Novel Approaches to Analyze Consumer Behavior and Policies to Promote Sustainable Consumption

ABSTRACT Technological advancements, such as online grocery shopping, have significantly transformed consumer retail environments and experiences. Effectively studying consumer behavior in these new environments requires the use of novel methodological approaches, which will also aid in developing interventions to encourage sustainable consumption. This paper begins by providing an overview of the current literature on novel approaches to analyzing consumer behavior, then provides an empirical application by examining consumer decision‐making pathways within an online grocery shopping platform. Specifically, the paper focuses on exploring the consumers' digital footprints, such as page visits, product additions and removals, and interactions with information labels to identify patterns and interests in consumer responses to healthy and sustainable consumption. Findings highlight the potential benefits of integrating consumer search tracking data with environmental design to facilitate informed and conscious food choices.