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How Using An Anti-Food Waste App Enhances Consumer’s Shopping Well-Being Through Perceived Value

Author

Listed:
  • Mariana Vlad

  • Michaël Flacandji

    (IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux, UB - Université de Bordeaux)

Abstract

This paper 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 values– mediate the relationship between app use and shopping well-being. We compared customers who used TGTG app with those who did not (N=626). 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.

Suggested Citation

  • Mariana Vlad & Michaël Flacandji, 2026. "How Using An Anti-Food Waste App Enhances Consumer’s Shopping Well-Being Through Perceived Value," Post-Print hal-05655628, HAL.
    • Handle: RePEc:hal:journl:hal-05655628
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