Investigating factors on the intention to use mobile apps against food waste

What is it about?

Food waste is a major sustainability challenge, and mobile apps like Too Good To Go offer digital solutions by connecting consumers with surplus food. Despite their popularity, little is known about what drives consumers to use such apps. This study surveyed 380 people in Germany and used structural equation modeling to examine how sustainable consumption consciousness, price consciousness, and hedonic benefits influence the intention to use these apps. Surprisingly, the results show that neither sustainability awareness nor price sensitivity significantly affect usage intentions. Instead, hedonic benefits—such as the fun, surprise, and enjoyment of using the app—are the main motivators. This indicates that even users not primarily concerned with sustainability are willing to engage in food-saving behaviors if the experience is enjoyable. The findings offer valuable insights for food sector companies and app developers, highlighting the importance of emotional and experiential design in promoting sustainable consumer behavior.

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