Investigating consumers’ perceived benefits and risks of meal-kit delivery service

Abstract

Modern lifestyles have boosted meal-kit subscriptions, yet little is known about how consumers' perceptions of benefits and risks affect their intentions. This study, grounded in prospect theory, aims to uncover the dimensions of perceived benefits and risks associated with meal-kit services. Using a rigorous scale development procedure, five benefits (convenience, environment, price, food quality, and health) and four risks (time-loss/convenience, financial risk, performance risk, and physical risk) were identified. The result of structural equation modeling revealed that convenience, price, and food quality were key benefits influencing consumer attitudes, subsequently impacting purchase intention. Meanwhile, performance and physical risks were identified as significant risk factors. Furthermore, older consumers exhibited greater concern for performance and physical risks than younger consumers. These findings offer practitioners guidelines for developing marketing tools that emphasize meal-kit benefits and strategies to mitigate risks associated with meal-kit delivery.