Factors Influencing Purchase Intention of Food Surplus through a Food-Sharing Platform

Nan Hua, Randall Shannon (), Murtaza Haider and George P. Moschis
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Nan Hua: College of Management, Mahidol University, Bangkok 10400, Thailand
Randall Shannon: Center for Research on Sustainable Leadership, College of Management, Mahidol University, Bangkok 10400, Thailand
Murtaza Haider: Center for Research on Sustainable Leadership, College of Management, Mahidol University, Bangkok 10400, Thailand
George P. Moschis: Center for Research on Sustainable Leadership, College of Management, Mahidol University, Bangkok 10400, Thailand

Sustainability, 2023, vol. 15, issue 17, 1-20

Abstract: Food waste is a serious issue around the world. One way to address this issue is distributing food surpluses through food-sharing platforms. There are a limited number of empirical studies investigating the drivers of using food surplus-sharing platforms, particularly in developing countries. This paper investigates the impacts and connections between environmental concern, perceived playfulness, social norms, food waste awareness, price consciousness, food neophobia, and purchase intention of food surplus through a food-sharing platform in Thailand. A sample of 284 Yindii users was analyzed by using exploratory factor analysis and multiple regression. Empirical results revealed environmental concern and perceived playfulness to be the primary constructs influencing consumers’ purchase intention toward food surplus. The results suggest that perceived playfulness is the most crucial determinant affecting purchase intention. Our results also indicated people who have obtained a higher education level and the low-income group show a higher purchase intention toward food surplus products. This research is the first attempt to study food surplus redistribution in Thailand. This study contributes to the literature and provides insights for practitioners with several implications.

Keywords: food surplus; food-sharing platform; purchase intention; environmental concern; perceived playfulness; sustainable consumption (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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