How the environmental friendliness of food delivery packages shapes sustainable customer behavior

Abstract

Purpose-Due to increasing interest in sustainability, consumers prioritize environmentally friendly consumption across various service sectors. This study aims to examine how environment-related attributes of food delivery services affect customer behavior. Specifically, the authors use the stimulus-organism-response framework to explore how environmentally friendly food packages correlate with customers' environmental support and patronage behavior. Design/methodology/approach-The authors collected data from US food delivery service customers. To test the hypotheses, the authors used partial least squares structural equation modeling. Findings-The authors find that customers' perceptions of the environmental friendliness of food packages influence their satisfaction and trust, which in turn affect their environmental support and patronage behaviors. Also, customers' trust and satisfaction mediate the relationship between their food consumption experience and its outcomes. The authors further explore demographic factors that influence the proposed relationships. Originality/value-Due to the popularity of food delivery services, this study has theoretical and practical implications for restaurant service providers and highlights the potential of environmentally friendly packaging to increase both environmental support and loyal behavior.