Technological advancements, such as online grocery shopping, have significantly transformed consumer retail environments and experiences. Effectively studying consumer behavior in these new environments requires the use of novel methodological approaches, which will also aid in the development of interventions to encourage healthy and sustainable consumption. This paper begins by providing an overview of the current literature on novel approaches to analyzing consumer behavior. To contribute to this literature, the paper also examines consumer decision-making pathways within online grocery shopping platforms. Specifically, the paper focuses on exploring the consumers' digital footprints, such as page visits, product additions and removals, and interactions with information labels to identify patterns and interests in consumer responses to healthy and sustainable consumption. The study investigates potential heterogeneities in consumers’ socio-demographics and attitudes, aiming to provide insights for shaping online shopping environments to promote healthy and sustainable food choices. Findings highlight the potential benefits of integrating consumer search tracking data with environment design to facilitate informed and conscious food choices.