Mobile apps against food waste: Are consumers willing to use them? A survey research on Italian consumers

This paper is aimed at analyzing the consumers’ willingness to use mobile apps that claim to contribute to mitigating the food waste problem. We study the extent to which such willingness is influenced by three factors related to the consumers’ willingness to use mobile apps in general (perceived usefulness, perceived ease of use, and perceived risks) and three factors related to the consumer behavior against food waste (food neophobia, moral attitude, and knowledge about food conservation). A survey was conducted on 283 Italian consumers. Results show that perceived usefulness and perceived ease of use positively affect the willingness to use mobile apps against food waste, while perceived risks by potential users negatively impact such willingness. However, none of the three consumer-related factors has been proved to be significant. The results of this paper offer managerial implications to developers, related to how to advertise the app and how to improve the app functionality, in order to enhance the consumers’ willingness to use