This ethnographic research investigates the factors influencing consumer preferences between digital and physical shopping environments, focusing on how individuals make choices based on practical and emotional considerations. The study was conducted using structured surveys and interviews with participants across multiple age groups and professional backgrounds, examining shopping habits, decision-making processes, and emotional responses. Key themes explored include accessibility, sensory interaction, trust, and convenience. The findings reveal that physical shopping is often preferred for products requiring sensory evaluation, such as clothing and fresh produce, where consumers value direct contact with items to assess quality. On the other hand, digital shopping is frequently chosen for its speed, accessibility, and convenience, particularly for groceries and non-perishable goods. Emotional factors, such as trust, familiarity, and personal routines, also play a critical role in shaping shopping behaviors. The research highlights the influence of product categories and situational needs, with many participants adopting a hybrid approach—using physical stores for quality-sensitive items and online platforms for efficiency and accessibility. This study contributes to consumer behavior literature by offering insights into how practical and emotional considerations intersect in shopping preferences. It also provides valuable data for both digital platforms and physical retailers to optimize their strategies, emphasizing the importance of balancing convenience with trust and quality assurance.