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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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    2. Kumar, Satish & Sahoo, Saumyaranjan & Lim, Weng Marc & Kraus, Sascha & Bamel, Umesh, 2022. "Fuzzy-set qualitative comparative analysis (fsQCA) in business and management research: A contemporary overview," Technological Forecasting and Social Change, Elsevier, vol. 178(C).
    3. Ying-Jiun Hsieh & Shu-Min Yang Lin & Lan-Ying Huang, 2021. "Sharing Leftover Food with Strangers via Social Media: A Value Perspective Based on Beliefs-Values-Behavior Framework," Sustainability, MDPI, vol. 13(14), pages 1-19, July.
    4. Kusumowardani, Niken & Tjahjono, Benny & Lazell, Jordon & Bek, David & Theodorakopoulos, Nicholas & Andrikopoulos, Panagiotis & Priadi, Cindy Rianti, 2022. "A circular capability framework to address food waste and losses in the agri-food supply chain: The antecedents, principles and outcomes of circular economy," Journal of Business Research, Elsevier, vol. 142(C), pages 17-31.
    5. Ranjbari, Meisam & Shams Esfandabadi, Zahra & Siebers, Peer-Olaf & Pisano, Paola & Quatraro, Francesco, 2024. "Digitally enabled food sharing platforms towards effective waste management in a circular economy: A system dynamics simulation model," Technovation, Elsevier, vol. 130(C).
    6. Tamar Meshulam & David Font‐Vivanco & Vered Blass & Tamar Makov, 2023. "Sharing economy rebound: The case of peer‐to‐peer sharing of food waste," Journal of Industrial Ecology, Yale University, vol. 27(3), pages 882-895, June.
    7. Siraphat Padthar & Phaninee Naruetharadhol & Wutthiya Aekthanate Srisathan & Chavis Ketkaew, 2024. "From Linear to Circular Economy: Embracing Digital Innovations for Sustainable Agri-Food Waste Management among Farmers and Retailers," Resources, MDPI, vol. 13(6), pages 1-29, June.
    8. Belém Barbosa & José Ramón Saura & Dag Bennett, 2024. "How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses," The Journal of Technology Transfer, Springer, vol. 49(1), pages 69-103, February.
    9. Cassia, Fabio & Magno, Francesca, 2024. "The value of self-determination theory in marketing studies: Insights from the application of PLS-SEM and NCA to anti-food waste apps," Journal of Business Research, Elsevier, vol. 172(C).
    10. Robert Lee Cavazos & Keelyn Taylor & R. Brandon Eary & Scott Doty, 2022. "Institutional and Individual Effects of Greenwashing on Food Waste," Sustainability, MDPI, vol. 15(1), pages 1-22, December.
    11. Shankar, Amit & Dhir, Amandeep & Talwar, Shalini & Islam, Nazrul & Sharma, Piyush, 2022. "Balancing food waste and sustainability goals in online food delivery: Towards a comprehensive conceptual framework," Technovation, Elsevier, vol. 117(C).
    12. Chih-Cheng Chen & Raditia Yudistira Sujanto & Tat-Dat Bui & Ming-Lang Tseng, 2023. "Sustainable recyclate packaging in Indonesian food and beverage industry: a hybrid decision-making analysis in consumption stages," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(3), pages 2053-2089, June.
    13. Abbate, Stefano & Centobelli, Piera & Cerchione, Roberto, 2023. "The digital and sustainable transition of the agri-food sector," Technological Forecasting and Social Change, Elsevier, vol. 187(C).
    14. Magno, Francesca & Cassia, Fabio, 2024. "Predicting restaurants’ surplus food platform continuance: Insights from the combined use of PLS-SEM and NCA and predictive model comparisons," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    15. Mariarosaria Lombardi & Marco Costantino, 2021. "A Hierarchical Pyramid for Food Waste Based on a Social Innovation Perspective," Sustainability, MDPI, vol. 13(9), pages 1-16, April.
    16. Kirmani, Mohd Danish & Fatah Uddin, S.M. & Sadiq, Muhammad Ahsan & Ahmad, Asad & Haque, Md Asadul, 2023. "Food-leftover sharing intentions of consumers: An extension of the theory of planned behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    17. Wu, Wei & Wang, Sihang & Ding, Guanqi & Mo, Jinfei, 2023. "Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

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