The investigation of established drivers of online purchase behavior is of great relevance during the COVID-19 pandemic, as companies must anticipate consumer behavior during this global crisis to maintain a competitive edge. This study investigates online shopping motives of generation Y and Z during the COVID-19 shutdown in April 2020. We use survey data from 451 German consumers to examine the relations between normative, utilitarian and hedonic motives, and purchase intentions employing structural equation modeling. The results show that normative determinants such as media reports on the economic situation are related to consumers’ purchase intentions, whereas the normative influence of close social networks is not. Furthermore, we find that hedonic motivation is a better predictor of purchase intentions than utilitarian motives and that individuals practicing social distancing, generation Z, and women show higher levels of hedonic motivation. We provide recommendations for e-commerce companies on ways to address consumers’ purchase motives and strategically harness normative influences.

Purchases of voluntary carbon offsets (VCOs) are growing tremendously. At the same time, the number of activities and products for which VCOs are available is increasing. Experts discuss whether offering VCOs is exclusively associated with positive effects on the environment or if it instead may lead to increased consumption of environmentally critical products. To date, empirical evidence on such adverse effects is scarce. Therefore, this study uses a randomized controlled trial design to investigate how the availability of VCOs affects consumers' choices for environmentally critical products. The results suggest that when VCOs are available, the likelihood of environmentally critical consumption increases. From a mental accounting perspective, our findings support the theoretical rationale of VCOs as an instrument for moral licensing. Additionally, our results indicate that individuals tend to trivialize the harmfulness of the environmentally critical product and overestimate the effectiveness of VCOs for environmental protection, which we consider strategies for reducing cognitive dissonance and guilt.

The rapid growth of online retail increases the demand for packaging. Although packaging is necessary to fulfill logistic and marketing functions, it fosters the depletion of resources, is often used carelessly, and thus negatively impacts the environment. Eco‐friendly packaging variants could provide a solution to this problem. Since many stakeholders must be involved to promote their use, this study develops a conceptual framework that reconciles their different perspectives and combines these with an environmental assessment to facilitate the transition to more sustainable online retail. We apply a multi‐method research approach to investigate the different views. We use qualitative interviews and website analyses to capture the perspective of online retailers, conduct an online survey ( n = 1491) to investigate consumers’ perceptions of various product and transport packaging alternatives, and perform a life cycle assessment (LCA) of these options. The findings reveal that online retailers lack knowledge regarding consumer preferences and the environmental impact of packaging. The consumer survey shows a strong preference for packaging made from recycled paper and general avoidance of plastic packaging. The LCA results reveal that recycled and reusable variants are environmentally beneficial. The findings are interpreted in light of the relationships assumed in the conceptual framework. From a theoretical perspective, our results indicate that online retailers are concerned about the signaling role of packaging and that consumers refer to heuristic cues when deciding between packaging variants. We reconcile the different perspectives to propose strategies that contribute to a broader distribution of eco‐friendly packaging in online retail.