ABSTRACT

Mobile apps redistributing surplus food are receiving increased attention for their sustainability benefits. Nevertheless, there is limited research on the opportunities created for businesses to penetrate the Bottom of the Pyramid (BoP) market. Drawing on Service-Dominant (S-D) logic, affordance and means-end theories, this study investigates how food waste mobile apps can support sustainable value co-creation at the BoP. Using a laddering approach, data were collected through semi-structured interviews in Sri Lanka. Despite similarities in respondents’ perceptions of app functions, there are noticeable gaps in the perceived affordances and end goals, which may challenge the value co-creation process. Additionally, opportunism, stigma and goal misalignment may result in value co-destruction, i.e. the diminishment of value through stakeholder interactions. Our findings demonstrate that to develop technologies which enable value co-creation, an in-depth understanding of factors driving perceptions of value is essential.

摘要

重新分配剩余食物的移动应用程序因其可持续性优势而受到越来越多的关注。然而，对于企业进入金字塔底部 (BoP) 市场所创造的机会的研究有限。本研究利用服务主导 (SD) 逻辑、可供性和手段目的理论，调查食物垃圾移动应用程序如何支持 BoP 的可持续价值共创。使用阶梯式方法，在斯里兰卡通过半结构化访谈收集数据。尽管受访者对应用程序功能的看法有相似之处，但在感知能力和最终目标方面存在明显差距，这可能会挑战价值共创过程。此外，机会主义、污名和目标错位可能导致价值共毁，即 通过利益相关者的互动减少价值。我们的研究结果表明，要开发能够共同创造价值的技术，深入了解推动价值认知的因素至关重要。