What information do consumers consider, and how do they look for it, when shopping for groceries online?☆

Highlights • Using eye tracking and interviews, we study consumers' behaviour online.• We further examine what consumers consider when purchasing groceries online.• Consumers preferred to browse products' categories rather than use search terms.• Once on the product pages, participants paid most attention to pictures of products.• We propose strategies to alert consumers to health-related information online.

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