ABSTRACT
Adoption of online shopping for groceries has remained low compared to other retail domains but has accelerated due to the long-term impact of COVID-19. This study aims to assess the psychological factors that influence consumers' actual online grocery purchases under the new normal by combining purchase panel data and survey data. This study confirms that online grocery purchase amount is affected by traditional utilitarian channel choice factors including perceived risk, search cost, price-consciousness, and quality-consciousness. In addition, under the new normal, the results reveal that staying at home (especially during weekdays) and having more time leads consumers to purchase more online. Further, consumers with higher anxiety about COVID-19 are more likely to purchase online. The insights from this paper help retailers and marketers develop customer strategies. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.