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Purpose: This study aims to explore the key factors that influence consumers’ positive or negative image of sustainability in e-commerce food shopping (EFS).

Design/methodology/approach: Data were collected through an online questionnaire with 2,039 participants from New Zealand and the United Kingdom. An open-ended question was used to explore consumers’ perceptions toward sustainability in EFS. A linear regression analysis was conducted to associate consumers’ perceptual dimensions with their general image of sustainability in EFS, in order to identify the significant perceptual dimensions that influence consumers to have a positive or negative image of sustainability in EFS.

Findings: Using the open-ended question and content analysis, 27 perceptual dimensions were identified, which are associated with the perceived impact of EFS on the three dimensions of sustainability: social, environmental and economic. Additionally, the linear regression analysis identified significant factors influencing consumers’ general image of sustainability in EFS, including EFS experiences, marital status, occupation and the perceptual dimensions “sustainable consumption,” “convenience,” “packaging,” “pollution,” “trustworthiness,” “specific group,” “social interaction” and “local economy.”

Originality/value: This is the first empirical research to systematically explore consumers’ perceptions and images of sustainability in EFS. Utilizing a large sample size, the study provides reliable and generalizable findings that can inform the design of future related studies. The findings can also serve as a valuable reference when formulating policies and marketing strategies to promote or regulate the development of EFS.