The objective of this research project is to (further) investigate how different aspects of the supermarket environment (e.g., the size of assortments, the positioning of products/assortments in stores, the channel consumers choose for their purchases (i.e., online vs. physical store)) influence consumers' choices. The choices that will be investigated in this project can range from food choices (i.e., healthy/unhealthy), choices between private label and (A-)brand products to choices between products with or without a Nutri-score or Eco-score label. Furthermore, this project will explore the underlying motives that consumers have for their choices, and how certain consumers may differ from one another in their choice behavior/purchases. Finally, if applicable, we will also consider how we can improve consumer choices that currently are still 'suboptimal', for example to stimulate 'healthier' or 'more sustainable' purchases (shopping baskets).