Characterised by simultaneous food waste and shortages, our current food system is far from sustainable. Industry 4.0 has responded with technology-enabled innovations, including digital food-sharing platforms aimed at facilitating the efficient redistribution of surplus food. However, potential users often express reluctance to adopt such platforms, prompting this study to explore the underlying reasons for their hesitations.
This study was conducted in China, the world’s largest platform economy, where food-sharing platforms are notably absent. Using a vignette-based qualitative approach, semi-structured interviews were conducted with 35 potential users. The data were analysed through thematic analysis to uncover insights into adoption intentions.
The findings highlight the relevance of factors identified in existing technology acceptance theories, such as performance expectancy, effort expectancy, social influence, hedonic motivation, facilitating conditions and price value, in shaping adoption intentions. Additionally, content-specific and context-specific factors – such as trust in other users and the platform, concerns about “losing face” (mianzi) and safety concerns during the pandemic – emerged as critical influences on users' decisions to engage with these platforms.
This study contributes to scholarly discussions on enhancing the effectiveness of new technological innovations for food supply chain sustainability. The theoretical contributions expand the technology acceptance literature by incorporating factors related to platform service content and operating context.
