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The landscape of grocery shopping is changing fast. Online retailing via home delivery or ‘click and collect’, convenience stores and various hybrid shopping channels are gaining popularity with some consumers, but not with others. The central premise of this paper is that focusing on the ‘average grocery shopper’ is not very helpful if the objective is to understand recent and future changes in grocery shopping. There are few recent studies that have identified groups of individuals using online and multi-channel shopping by considering both observable behavior and associated attitudes – feelings, beliefs, opinions and behavioral dispositions – and by drawing explicitly on attitude theories from social psychology. The current paper thus aims to identify and describe groups of grocery shoppers using a psychographic segmentation approach that is explicitly grounded in the Theory of Planned Behavior (TPB) (Ajzen …