Abstract
ABSTRACT The rapid growth of on-demand food delivery has sparked concerns about its societal and environmental impact. While alternative solutions like group ordering and electric bikes aim to address these issues, their adoption is hindered by inconveniences, mainly due to the longer delivery times, which are critical in food delivery. Price incentives such as discounts have traditionally been used as compensation, but questions about their long-term feasibility persist. This study assesses whether providing carbon footprint information can reduce the reliance on price incentives, especially when compensating for longer delivery times. Through a mixed-design experiment with 215 e-consumers in Greater Jakarta, we found that green information effectively encourages more sustainable delivery choices, similar to discounts. However, combining green information with discounts adds little value, suggesting that emphasizing green information alone could reduce financial costs and foster intrinsic motivation. Additionally, female and younger consumers are more responsive to green information, indicating the potential for targeted sustainability efforts in the on-demand food delivery sector.
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