Understand Consumer Behavior from a Sustainability Perspective in the Context of Online Food Delivery Services
(2022) SMMM40 20221Department of Service Studies
- Abstract
- With the rapid development of digitalization and technology, the consumption environment has also changed a lot. Online food delivery has become a very popular way of ordering, especially with the covid-19 outbreak. But at the same time, the dark side it brings to sustainability cannot be ignored. This study aims to describe and understand the attitude and perceptions that influence consumer behavior when using online food delivery services from the sustainability perspective based on the Theory of Planned Theory (TPB). The research question is formulated as How to understand consumer behavior when using online food delivery services from a sustainability perspective?
This study is based on the three aspects resulting from the... (More) - With the rapid development of digitalization and technology, the consumption environment has also changed a lot. Online food delivery has become a very popular way of ordering, especially with the covid-19 outbreak. But at the same time, the dark side it brings to sustainability cannot be ignored. This study aims to describe and understand the attitude and perceptions that influence consumer behavior when using online food delivery services from the sustainability perspective based on the Theory of Planned Theory (TPB). The research question is formulated as How to understand consumer behavior when using online food delivery services from a sustainability perspective?
This study is based on the three aspects resulting from the systematic literature review, namely food waste, packaging and transportation, as the thematic background and foundation to explore the sustainability perspective. Quantitative research and qualitative research are applied to collect and analyze data. 101 questionnaires and 10 semi-structured interviews are included. After integrating the result of quantitative research and qualitative research, a conclusion can be drawn at last.
The findings show that there is a strong customer intention to reduce food waste, avoid disposable cutlery and use eco-friendly packaging. For the choice of food lockers, which can be regarded as a kind of solution to reduce carbon emission in transportation, the use intention by customers is not very strong. The results of this study can be used to understand and intervene in consumer behavior in order to improve the sustainability perspective in the context of online food delivery services. For the online food delivery service providers, food providers and other related organizations, some recommendations are given last. This study also provides a deeper understanding of attitudes, experiences, and intentions that precede consumer behavior from a sustainability perspective in the context of online food delivery services. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9099667
- author
- Hu, Linlin LU and He, Rui LU
- supervisor
- organization
- course
- SMMM40 20221
- year
- 2022
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Sustainability, Online Food Delivery Service, Consumer Behavior, Digitalization, Food Supply Chain, theory of planned behavior (TPB)
- language
- English
- id
- 9099667
- date added to LUP
- 2022-09-09 10:41:23
- date last changed
- 2022-09-09 10:41:23
@misc{9099667,
abstract = {{With the rapid development of digitalization and technology, the consumption environment has also changed a lot. Online food delivery has become a very popular way of ordering, especially with the covid-19 outbreak. But at the same time, the dark side it brings to sustainability cannot be ignored. This study aims to describe and understand the attitude and perceptions that influence consumer behavior when using online food delivery services from the sustainability perspective based on the Theory of Planned Theory (TPB). The research question is formulated as How to understand consumer behavior when using online food delivery services from a sustainability perspective?
This study is based on the three aspects resulting from the systematic literature review, namely food waste, packaging and transportation, as the thematic background and foundation to explore the sustainability perspective. Quantitative research and qualitative research are applied to collect and analyze data. 101 questionnaires and 10 semi-structured interviews are included. After integrating the result of quantitative research and qualitative research, a conclusion can be drawn at last.
The findings show that there is a strong customer intention to reduce food waste, avoid disposable cutlery and use eco-friendly packaging. For the choice of food lockers, which can be regarded as a kind of solution to reduce carbon emission in transportation, the use intention by customers is not very strong. The results of this study can be used to understand and intervene in consumer behavior in order to improve the sustainability perspective in the context of online food delivery services. For the online food delivery service providers, food providers and other related organizations, some recommendations are given last. This study also provides a deeper understanding of attitudes, experiences, and intentions that precede consumer behavior from a sustainability perspective in the context of online food delivery services.}},
author = {{Hu, Linlin and He, Rui}},
language = {{eng}},
note = {{Student Paper}},
title = {{Understand Consumer Behavior from a Sustainability Perspective in the Context of Online Food Delivery Services}},
year = {{2022}},
}