Sharing food through online communities is an effective channel for quickly exchanging edible food, avoiding food waste and promoting environmental sustainability. This study explores how the different characteristics of food sharing platforms influence consumers' perceptions of food safety, attitudes and intentions to engage in sharing activities.
In-depth interviews are first used to identify the key platform mechanisms that consumers pay attention to. A 2 (protection rules) × 2 (food supply sources) × 2 (transaction volume) factorial between-subjects experiment is used to design 8 scenarios in the literal description. This study finally collects a total of 604 valid samples through a web-based questionnaire to test the hypotheses after conducting manipulation checks, reliability and validity.
The results of this study show that the three variables of protection rules, food supply sources and transaction volume are the most important among all factors and have different levels of effects in reducing consumers' perceived lack of safety of food shared on online platforms and in improving positive attitudes and behavioral intentions. A moderating role in improving consumers' perceptions, food knowledge and cooking techniques, is also demonstrated.
The findings of this study make a significant contribution to the literature, which lacks research on the influence of food (un) safety on consumer perceptions through platform mechanisms in non-Western countries, as digital technology platforms can effectively connect food providers and recipients. Some practical implications for consumers regarding wasting and sharing food are also provided.
