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, 37 (9-10). pp. 856-886. ISSN 0267-257X

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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.

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