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Moreover, differences between supermarket environments may not be primary drivers of the relationship between supermarket choice and healthfulness of purchases.
Studies of information seeking in traditional supermarket environments typically report relatively high levels of (self-reported) label usage.
The lack of a dose response relationship here suggests that differences in supermarket environments (e.g., the range of fruit and vegetables available, use of in-store marketing) may not be contributing greatly to differences in purchasing by supermarket price tier.
If differences in supermarket environments are largely driving differences in purchasing by supermarket choice, then a dose response relationship might be expected (whereby lighter users of low-cost supermarkets have healthier purchases than heavier users).
To explain these findings, we suggest that online grocery sites simulate familiar supermarket environments, which may explain why consumers prefer to browse categories of products rather than use search terms.
However, differences between supermarket environments may not be primary drivers of this association that is, high-cost supermarkets may not be differentially encouraging healthier purchasing nor low-cost supermarkets differentially encouraging less-healthy purchasing.
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