FACTORS INFLUENCING PURCHASE INTENTION OF FOOD SURPLUS THROUGH THE FOOD SHARING PLATFO

Abstract

Food waste issue is serious around the world. To address this issue, food-sharing platforms are developed to distribute food surplus. There is a limited number of empirical studies investigating the drivers to using surplus food-sharing platforms, particularly in developing countries. This paper investigates the impacts and connections between environmental concern, perceived playfulness, social norms, food waste awareness, price consciousness, food neophobia, and purchase intention of food surplus through food-sharing platforms in Thailand. A sample of 284 Yindii users was analysed by using factor analysis and regression analysis. Empirical results revealed environmental concern, perceived playfulness, and food waste awareness to be the primary constructs influencing consumers’ purchase intention toward food surplus. The results suggest that perceived playfulness is the most crucial determinant affecting purchase intention. Our results also indicated people who obtained a higher education level and the low-income group show a higher purchase intention toward food surplus products. This study contributes to the literature and provides insights for practitioners with several implications. This research is the first attempt to study food surplus redistribution in Thailand. The study identifies environmental concern, perceived playfulness, and food waste awareness as the main determinants of purchase intention to food surplus.