Purpose

This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and biospheric value orientation perceived by customers on eco-friendly behavior.

Design/methodology/approach

This study focuses on the mediating role of trust in green brands and its perceived benefits (including psychological and environmental benefits). This study involved an online survey of 445 customers who had experienced using OFD services in the past six months.

Findings

The platform's green brand legitimacy and consumer perceived biospheric value orientation positively impact trust in green brands. Trust in green products and services significantly affects customers' perceived benefits and has a positive impact on eco-friendly service using behavior. Mediating effect analysis indicated that brand legitimacy and biospheric value have a positive indirect influence on the psychological benefits of supporting green activities and utilitarian environmental benefits.

Research limitations/implications

The convenience sampling method is used, and its purely quantitative nature may limit the generalization of the research results.

Practical implications

The OFD platform should encourage online catering retailers to use more eco-friendly packages for packaging food and minimize the provision of disposable tableware. The platform manager can provide consumers with knowledge and information on lowering related environmental pollution sources when ordering food.

Originality/value

This study innovatively introduces brand legitimacy into the green consumption literature. This is an essential expansion of the content of brand legitimacy and a supplement for the research field of eco-friendly behavior.

中文翻译：

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绿色品牌合法性和生态友好行为的生物圈价值对在线食品配送的潜在影响：一种中介方法

目的

本研究旨在将合法性理论和自我认同理论应用于在线食品配送 (OFD) 应用服务，然后研究绿色品牌合法性和客户感知的生物圈价值取向对生态友好行为的影响。

设计/方法/方法

本研究侧重于信任对绿色品牌的中介作用及其感知利益（包括心理和环境利益）。这项研究涉及对过去六个月使用过 OFD 服务的 445 名客户进行的在线调查。

发现

该平台的绿色品牌合法性和消费者感知的生物圈价值取向对绿色品牌的信任产生了积极影响。对绿色产品和服务的信任显着影响客户的感知利益，并对环保服务使用行为产生积极影响。中介效应分析表明，品牌合法性和生物圈价值对支持绿色活动的心理收益和功利的环境收益具有正向间接影响。

研究限制/影响

使用方便抽样的方法，其纯粹的定量性质可能会限制研究结果的概括性。

实际影响

OFD平台应鼓励在线餐饮零售商使用更环保的包装来包装食品，并尽量减少一次性餐具的提供。平台管理员可以在消费者点餐时，为消费者提供降低相关环境污染源的知识和信息。

原创性/价值

本研究创新性地将品牌合法性引入绿色消费文献。这是对品牌合法性内容的本质拓展，也是对生态友好行为研究领域的补充。