| dc.description.abstract | In recent years, the over OFDs industry is overwhelming and at the same time, it has caused
quite a lot of environmental and societal challenges. Based on studies, Millennials and
Generation Z are the most motivated to sustainability and they are also one of the important
customer segments in OFDs. In Norway, Foodora and Wolt are the two major players in the
OFD market. We observed that, as late comer to this specific market, Wolt has tried to
differentiate themselves from competition by having a “sustainable” positioning with different
environmental and social sustainability policies. Given Norway is also a country which valued
sustainability on the top in comparison with other countries, it will be interesting to see whether
the sustainability initiatives of OFDs companies have an influence on the purchase intentions
of Norway's younger generations.
This research model is based on the cognitive hierarchy model proposed by Homer and Kahle
(1988), as well as Ajzen and Fishbein's (1975, 1980) theory of reasoned action (TRA) and its
extension which called the theory of planned behavior (TPB) (Ajzen, 1991). The main
objective of this research is to examine if the sustainability factor influences the purchasing
intention of younger generations in Norway who use online food delivery services to purchase
food. Five hypotheses were created after performing a theoretical review on the influence of
utilitarian, hedonic, and symbolic values, as well as TPB variables such as attitude, subjective
norm and the perceived behavioural control, on the intention to purchase food through OFDs.
To test the hypotheses, this study employed a quantitative survey of Millennials and Gen Z in
Norway, with 124 valid responses being analysed using confirmatory factor analysis by SPSS
and structural equation modelling by SmartPLS. According to the findings, symbolic value had
an important role in influencing the purchase intention through directional support. Besides,
utilitarian, and hedonic value were also important factors in affecting the purchase intentions
of young customers. However, all of these values can only influence the purchase intention
with the presence of “attitude”.
Our study also discovered that Norwegian customers value sustainability more than non-
Norwegian customers. Furthermore, when comparing Wolt and Foodora’s customers, Wolt’s
customers favoured symbolic value higher. The findings show that the sustainability
component of the OFDs in Norway does really matter to younger generations. | en_US |
