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How to fight against food waste in the digital era: Key factors for a successful food sharing platform

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  • Mazzucchelli, Alice
  • Gurioli, Martina
  • Graziano, Domenico
  • Quacquarelli, Barbara
  • Aouina-Mejri, Chiraz

Abstract

Food sharing platforms are becoming increasingly popular, but little is known about the key determinants of their success, in particular those based on the “sharing for the community” model. This paper aims to highlight the impacts and the connections between five drivers of the success of food sharing platforms and their role in favoring consumer behavioral responses. Using multiple regression and fuzzy-set qualitative comparative analysis, the study analyzed data from 455 OLIO users. The results reveal the fundamental and interconnected roles of consumer familiarity, perception of environmental and social responsibility, and community social support, in enhancing consumer behavioral response. The research contributes to the literature and provides insights for managers by highlighting how corporate social responsibility (CSR), in combination with social support, strengthens the success of food sharing.

Suggested Citation

  • Mazzucchelli, Alice & Gurioli, Martina & Graziano, Domenico & Quacquarelli, Barbara & Aouina-Mejri, Chiraz, 2021. "How to fight against food waste in the digital era: Key factors for a successful food sharing platform," Journal of Business Research, Elsevier, vol. 124(C), pages 47-58.
    • Handle: RePEc:eee:jbrese:v:124:y:2021:i:c:p:47-58
    DOI: 10.1016/j.jbusres.2020.11.055
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