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

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.