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

Technological Forecasting and Social Change, 2021, vol. 171, issue C

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
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:171:y:2021:i:c:s0040162521003942

DOI: 10.1016/j.techfore.2021.120962

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