“…The scholarly articles in this area consist of a number of qualitative and quantitative studies exploring different dimensions like emotions (Han et al, 2019; Septianto et al, 2020), moral norms (Neubig et al, 2020), sustainable orientation (Lagorio et al, 2018), convenience (Aschemann‐Witzel et al, 2018), authenticity (Van Giesen & de Hooge, 2019), environmental concern (Goggins, 2018), social influence (Comber & Thieme, 2013), food shopping practices (Farr‐Wharton et al, 2014), etc. However, as argued to various scholars, there is a need to gain theoretical insights on the role of contextual factors like restriction in movements due to the pandemic, availability of easy online mode of food delivery, and adoption of a sustainable lifestyle that has resulted in significant behavioural changes among consumers with regard to their food consumption (e.g., Borghesi & Morone, 2023; Hebrok & Heidenstrøm, 2019). For these reasons, we believe that more can be done in this field, especially with regard to the non‐cognitive dimensions.…”