e inclina ion owa d con enience and

1993
How a i udes andpu chases di e be weenalso‑online e sus…
en i onmen al esponsibili y compa ed o hei o line-only coun e pa s, suppo ing
H1b and H1c, espec i ely. The indings also e eal highe a i udes owa d buying
local among also-online g oce y shoppe s, he eby co obo a ing H1d.
A i udes owa d echnology and inno a ion a e signi ican ly mo e posi i e
among also-online shoppe s, alongside a highe sha e o pu chases made wi h loy-
al y ca ds, hus aligning wi h H2.
Fu he mo e, also-online shoppe s demons a e lowe p ice consciousness and a
signi ican ly highe b and p e e ence han o line-only shoppe s, wi h a g ea e p e -
alence o na ional b ands in hei pu chases, hus suppo ing H3a. The di e ence in
na ional b ands’ ma ke sha e is pa icula ly p onounced, indica ing a supply-side
and demand-d i en e ec , wi h he o me exe ing a s onge in luence han di e -
ences in a i udes, as posi ed by H3b.
As an icipa ed, a i udes owa d o ganic p oduc s a e signi ican ly mo e a o able
among also-online g oce y shoppe s, wi h a highe sha e o o ganic pu chases online
compa ed o o line, he eby suppo ing H4a. Fu he analysis e eals ha his dis-
pa i y in o ganic p oduc sha e is a ibu able o bo h consume demand and e aile
supply, wi h signi ican di e ences obse ed be ween online and o line pu chases o
also-online households e sus o line-only households, as s ipula ed by H4b.
Simila ly, a i udes owa d ai - ade p oduc s a e signi ican ly highe among
also-online pu chase s, wi h a g ea e sha e o ai - ade pu chases online compa ed
o o line, suppo ing H5a. The analysis u he elucida es ha his disc epancy in
ai - ade p oduc sha e is d i en by bo h consume demand and e aile supply, wi h
a no able di e ence obse ed be ween online and o line pu chases o also-online
shoppe s e sus o line pu chases o o line-only g oce y shoppe s, he eby con i m-
ing H5b. Table5 p o ides a summa y o ou hypo heses and hei co esponding
empi ical indings.
4 Discussion
4.1 P ac ical implica ions
The empi ical analysis yields no el insigh s in o demog aphics, a i udes, and pu -
chasing beha io s o bo h o line-only and also-online g oce y shoppe s ac oss
o line and online channels. This s udy enhances ou unde s anding o hese con-
sume segmen s, o e ing aluable implica ions o e aile s and b and manage s,
pa icula ly wi hin he dynamically e ol ing e ail landscape [20, 39–41], whe e he
signi icance o OGS con inues o escala e. Speci ically, we u nish b and manage s
and e aile s wi h ac ionable insigh s conce ning he dispa i ies in consume cha ac-
e is ics and channel p e e ences be ween o line-only and also-online g oce y shop-
pe s, he eby acili a ing mo e a ge ed ma ke ing s a egies. The ensuing pa ag aphs
elucida e he empi ical indings and delinea e hei p ac ical implica ions.
The allu e o con enience and he lexibili y o home deli e y esona e mo e
p o oundly wi h also-online g oce y shoppe s, unde sco ing hei penchan o con-
enience. Mo eo e , hese shoppe s e ince mo e a o able a i udes owa d en i on-
men al esponsibili y and buying local. B and manage s and e aile s a e ad ised o
1994
P.B üggemann, K.Pauwels
Table 5 Summa y o he hypo heses e iew
Hypo heses Re iew
H1a Also-online g oce y shoppe s a e younge , ha e smalle households wi h ewe child en, and eside in la ge ci ies compa ed o
o line-only g oce y shoppe s Suppo ed
H1b Also-online g oce y shoppe s a e mo e con enience-o ien ed han o line-only g oce y shoppe s Suppo ed
H1c Also-online g oce y shoppe s show g ea e en i onmen al esponsibili y han o line-only g oce y shoppe s Suppo ed
H1d Also-online g oce y shoppe s ha e mo e posi i e a i udes owa d buying local han o line-only g oce y shoppe s Suppo ed
H2 Also-online g oce y shoppe s a e mo e open o echnology and inno a ion and he e o e mo e likely o use loyal y ca ds han
o line-only g oce y shoppe s Suppo ed
H3a Also-online g oce y shoppe s ha e lowe p ice consciousness and highe b and p e e ence and he e o e pu chase ela i ely
mo e na ional b ands online han o line-only g oce y shoppe s Suppo ed
H3b The di e ence in sha e o na ional b ands be ween online and o line channels is bo h demand-d i en (i.e., due o di e en
pu chase habi s o also-online and o line-only consume s) and supply-sided (i.e., due o online and o line channel speci ics) Suppo ed
H4a Also-online g oce y shoppe s ha e mo e posi i e a i udes owa d o ganic p oduc s han o line-only g oce y shoppe s, while
he sha e o o ganic p oduc s online is subs an ially highe Suppo ed
H4b The di e ence in he sha e o o ganic p oduc s be ween online and o line channels is bo h demand-d i en (i.e., due o di e en
pu chase habi s o also-online and o line-only consume s) and supply-sided (i.e., due o online and o line channel speci ics) Suppo ed
H5a Also-online g oce y shoppe s ha e mo e posi i e a i udes owa d ai - ade p oduc s han o line-only shoppe s, while he
sha e o ai - ade p oduc s online is subs an ially highe Suppo ed
H5b The di e ence in sha e o ai - ade p oduc s be ween online and o line channels is bo h demand-d i en (i.e., due o di e en
pu chase habi s o also-online and o line-only consume s) and supply-sided (i.e., due o online and o line channel speci ics) Suppo ed
1995
How a i udes andpu chases di e be weenalso‑online e sus…
inco po a e hese insigh s in o hei online channel s a egies o ca e e ec i ely o
he p e e ences o also-online g oce y shoppe s. Addi ionally, he heigh ened u i-
liza ion o loyal y ca ds among also-online shoppe s wa an s a e iew o loyal y
p og ams o ensu e seamless in eg a ion ac oss online and o line pla o ms. Ta ge -
ing o line-only consume s who al eady engage wi h loyal y p og ams p esen s an
oppo uni y o os e hei ansi ion o also-online shopping, d i en by he amilia -
i y wi h loyal y schemes.
