Various technologically driven online food services, including food delivery applications, substantially contribute to food waste generation. This study utilizes the stimulus-organism-behaviour-consequence (SOBC) paradigm to explore how food delivery applications (FDAs) drive food waste by inducing over-ordering behaviour.
A total of 344 responses from FDA users were collected through an online survey. The data were analysed using structural equation modelling and fuzzy set qualitative comparative analysis (FSQCA).
The findings indicated that personalization does not influence functional value but exerts a positive influence on hedonic value. Similarly, social influence showed a significant association with hedonic value but no association with functional value. Furthermore, functional value does not exhibit a positive relationship with over-ordering behaviour, whereas hedonic value shows a positive association with over-ordering behaviour. Finally, over-ordering behaviour demonstrates a significant positive relationship with food waste. Additionally, FSQCA revealed that the combination of personalization, hedonic value and over-ordering behaviour significantly contributes to food waste in the context of food delivery apps.
The findings suggest that food delivery app service providers should focus on managing hedonic triggers and social influence to reduce over-ordering behaviour, which leads to food waste. Personalization strategies should be designed to encourage mindful and sustainable ordering habits, thereby promoting responsible consumption within the digital food delivery ecosystem.
This research extends the SOBC framework to explore food waste generation induced by food delivery apps (FDAs). The dual analyses using SEM and FSQCA provide a comprehensive perspective, combining insights into linear relationships with a configurational understanding of the factors driving food waste.
