Investigating Antecedents of Intention to Use Green Agri-Food Delivery Apps: Merging TPB with Trust and Electronic Word of Mouth DOI Open Access
Kamel Mouloudj, Maria Carmela Aprile, Ahmed Chemseddine Bouarar

et al.

Sustainability, Journal Year: 2025, Volume and Issue: 17(8), P. 3717 - 3717

Published: April 20, 2025

The rapid expansion of digital platforms has significantly influenced consumer purchasing behaviors, particularly in the agri-food sector. Therefore, this paper investigates key factors driving customers’ intention to use green delivery apps (GAFDAs) by integrating trust and electronic word mouth (eWOM) into Theory Planned Behavior (TPB) framework. Additionally, study examines gender as a moderating variable, assessing whether its influence alters relationships between determinants behavioral intention. Data were collected from 252 Algerian consumers, proposed model was tested using SmartPLS 4 SPSS 26.0. results confirm that attitude, subjective norms, perceived control (PBC), trust, eWOM positively GAFDAs, with PBC emerging strongest predictor. Moreover, moderates effect on intention, influencing men’s adoption decisions but not those females. In contrast, norms are stronger predictors for female consumers. These findings highlight importance gender-specific marketing strategies enhance GAFDA adoption. This contributes literature extending TPB eWOM, moderation, offering valuable insights marketers, policymakers, app developers promoting sustainable food consumption.

Language: Английский

Investigating Antecedents of Intention to Use Green Agri-Food Delivery Apps: Merging TPB with Trust and Electronic Word of Mouth DOI Open Access
Kamel Mouloudj, Maria Carmela Aprile, Ahmed Chemseddine Bouarar

et al.

Sustainability, Journal Year: 2025, Volume and Issue: 17(8), P. 3717 - 3717

Published: April 20, 2025

The rapid expansion of digital platforms has significantly influenced consumer purchasing behaviors, particularly in the agri-food sector. Therefore, this paper investigates key factors driving customers’ intention to use green delivery apps (GAFDAs) by integrating trust and electronic word mouth (eWOM) into Theory Planned Behavior (TPB) framework. Additionally, study examines gender as a moderating variable, assessing whether its influence alters relationships between determinants behavioral intention. Data were collected from 252 Algerian consumers, proposed model was tested using SmartPLS 4 SPSS 26.0. results confirm that attitude, subjective norms, perceived control (PBC), trust, eWOM positively GAFDAs, with PBC emerging strongest predictor. Moreover, moderates effect on intention, influencing men’s adoption decisions but not those females. In contrast, norms are stronger predictors for female consumers. These findings highlight importance gender-specific marketing strategies enhance GAFDA adoption. This contributes literature extending TPB eWOM, moderation, offering valuable insights marketers, policymakers, app developers promoting sustainable food consumption.

Language: Английский

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