Sustainability practices and consumer behavior in food delivery services : a case study
Hasan, Md Imam Mahady; Kulsum, Mst Umme (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051913371
https://urn.fi/URN:NBN:fi:amk-2025051913371
Tiivistelmä
The global imperative of sustainability influences organizational structures, industrial processes, and consumer purchasing behavior. Consumers’ demands for convenience have increased due to the industry's rapid growth, which is a result of the use of packaging materials and transportation requirements. The objective of our study was to identify sustainability practices implemented by a selected company in the food industry, to assess consumer awareness and perceptions, and to analyze their impact on consumer purchasing behavior. This research was a case study.
The research deployed a mixed method design survey and interviews. Fast delivery, transparent pricing, and green initiatives are among the main factors influencing consumer behavior. The results revealed that conservative scepticism or reluctance to adopt new sustainability practices, cost versus benefit, and operational challenges are some of the issues that are increasingly being noted as constraints to the broader push for sustainability. However, as we see that sustainability efforts are positively associated with customer satisfaction, it can be seen that going green has the potential to not only improve customer satisfaction but also brand loyalty and competitive advantage.
This case study presents useful insights into the changing dynamics between sustainable business practices and consumer behavior in the context of digital food delivery and provides recommendations for industry stakeholders working towards long-term environmental and commercial sustainability.
The research deployed a mixed method design survey and interviews. Fast delivery, transparent pricing, and green initiatives are among the main factors influencing consumer behavior. The results revealed that conservative scepticism or reluctance to adopt new sustainability practices, cost versus benefit, and operational challenges are some of the issues that are increasingly being noted as constraints to the broader push for sustainability. However, as we see that sustainability efforts are positively associated with customer satisfaction, it can be seen that going green has the potential to not only improve customer satisfaction but also brand loyalty and competitive advantage.
This case study presents useful insights into the changing dynamics between sustainable business practices and consumer behavior in the context of digital food delivery and provides recommendations for industry stakeholders working towards long-term environmental and commercial sustainability.