Ordering the right quantity? Examining the impact of plate size vagueness on food waste in an online food delivery system

Trivedi, Vibha, Trivedi, Ashish, Pandey, Krishan Kumar and Chaurasia, Sushil S (2023) Ordering the right quantity? Examining the impact of plate size vagueness on food waste in an online food delivery system. Journal of Cleaner Production, 391: 136052. ISSN 0959-6526

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Abstract

Food waste has far-reaching effects on the global population and thus has been given significant attention in United Nations Sustainable Development Goals. An increased generation of food waste at the consumer level due to online food delivery (OFD) systems has been a topic of research attention. The present study empirically investigates the impact of vagueness in plate size information on OFD apps on the food waste behavior of consumers and potential underlying psychological mechanisms involved in the online food ordering process. Through a 2 × 2 experimental design carried out in India, the causal effect of the vagueness in plate size information on food waste is examined through the mediating roles of anticipated shortage and over-ordering. When consumers anticipate a food shortfall due to vagueness in plate size information, they prefer to order more than needed, which eventually leads to higher food waste (FW). The theoretical and practical implications of the study are discussed.

Item Type: Article
Keywords: Experiment | Food Waste | Online Food Delivery | Responsible Consumption | SDG
Subjects: Social Sciences and humanities > Business, Management and Accounting > General Management
JGU School/Centre: Jindal Global Business School
Depositing User: Amees Mohammad
Date Deposited: 13 Feb 2023 08:08
Last Modified: 13 Feb 2023 08:08
Official URL: https://doi.org/10.1016/j.jclepro.2023.136052
URI: https://pure.jgu.edu.in/id/eprint/5582

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