Epsilon Archive for Student Projects

Abstract

Despite the global efforts outlined in the United Nations 2030 agenda for sustainable development to halve food waste, the issue persists, posing significant social, environmental, and economic challenges worldwide. In Sri Lanka, where food waste and food insecurity coexist, there is a pressing need to address both issues. Various solutions and strategies have been implemented worldwide to mitigate its impact. Among these strategies, food waste-reducing platforms (FWRP) have emerged as technological solutions in many countries. One of the most popular types of FWRP is surplus food reselling mobile applications with a business-to-consumer (B2C) model. These apps facilitate the sale of leftover, suboptimal, or near-expiry items to consumers at discounted prices and have gained widespread adoption in many countries. Launching a surplus food reselling app in Sri Lanka offers a remarkable opportunity. The country faces significant food waste at the food service stage, lacks existing platforms addressing this issue, and is currently experiencing a digital transformation. However, before launching such an app, it's crucial to conduct thorough market research and identify user requirements and technology acceptance levels to ensure its success. Existing similar research tends to concentrate on food waste-reducing platforms in high-income countries, overlooking the distinct challenges faced by innovators in low- and middle-income nations. Additionally, stakeholders, including food businesses and consumers, have varied expectations and motivations, and there are diverse practical and cultural practices across different markets that must be considered. Addressing this gap this research aims to understand the influencing factors of key stakeholders, including food service providers and consumers, regarding the adoption of new surplus food reselling mobile app in Sri Lanka. This study utilized the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) to qualitatively identify key factors influencing the acceptance of a new app in the Sri Lankan market. A prototype named "Food Mama" was developed to facilitate understanding among interviewees. In-depth interviews were conducted with 18 consumers and 10 food service providers in Colombo, the commercial capital. The findings were analyzed using thematic analysis and interpreted within the UTAUT2 framework. The findings highlighted several key factors influencing acceptance, including financial and non-financial benefits, user-friendly interfaces, facilitating services such as organizational and regulatory support, peer recommendations, and social media influence, as well as the ability to integrate the app into existing practices and corporate business strategies. Despite similarities in these two key stakeholders' perceptions regarding the aforementioned factors, there is a noticeable gap in the emphasis on environmental and social benefits as acceptance factors between food service providers and consumers. Consumers primarily view this platform as a discounted platform, whereas food service providers are influenced by the platform's contribution to environmental and social development as well. Accordingly recommendations have been proposed to policymakers, urging them to encourage public awareness and forge strategic partnerships aimed at cultivating a positive perception of surplus food redistribution. This approach seeks to advance sustainability across economic, social, and environmental dimensions.