The p onounced dispa i y be ween he sha es o na ional b ands in also-online
and o line-only pu chases p esen s an oppo uni y o b and manage s o le e -
age online dis ibu ion channels o mi iga e p i a e label enc oachmen [32]. Spe-
ci ically, he subs an ial ele ance o na ional b ands online o e s manu ac u e s a
chance o diminish hei o en-c i icized eliance on e aile s [34, 110–112], he eby
o i ying hei compe i i e s ance [112]. Fu he mo e, b and manage s should capi-
alize on he online channel o p omo e hei na ional b ands, gi en ha online g o-
ce y shoppe s exhibi lowe p ice consciousness and highe b and p e e ence.
Fu he mo e, he indings unde sco e he signi icance o online channels o
e aile s’ p i a e labels, as e idenced by he no ably highe ma ke sha e o na ional
b ands online compa ed o he an icipa ed le els based on p ice consciousness and
b and p e e ence. This sugges s he p esence o a supply-side e ec d i en by asso -
men composi ion, aligning wi h ecen indus y ends such as he inclusion o p i-
a e labels in he asso men o quick comme ce p o ide s like Go illas [113].
F om a consume pe spec i e, he empi ical indings indica e ha o line-only
shoppe s end o be olde and eside in la ge households, po en ially leading o a
highe amilia i y wi h and p e e ence o p i a e labels [114]. Fu he mo e, he
demand o g oce ies may be heigh ened among la ge households. These ac o s
can con ibu e o he ele a ed ma ke sha e o p i a e labels in o line e ail se ings.
Consequen ly, e aile s ha e an oppo uni y o s a egically a ge online g oce y
shoppe s wi h inno a i e p i a e label o e ings o expand hei ma ke sha e in he
online domain. This s a egic app oach has he po en ial o mi iga e he subs an ial
dispa i y in ma ke sha e o p i a e labels be ween online and o line channels, pa -
icula ly conside ing he ela i ely smalle di e ences in consume a i udes. These
indings unde sco e signi ican po en ial o e aile s o le e age he online channel
o he dis ibu ion o p i a e labels.
B and manage s and e aile s can le e age he insigh s gleaned om he highe
p e alence o o ganic p oduc s and he mo e a o able a i udes owa ds hem o a -
ge speci ic consume segmen s ac oss online and o line channels [115]. Ou analy-
sis e eals ha he dispa i y in pu chasing beha io be ween households ha shop
bo h online and o line and hose ha exclusi ely shop o line is mo e p onounced
han he a iance in hei a i udes. This sugges s ha consume beha io di e ges
mo e signi ican ly han hei a i udes alone would indica e. Con e sely, we obse e
signi ican ye weake dispa i ies be ween online and o line pu chases.
I is impe a i e o e aile s and b and manage s o ealize ha consume s who
engage in OGS exhibi mo e posi i e a i udes owa ds o ganic p oduc s and demon-
s a e a highe p opensi y o pu chase hem, bo h online and o line. Howe e , i is
essen ial o acknowledge he in luence o supply-side ac o s, such as he asso men
o o ganic p oduc s o e ed by e aile s, which signi ican ly impac s hei ma ke
1996
P.B üggemann, K.Pauwels
sha e in he long e m. Online e aile s, in pa icula , ha e he ad an age o cu a ing
hei o ganic p oduc selec ion mo e e ec i ely due o he limi a ions o physical
shel space, po en ially leading consume s wi h lowe o ganic p oduc a i udes o
make pu chases unin en ionally.
Addi ionally, ou indings indica e he p esence o bo h supply-side and demand-
d i en e ec s, wi h he online channel s ill in a nascen s age, cha ac e ized by
highe a iabili y in consume cha ac e is ics and pu chasing beha io compa ed
o he o line channel. Consequen ly, b and manage s and e aile s should main ain
hei ocus on o ganic p oduc s, especially when a ge ing also-online shoppe s,
gi en hei lowe p ice consciousness, emphasizing he impo ance o o ganic p od-
uc s in he online e ail landscape.
