Search results

The global food waste and food scarcity paradox is steadfastly increasing. This study aims to examine the effects of digital nudging as forms of positive and negative reinforcement to change food waste behavior and found that nudging positive reinforcement modifies this habit.

A field experiment was conducted on 628 diners randomly split into experiment (n = 412) and control group (n = 216) in two separate dining locations over four weeks. Out of these, 412 diners were randomly subjected to tent cards with positive (n = 228) and negative (n = 184) reinforcement nudging and completed a questionnaire to ascertain if nudging affects their consumption behavior. Consumption waste per unit revenue was calculated from all 628 diners individually to analyze the financial impact between control and experiment groups.

SEM analysis reveals that positive reinforcement mediates between external motivators (social media and restaurant service) and reduction of food waste behavior. Further analysis also reveals that nudging has a higher three times effect on reducing food waste as compared with no nudging (control).

Positive messaging encourages behavior change more effectively as compared to negative ones. Gentle reminders of how everyone can personally be a “warrior” or “hero” in the fight against global food waste increases the likelihood of altruistic motivation in tackling these issues.

This study demonstrates how positive reinforcement in the form of nudges acts as key mediator to support reduction of consumer food waste on site, ultimately helping to reduce financial costs compared to those without nudges.

The objective of this study is to examine the drivers of retail apps satisfaction and continuance intention. An integrative theoretical framework was developed based on the IS success model, E-S-QUAL and expectancy and disconfirmation model to explain retail apps users’ satisfaction and continuance intention.

A total of 359 useable data were collected from the targeted Malaysian respondents who had experience in using retail apps services. Data were analysed using the partial least squares technique.

The results indicate that system quality and e-service quality positively influence retail apps usage satisfaction and have positive direct and indirect effects through satisfaction on continuance intention. The price level has a negative effect on retail apps usage satisfaction. Even though price level has no direct effect on continuance intention to use retail apps, it has an indirect effect on continuance intention through satisfaction.

Although the success of a marketing channel mainly depends on its continuance usage rather than first-time usage, few studies have paid attention to retail apps services. This study contributes to the advancement of knowledge on retail apps by explaining the roles of system quality, e-service quality and price level on retail apps satisfaction and continuance intention. Interestingly, the findings of multi-group analysis imply that female Gen Y app users are more satisfied than males while such differences do not impact their continuance intention to use the retail apps. The findings also suggested that frequency of using apps has no relevance to retail apps user satisfaction, but highly relevant to their continuance intention to use retail Apps services.