Online Food Delivery and sustainability: what is the consumer perception? An empirical analysis among italian consumers

Today, thanks to technological and digital progress, the online food delivery (OFD) industry is significantly emerging in markets worldwide, leading to a major change in consumers eating habits. However, the rapid and strong growth of this service has generated considerable impacts on the environment and society. Given the urgency of moving towards purchasing and consumption models that respect the planet and people, it becomes clear the need to consider the phenomenon of online food delivery from a broader perspective, trying to grasp its sustainable implications. The present study thus aims to move in this direction, seeking to understand the current degree of online food delivery diffusion among Italian consumers and their level of awareness regarding the impacts of this sector in terms of environmental, social, and economic sustainability. To achieve this objective, a quantitative survey was conducted by means of an online questionnaire. A total of 379 individuals participated in the study. The results indicate that the propensity to use online food delivery is quite widespread within the sample surveyed, even though this does not translate into a particular frequency in the use of digital platforms involved in this service. Furthermore, there is not yet a full understanding of the negative implications that online food delivery may have if not managed along sustainable lines. It is therefore evident that more effort is needed from both online food delivery businesses and institutions to raise consumer awareness of sustainability issues and promote responsible behaviour.