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This study draws on construal level theory to explore the concepts of supply chain transparency, waste and psychological distance in online grocery shopping. The study proposes that consumers in a more abstract mindset place less weight on peripheral details, such as how a product will be packaged for delivery, than those in a more concrete mindset. It further proposes that consumers can be stimulated into placing greater weight on perceptions of wastefulness in product choices, with andoi:10.26180/21614802.v1 fatcat:qt6pv536jnagngcezg4vukkd5i