Are apps for urban food purchasing and consumption meeting Italian consumers' needs? A mixed‐methods analysis

Abstract

The number of mobile phone apps downloads, especially those in the food and drink category, is growing worldwide. Such growth in digitalisation has brought the food industry and retailers to try and understand consumers new shopping needs and preferences to offer the best virtual experience to purchase food online. Past research rarely explore the features of the currently available apps for purchasing and consumption of agro‐food products compared with consumers' perception, barriers and drivers of online purchasing. The present research aims to fill this gap, in three steps. First, investigating consumers' perceptions of apps currently available for food purchasing and consumption, as well as drivers and barriers towards of online food purchasing and towards online food shopping from (peri)urban initiatives using the theory of consumer values as a theoretical framework (Study 1). Second, analysing the features of existent apps used at (peri)urban level and/or supporting (peri)urban food purchasing and consumption adopting the technology acceptance model as a theoretical framework (Study 2). Third, cross‐analysing consumer needs emerging from the survey with apps features. Quantitative data elaboration included a cluster analysis to group apps based on their features, and principal component analysis to identify consumers' key barriers and drivers. Results support how the desire to eat fresh and seasonal food is the main driver for buying from (peri)urban agriculture initiatives, whereas a more rational and aware food consumption are the drivers for choosing online over in person shopping. The most common type of apps are those aimed at food delivery, and those selling and buying food and providing food information. Restaurants and cafes are the main market channels for consumers' food online purchasing. When consumer needs (Study 1) and apps features (Study 2) are compared, a mismatch of the two emerges. Sustainability food profile and information on seasonal food are consumers' favourite features, but they are present in a limited number of apps. Results provide insights for marketing strategies and future research.