Food sharing platforms are becoming increasingly popular, but little is known about the key determinants of their success, in particular those based on the “sharing for the community” model. This paper aims to highlight the impacts and the connections between five drivers of the success of food sharing platforms and their role in favoring consumer behavioral responses. Using multiple regression and fuzzy-set qualitative comparative analysis, the study analyzed data from 455 OLIO users. The results reveal the fundamental and interconnected roles of consumer familiarity, perception of environmental and social responsibility, and community social support, in enhancing consumer behavioral response. The research contributes to the literature and provides insights for managers by highlighting how corporate social responsibility (CSR), in combination with social support, strengthens the success of food sharing
Mazzucchelli, A., Gurioli, M., Graziano, D., Quacquarelli, B., Aouina-Mejri, C. (2021). How to fight against food waste in the digital era: Key factors for a successful food sharing platform. JOURNAL OF BUSINESS RESEARCH, 124(January 2021), 47-58 [10.1016/j.jbusres.2020.11.055].
How to fight against food waste in the digital era: Key factors for a successful food sharing platform
Mazzucchelli, A
;Gurioli, M
;Quacquarelli, B
;
2021
Abstract
Food sharing platforms are becoming increasingly popular, but little is known about the key determinants of their success, in particular those based on the “sharing for the community” model. This paper aims to highlight the impacts and the connections between five drivers of the success of food sharing platforms and their role in favoring consumer behavioral responses. Using multiple regression and fuzzy-set qualitative comparative analysis, the study analyzed data from 455 OLIO users. The results reveal the fundamental and interconnected roles of consumer familiarity, perception of environmental and social responsibility, and community social support, in enhancing consumer behavioral response. The research contributes to the literature and provides insights for managers by highlighting how corporate social responsibility (CSR), in combination with social support, strengthens the success of food sharingI documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.