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Investigating Antecedents of Intention to Use Green Agri-Food Delivery Apps: Merging TPB with Trust and Electronic Word of Mouth

Author

Listed:
  • Kamel Mouloudj

    (College of Economic, University Yahia Fares of Medea, Medea 26000, Algeria)

  • Maria Carmela Aprile

    (Department of Economic and Legal Studies, University of Naples Parthenope, Via Generale Parisi 13, 80132 Napoli, Italy)

  • Ahmed Chemseddine Bouarar

    (College of Economic, University Yahia Fares of Medea, Medea 26000, Algeria)

  • Anuli Njoku

    (Department of Public Health, College of Health and Human Services, Southern Connecticut State University, New Haven, CT 06515, USA)

  • Marian A. Evans

    (Department of Public Health, College of Health and Human Services, Southern Connecticut State University, New Haven, CT 06515, USA)

  • Le Vu Lan Oanh

    (Marketing Department, Faculty of Commerce, Van Lang University, Ho Chi Minh City 70000, Vietnam)

  • Dachel Martínez Asanza

    (Department of Scientific-Technical Results Management, National School of Public Health (ENSAP), Havana Medical Sciences University, Havana 10800, Cuba)

  • Smail Mouloudj

    (College of Economic, University Yahia Fares of Medea, Medea 26000, Algeria)

Abstract

The rapid expansion of digital platforms has significantly influenced consumer purchasing behaviors, particularly in the agri-food sector. Therefore, this paper investigates the key factors driving customers’ intention to use green agri-food delivery apps (GAFDAs) by integrating trust and electronic word of mouth (eWOM) into the Theory of Planned Behavior (TPB) framework. Additionally, this study examines gender as a moderating variable, assessing whether its influence alters the relationships between key determinants and behavioral intention. Data were collected from 252 Algerian consumers, and the proposed model was tested using SmartPLS 4 and SPSS 26.0. The results confirm that attitude, subjective norms, perceived behavioral control (PBC), trust, and eWOM positively and significantly influence the intention to use GAFDAs, with PBC emerging as the strongest predictor. Moreover, gender moderates the effect of trust on behavioral intention, with trust significantly influencing men’s adoption decisions but not those of females. In contrast, subjective norms and PBC are stronger predictors for female consumers. These findings highlight the importance of gender-specific marketing strategies to enhance GAFDA adoption. This study contributes to the literature by extending TPB with trust, eWOM, and gender moderation, offering valuable insights for marketers, policymakers, and app developers promoting sustainable food consumption.

Suggested Citation

  • Kamel Mouloudj & Maria Carmela Aprile & Ahmed Chemseddine Bouarar & Anuli Njoku & Marian A. Evans & Le Vu Lan Oanh & Dachel Martínez Asanza & Smail Mouloudj, 2025. "Investigating Antecedents of Intention to Use Green Agri-Food Delivery Apps: Merging TPB with Trust and Electronic Word of Mouth," Sustainability, MDPI, vol. 17(8), pages 1-23, April.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:8:p:3717-:d:1638421
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    References listed on IDEAS

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    1. Vasilii Erokhin & Kamel Mouloudj & Ahmed Chemseddine Bouarar & Smail Mouloudj & Tianming Gao, 2024. "Investigating Farmers’ Intentions to Reduce Water Waste through Water-Smart Farming Technologies," Sustainability, MDPI, vol. 16(11), pages 1-19, May.
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    1. Wenkui Jin & Wenying Zhang, 2025. "The Impact of E-Commerce Live Streaming on Purchase Intention for Sustainable Green Agricultural Products: A Study in the Context of Agricultural Tourism Integration," Sustainability, MDPI, vol. 17(15), pages 1-22, July.

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