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    How a mobile app can become a catalyst for sustainable social business: The case of Too Good To Go

    Vo-Thanh, Tan and Zaman, Mustafeed and Hasan, Rajibul and Rather, Raouf Ahmad and Lombardi, Rosa and Secundo, Giustina (2021) How a mobile app can become a catalyst for sustainable social business: The case of Too Good To Go. Technological Forecasting and Social Change, 171. p. 120962. ISSN 0040-1625

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    Information and communication technology (ICT) plays a vital role in sustaining social businesses. However, little is known about how a mobile app can be a catalyst for sustainable social business. Guided by the technology affordance theory and service-dominant (S-D) logic, the present study aims to address this research gap by examining both the perspectives of providers and users, using the Too Good To Go (TGTG) app – the largest social movement in Europe – as a case study. Semi-structured interviews were conducted to explore the congruence/gap between customer value proposition (CVP) and value-in-use (VIU). The findings highlight that social, functional, and emotional values are the success factors for the TGTG app to accomplish its social missions of reducing food waste and CO2 emissions and allowing everyone to access quality food at an affordable price. The theoretical and practical implications of this study and directions for future research are also presented.

    Item Type: Article
    Keywords: Social business; Mobile app; Too Good To Go (TGTG); Customer value; proposition; Value-in-use; Perceived values;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 18325
    Identification Number:
    Depositing User: Rajibul Hasan
    Date Deposited: 28 Mar 2024 10:29
    Journal or Publication Title: Technological Forecasting and Social Change
    Publisher: Elsevier
    Refereed: Yes
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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