How a mobile app can become a catalyst for sustainable social business: The case of Too Good To Go

Tan Vo-Thanh (), Mustafeed Zaman, Rajibul Hasan (), Raouf Ahmad Rather, Rosa Lombardi and Giustina Secundo
Additional contact information
Tan Vo-Thanh: Excelia Group | La Rochelle Business School, CERIIM - Centre de Recherche en Intelligence et Innovation Managériales - Excelia Group | La Rochelle Business School
Mustafeed Zaman: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Rajibul Hasan: Maynooth University - National University of Ireland Maynooth
Raouf Ahmad Rather: University of Kashmir
Giustina Secundo: Università del Salento = University of Salento [Lecce]

Post-Print from HAL

Abstract: Information and communication technology (ICT) plays a vital role in sustaining social businesses. However, little is known about how a mobile app can be a catalyst for sustainable social business. Guided by the technology affordance theory and service-dominant (S-D) logic, the present study aims to address this research gap by examining both the perspectives of providers and users, using the Too Good To Go (TGTG) app – the largest social movement in Europe – as a case study. Semi-structured interviews were conducted to explore the congruence/gap between customer value proposition (CVP) and value-in-use (VIU). The findings highlight that social, functional, and emotional values are the success factors for the TGTG app to accomplish its social missions of reducing food waste and CO2 emissions and allowing everyone to access quality food at an affordable price. The theoretical and practical implications of this study and directions for future research are also presented.

Keywords: Social business; Mobile app; Too Good To Go (TGTG); Customer value proposition; Value-in-use; Perceived values (search for similar items in EconPapers)
Date: 2021-06-21
New Economics Papers: this item is included in nep-agr and nep-pay
Note: View the original document on HAL open archive server: https://hal.science/hal-03403868v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

Published in Technological Forecasting and Social Change, 2021, 171, pp.120962. ⟨10.1016/j.techfore.2021.120962⟩

Downloads: (external link)
https://hal.science/hal-03403868v1/document (application/pdf)

Related works:
Journal Article: How a mobile app can become a catalyst for sustainable social business: The case of Too Good To Go (2021)
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03403868

DOI: 10.1016/j.techfore.2021.120962

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().