Understanding the motivations behind consumers’ adoption of food waste-reducing platforms: an investigation of economic and sustainable influences

This research investigates the impact of economic and sustainability-related benefits on consumers’ behavioral outcomes within a food waste–reducing mobile app. An experimental study on a sample of 262 participants revealed that economic and sustainability-related benefits positively influenced attitudes towards, word of mouth regarding, and intentions to use a food waste–reducing mobile app. Interestingly, when examining solely the economic benefits, we observed no discernible positive effect on consumers’ behavioral outcomes. Instead, sustainability-related benefits led to more positive attitudes towards the app but not increased intentions to use it or more word-of-mouth recommendations. These findings contribute to our understanding of how digital platforms can promote sustainability and support a green economy, shedding light on the balance between economic incentives and sustainability benefits. More specifically, the related practical implications of this research can guide businesses and policymakers aiming to create more effective marketing approaches and sustainable business models for food waste–reduction platforms.