Citation: Monoarfa, T.A.; Sumarwan, U.; Suroso, A.I.; Wulandari, R. Switch or Stay? Applying a Push–Pull–Mooring Framework to Evaluate Behavior in E-Grocery Shopping. Sustainability 2023, 15, 6018 . https://doi.org/10.3390/ su15076018 Academic Editors: Kurt A. Rosentrater, Darija Lemi´ c, Klaudija Carovi´ c-Stanko, Kristina Kljak, Jernej Jakše, Arup Kumar Goswami and Craig Sturrock Received: 1 February 2023 Revised: 9 March 2023 Accepted: 28 March 2023 Published: 30 March 2023 Copyright: © 2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/). sustainability Article Switch or Stay? Applying a Push–Pull–Mooring Framework to Evaluate Behavior in E-Grocery Shopping Terrylina A. Monoarfa 1, * , Ujang Sumarwan 2 , Arif I. Suroso 3 and Ririn Wulandari 4 1 Faculty of Economics, Universitas Negeri Jakarta, Jakarta 13220, Indonesia 2 Department of Family and Consumer Science, IPB University, Bogor 16680, Indonesia 3 School of Business, IPB University, Bogor 16680, Indonesia; arifimamsuroso@apps.ipb.ac.id 4 Faculty of Economics and Business, Universitas Mercu Buana, Jakarta 11650, Indonesia * Correspondence: terrylina@unj.ac.id Abstract: This study investigates the antecedents of the intention to switch to e-grocery shopping during the COVID-19 pandemic, which is critical in recommending that e-grocery shopping service providers improve their competitiveness by responding to customer expectations. This study pro- poses a push–pull–mooring framework to describe the influence of dissatisfaction on the physical market, the attractiveness of e-grocery, and switching costs as factors that drive switching intentions. This study surveyed 252 Indonesians aware of the existence of an e-grocery mobile application, and applied structural equation modeling as an analytical method to explain causal relationships between variables thought to influence switching intentions to e-grocery shopping. The results showed that the attractiveness of e-grocery had a significant effect on switching intention. Likewise, switching costs ultimately drive customer intention to switch to e-grocery shopping. However, dissatisfaction is not a driving factor directly affecting switching costs and intentions. Finally, e-grocery services cannot replace the local tradition of Indonesian people who prefer to shop for groceries in physical markets. Nevertheless, these findings provide theoretical and practical contributions to retail grocery businesses that have integrated conventional and digital services as a future strategy that drives business sustainability. Keywords: switching intention; e-grocery shopping; push–pull–mooring 1. Introduction The i formation search process is the initial stage of the purchase decision [1]. The era of digitalization exposes consumers to various alternative media to access information about goods and services before making a purchase decision. Statista stated that shopping behavior in the Southeast Asia region in 2025 will switch to digital shopping behavior. Online music and video streaming, online learning applications, e-grocery applications, and food delivery services are new products in an emerging digital market. The emergence of COVID-19 seems to have accelerated the process of technology adoption. Based on e-commerce research from the Central Statistics Bureau in 2021, the demand for grocery and food delivery services has increased rapidly during the pandemic. Even compared to other categories, the number of online shopping transactions for groceries and food reaches 30 percent and dominates all online shopping transactions [2]. The pandemic situation and social restriction policies prompted using mobile applications, such as Tanihub, Sayurbox, Cari Sayur, or Happyfresh, to access online grocery shopping. L.E.K. Consulting stated that among several grocery marketing channels, online marketing channels are considered the most strategic channels to penetrate the market [3]. The penetration rate of e-grocery in Indonesia showed an increase in gross merchandise value of USD 1 billion in 2020, so the growth of e-grocery in Indonesia could reach USD 6 billion by 2025. Based on the increasing intention to e-grocery shop and the projection of the development of e- grocery retail business in Indonesia, this study proposes the following research question: Sustainability 2023, 15, 6018 . https://doi.org/10.3390/su15076018 https://www.mdpi.com/journal/sustainability