The impact of the collaborative consumption triangle on purchasing intentions within online food delivery platforms

Abstract

PurposeThis study adopted the collaborative consumption triangle to explore the influence of online food delivery platforms (OFDP) on consumer purchase intentions. It investigates the effects of restaurants' corporate social responsibility (CSR) practices, individuals' food neophilic tendencies (FNT), and platforms' perceived benefits on purchase intention within OFDP. Furthermore, the study analyses differences in consumers' pro-environmental behaviour (PEB) on OFDP.Design/methodology/approachThe 497 participants conducted a web-based self-completion survey, using structural equation modelling to analyse the path structure of consumer purchasing intention. Furthermore, differences in PEB among OFDP consumers were compared through multigroup analysis.FindingsThe findings indicate that CSR influences the perceived value of sustainability and that the perceived value of sustainability influences purchase intention. Additionally, the influence of the perceived value of sustainability on purchase intention is more pronounced among consumers with low PEB compared to those with high PEB.Research limitations/implicationsThe findings may not be generalisable to other countries due to cultural differences, CSR policies, and strategies for promoting sustainable development.Social implicationsThe study provides valuable contributions related to (1) restaurants increasing their revenue and meeting their long-term sustainable development goals; (2) providing reusable containers policy and reusable containers policy and category tags for restaurants within OFDP.Originality/valueThis study is a pioneering work examining factors influencing purchase intentions within OFDP from the tripartite collaborative consumption perspective post-COVID-19 and focuses on the differences in PEB concerning OFDP.