Exploring Consumer Behavior towards Social Impact Apps for Food Waste Reduction

Food waste is a significant global challenge, with social and environmental implications that demand innovative solutions. Apps like Too Good To Go offer a technological approach to mitigating food waste by connecting consumers with surplus food from local businesses at discounted prices. This study examines consumer behavior toward such apps, focusing on their attitudes, motivations, and barriers to adoption. Using a survey distributed to current users, potential users, and non-users, data were collected on demographics, usage patterns, perceptions, and challenges. Descriptive analysis, behavioral segmentation, and statistical testing revealed several main motivators—such as cost savings, environmental awareness, and convenience—that drive engagement with these apps. We also identified generally positive attitudes toward the technology’s potential to reduce food waste, though notable barriers persist, including skepticism about surplus food quality and app usability. Building on these insights, our results show that consumers prioritize substantial discounts of 40% or more and clear indication of food freshness when deciding to adopt and consistently use food waste reduction apps. Additionally, low interest in features associated with loyalty programs and wide variety of dietary options, allow us to save on app development costs and shorten time-to-market. Our findings also allow us to conduct a more targeted marketing campaign, focusing on motivational drivers like convenience, instead of a more generic message.