Extending (UTAUT2) to examine the utilization of mobile food-sharing apps and online platforms for the reduction of household food waste

Abstract

PurposeThe study aimed to investigate the relationship between the intention to avoid food waste (IAFW) and the use of food-sharing technologies, such as internet platforms and mobile applications. The study utilized a model based on the theory of planned behavior (TPB) as an extension of the unified theory of acceptance and use of technology (UTAUT2).Design/methodology/approachAn online platform tool (Prolific), and online self-report questionnaires were used to gather empirical data on 309 individuals. These data were then analyzed using two-step structural equation modeling.FindingsThe model explained 76% of the variance in user adoption of food-sharing mobile applications and internet platforms, supporting seven out of the nine tested hypotheses. Effort expectancy, social influence and IAFW were found to be the significant determinants of the behavioural intention to use food-sharing mobile applications and internet platforms (BITA). IAFW partially mediated the relationship between perceived behavior control and BITA. Age played a moderator role between the adoption of food-sharing mobile applications and internet platforms. However, IAFW did not play a mediating role between environmental concerns and BITA. The facilitating condition construct had an insignificant impact on BITA.Research limitations/implicationsThe current study was affected by some limitations. First, the data may not be considered as statistically representative because they were gathered online. However, the varied sociodemographic backgrounds of the respondents would boost the reliability of the findings. However, it would be prudent to use caution when extrapolating these findings to other contexts and cultures. Second, environmental concerns and perceived behavior control related to the avoidance of food waste behavior, as well as other factors that affect technology acceptance, may alter with time. Data from cross-sections may cause difficulties in following such changes. Thus, we recommend that longitudinal research studies aimed at building on our findings should be conducted. A qualitative study may help gain deeper insights into the relationship between IAFW related behavior and the adoption of various technologies to share leftover food, thereby revealing further details regarding different perspectives held by various respondents.Practical implicationsThe positive relationship between environmental concerns and IAFW underlines the significance of investing in this area to raise social awareness and public concern for environmental safety. Additional initiatives aimed at increasing public concern regarding environmental issues may increase the overall IAFW. Instead of concentrating on a single source pertaining to the avoidance of food waste, the government and policy regulations should focus on regulating and eliminating waste from all sources that generate waste. The adoption of technology to share leftover meals may be influenced by social factors. Increased advertising for food-sharing mobile apps and online platforms may persuade more users to join. Additionally, building additional platforms and mobile apps in these fields with friendlier interactions may improve the cyber environment, making it easier for people to use them. By providing information, tools and assistance to promote the reduction of food wastage, policymakers may create interventions that enhance public perception and behavior toward the reduction of food waste. In conclusion, the findings of our study indicated that the social impact and ease of use are important factors in determining the adoption of food-sharing technology. Cooperation with social influencers, policymakers and developers may lead to the development of user-friendly technology that may improve accessibility to food-sharing technology.Social implicationsIn order to encourage the adoption of food-sharing technology among various age groups, policymakers may create initiatives that take the specific requirements and traits of each group into consideration. Policymakers and governments may also create legislation and regulations that are tailored to guarantee food safety and health security for users of food-sharing technology, such as instructions for handling and storing food as well as safeguards against food fraud and contamination.Originality/valueThis study addressed practical issues related to managing and reducing household food wastage through social sharing via mobile applications and internet platforms. The proposed model, which integrated TPB with UTAUT2 in the context of food wastage and technology acceptance, contributes to the current body of knowledge.