Sustainable value co-creation at the Bottom of the Pyramid: using mobile applications to reduce food waste and improve food security

Apostolidis, Chrysostomos, Brown, David, Wijetunga, Dinuka and Kathriarachchi, Eranjana (2021) Sustainable value co-creation at the Bottom of the Pyramid: using mobile applications to reduce food waste and improve food security. Journal of Marketing Management. ISSN 0267-257X (In Press)

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Official URL: https://doi.org/10.1080/0267257X.2020.1863448

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.

Item Type: Article
Uncontrolled Keywords: sustainable value co-creation, food waste, mobile apps, Bottom of the Pyramid, affordance theory, laddering
Subjects: G900 Others in Mathematical and Computing Sciences
N100 Business studies
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: John Coen
Date Deposited: 23 Nov 2020 10:28
Last Modified: 26 Jan 2021 15:30
URI: http://nrl.northumbria.ac.uk/id/eprint/44813

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