Anti-food waste apps as drivers of shopping value and well-being

Purpose This article investigates how the use of an anti-food waste app (AFWA) influences shopping value and shopping well-being. It contrasts app users with those who purchase anti-food waste products without app. The study examines how the shopping value dimensions – utilitarian, hedonic, social and green altruistic – mediate the relationship between app use and shopping well-being. Design/methodology/approach A sample of 626 consumers took part in an online survey inquiring about their shopping experiences related to anti-food waste. We compared customers who used TGTG app with those who did not. Mediation analysis was performed to identify whether TGTG app use improves shopping well-being through shopping value. We also tested the moderating role of green self-identity on the relationship between app use and shopping value. Findings The results reveal that the effect of an AFWA on shopping well-being derived from anti-food waste purchasing is fully mediated by consumers’ perceptions of hedonic, social and green altruistic shopping values. Utilitarian value does not act as mediator. It also appears that the positive effect of AFWA use on hedonic value strengthens as consumers’ green self-identity increases. Originality/value In the age of environmental concerns, this study improves the theoretical knowledge of the impact of AFWA use on shopping well-being and its underlying mechanisms, contributing to retailing literature by introducing green altruistic value as a new dimension of shopping value.