Ou analysis yields simila indings ega ding ai - ade p oduc s. The obse a-
ion ha also-online shoppe s exhibi mo e a o able a i udes owa ds ai - ade
p oduc s and display highe p opo ions o ai - ade pu chases o e s aluable
insigh s in o consume beha io o e aile s and b and manage s. The dispa i ies
in bo h consume a i udes owa ds ai - ade p oduc s and he o line and online
pu chase pa e ns o also-online g oce y shoppe s a e p onounced, s a is ically sig-
ni ican , and exhibi compa able e ec sizes. This alignmen be ween consume a i-
udes and beha io sugges s a p ima y demand-d i en e ec be ween he online and
o line channels, unde sco ing he impo ance o e aile s and b and manage s o
align hei asso men s acco dingly.
Howe e , ou esul s indica e he p esence o addi ional ac o s beyond consume
demand. Speci ically, he online channel demons a es an e en g ea e p e alence
o ai - ade p oduc s on a e age, sugges ing he exis ence o a supply-side e ec .
Gi en he dynamic na u e o he online channel, b and manage s and e aile s mus
emain igilan and con inuously moni o de elopmen s o ensu e alignmen wi h
consume p e e ences.
Mo ing o wa d, i is impe a i e o b and manage s and e aile s o conduc
ongoing analyses o e ol ing ends, pa icula ly wi hin he online channel, by sc u-
inizing he beha io o also-online shoppe s and adjus ing hei asso men s acco d-
ingly, encompassing conside a ions such as na ional b ands, o ganic p oduc s, and
ai - ade i ems.
F om he consume s’ pe spec i e, he indings un eil a dis inc p e e ence among
also-online pu chasing households o o ganic and ai - ade p oduc s. Coupled wi h he
unde s anding ha hese households skew younge , eside in la ge u ban cen e s, exhibi
highe loyal y ca d usage, and espouse mo e a o able a i udes owa ds en i onmen al
esponsibili y and local sou cing, his no el e ela ion u nishes e aile s and b and man-
age s wi h a comp ehensi e unde s anding o his consume demog aphic. Mo eo e ,
his segmen is poised o expansion in he o eseeable u u e, gi en he disce nible end
owa ds he p ocu emen o o ganic and ai - ade goods [37, 38]. Consequen ly, i is
impe a i e o b and manage s and e aile s o p omp ly adjus o his eme ging cus ome
segmen and align hei o e ings ac oss bo h online and o line channels.
2003
How a i udes andpu chases di e be weenalso‑online e sus…
Table 7 (con inued)
Va iable Fo mula No a ion
Sha e o pu chased na ional b andsm,g
=�∑
H
h=1 olume (in g ams) sold o na ional b andsh
∑
H
h=1 olume (in g ams) sold in o alh
�m
,
g
h = household, m = mon h, g = g oups o c oss-sec ional
compa ison
Ø a i ude owa d o ganic p oduc sm,g
=�
1
H
∑
H
h=1
�
1
3
∑
3
op=1
�
a i ude owa d
o ganic p oduc s
�
op
��
salesm,g,h>0
�m,g
h = household, op = ques ions on a i ude owa d o ganic
p oduc s, m = mon h, g = g oups o c oss-sec ional
compa ison
Sha e o pu chased o ganic p oduc sm,g
=�∑
H
h=1 olume (in g ams) sold o o ganic p oduc sh
∑
H
h=1 olume (in g ams) sold in o alh
�m,g
h = household, m = mon h, g = g oups o c oss-sec ional
compa ison
Ø a i ude owa d ai - ade p oduc sm,g
=�
1
H
∑
H
h=1
�
1
4
∑
4
=1
�
a i ude owa d ai
ade p oduc s
�
��
salesm,g,h>0
�m
,
g
h = household, = ques ions on a i ude owa d ai - ade
p oduc s, m = mon h, g = g oups o c oss-sec ional
compa ison
Sha e o pu chased ai - ade p oduc sm,g
=�∑
H
h=1 olume (in g ams) sold o ai − ade p oduc sh
∑
H
h=1 olume (in g ams) sold in o alh
�m
,
g
h = household, m = mon h, g = g oups o c oss-sec ional
compa ison
Ø = a e age; Some a iables a e based on one ques ion, o he s on se e al ques ions. An o e iew o all i ems used can be ound in Table6 in he appendix

2004
P.B üggemann, K.Pauwels
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Au ho s and A ilia ions
PhilippB üggemann1 · KoenPauwels2
* Philipp B üggemann
philipp.b ueggemann@ e nuni-hagen.de
1 Fe nUni e si ä inHagen, Uni e si ä ss aße 11, 58097Hagen, Ge many
2 No heas e n Uni e si y, 360 Hun ing on A enue, Bos on, MA, USA
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and ins i u ional a ilia ions.