What Sustainability Cues Should be Embedded in Food Delivery Applications?
Authors
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Sabari Shankar Ravichandran
Assistant Professor of Marketing (Corresponding Author), Symbiosis Institute of Business Management (SIBM), Symbiosis International (Deemed University) (SIU), Bengaluru - 560 100, Karnataka
https://orcid.org/0000-0003-2463-2355
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Rajagopal K.
Director and Professor, Symbiosis Institute of Business Management (SIBM), Symbiosis International (Deemed University) (SIU), Bengaluru - 560 100, Karnataka
https://orcid.org/0000-0001-9873-5766
DOI:
https://doi.org/10.17010/pijom/2026/v19i7/175089Keywords:
online food delivery applications, sustainability cues, sustainable platform design, responsible consumption, food waste.JEL Classification Codes :M31, L86, Q56
Publication Chronology: Paper Submission Date : October 15, 2025 ; Paper Sent Back for Revision : May 10, 2026 ; Paper Acceptance Date : May 25, 2026 ; Paper Published Online : July 15, 2026.
Abstract
Purpose : This study identified and classified the sustainability cues that consumers expected online food delivery applications (OFDAs) to embed to support responsible food ordering.
Design/Methodology/Approach : An exploratory quantitative design was adopted. Sustainability cues were identified from the literature, refined through expert review and pilot testing, and evaluated using survey responses from 222 active OFDA users in Bengaluru, India. Descriptive statistics prioritized consumer expectations, while exploratory factor analysis (EFA) classified the sustainability cues.
Findings : Consumers prioritized operational and decision-support sustainability features over promotional sustainability communication. Three categories of sustainability cues emerged: responsible consumption support, environmental and operational sustainability, and societal sustainability communication, indicating that consumers expected sustainability to be integrated throughout the digital customer journey.
Originality/Value : The study shifted sustainable food consumption research from a consumer-centric perspective toward a platform-centered perspective by providing a consumer-informed classification of sustainability cues for online food delivery applications.
Implications : The findings extended sustainable food consumption literature by highlighting digital platform design as an important facilitator of responsible consumption. They also offered practical guidance for integrating sustainability into OFDA interfaces and operations while supporting broader societal efforts to reduce food waste and promote sustainable consumption.
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