Abstract
There have been changes in consumer markets including agricultural and rural markets with COVID-19 pandemic. Online delivery systems have become important market venues in many countries. This research aimed to differentiate factors affecting tendencies of individuals to make online grocery shopping before and after COVID-19 with a sample of 618 individuals from the Mid-Atlantic States of the USA. Gender and education has been a major differentiating factor. With rising income and spending on FFVs, the probability of online shopping of these males rises. Females and people with lower tendencies to try different products including organic products and that were presented to the market as sustainable. In adaptation of online systems, whether it was not considered at the beginning, the environmental consciousness regarding reducing waste and lower use of individual transportation became attached to purchasing and consumption decisions. Especially female consumers appeared as target audience of sustainability and environmental sensitivity related decision making for online delivery systems.