British Food Journal, Год журнала: 2024, Номер unknown

Опубликована: Ноя. 4, 2024

Purpose The study explores the drivers of intention to continue using sustainable food delivery services, considering influence value, satisfaction and combined effects utilitarian hedonic motives. We employ a comprehensive framework that integrates norm activation model (NAM) theory planned behavior (TPB), with satisfaction, motives This approach facilitates deeper understanding factors motivating users remain loyal service. Design/methodology/approach examines data quantitative based on partial least squares structural equation modeling (PLS-SEM). Findings findings suggest such as Giusta app, is significantly influenced by user attitudes. Attitudes not only but also are shaped motivations associated delivery. Beyond personal expectations perceived benefits, reveals driven altruistic values moral convictions. Specifically, attitudes positively affected norms, which ascribed responsibility. responsibility is, in turn, awareness both environmental social issues. Originality/value research contributes current debate consumers' ethical Only few studies have integrated NAM TPB models this context. article highlights useful predicting people’s choice showing key role attitude,

Язык: Английский