The market share of e‐commerce grocery is swiftly rising, but online product listings may present different environmental sustainability and public health information. We analyzed product marketing content available on retailer websites and product images, comparing plant‐based (PBFs) and animal‐sourced foods (ASFs). Over sixteen thousand marketing and labeling content observations were gathered from seven leading U.S. e‐commerce grocery retailers for top‐selling ASFs and closely‐matched PBFs (N = 134; n = 68 PBFs, n = 66 ASFs), including sustainability, mandatory information, health, sourcing, and hedonic/emotional claims. PBFs averaged 47 total claims, ASFs 28. On‐web claims were substantially higher than on‐pack (PBFs 34 on‐web, 12 on‐pack; ASFs 19 and nine, respectively). On‐web information for the same products varied considerably across retailers, especially for sustainability and mandatory information. PBFs presented mostly sustainability claims on‐pack and health claims on‐web. ASFs led emotional claims and made almost no sustainability claims across settings. Across settings, mandatory information compliance was greater among PBFs whereas ASFs notably lacked disclosures for foods with major allergens. Online grocery lacks standardization—businesses should regard differences as opportunities for marketing sustainable foods.

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在网上杂货店营销植物性食品与动物性食品：美国可持续性和其他产品声明的比较内容分析

电子商务杂货的市场份额正在迅速上升，但在线产品列表可能会呈现不同的环境可持续性和公共卫生信息。我们分析了零售商网站上提供的产品营销内容和产品图像，比较了植物性食品 (PBF) 和动物源性食品 (ASF)。从美国七家领先的电子商务杂货零售商收集了超过一万六千个最畅销的 ASF 和紧密匹配的 PBF（N = 134；n = 68 PBF，n = 66 ASF）的营销和标签内容观察结果，包括可持续性、强制性信息、健康、采购和享乐/情感主张。PBF 平均总索赔数为 47 项，ASF 为 28 项。网络索赔明显高于包装上的索赔（网络上的 PBF 为 34 项，包装上为 12 项；ASF 分别为 19 项和 9 项）。不同零售商之间相同产品的网络信息差异很大，尤其是可持续性和强制性信息。PBF 主要在包装上展示可持续性声明，在网络上展示健康声明。ASF 主导了情感主张，并且几乎没有在不同环境中提出可持续性主张。在各个环境中，PBF 的强制性信息合规性更高，而 ASF 则明显缺乏对含有主要过敏原的食品的披露。在线杂货缺乏标准化——企业应将差异视为营销可持续食品的机会。