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

Chrysostomos Apostolidis*, David M Brown, Dinuka Wijetunga, Eranjana Kathriarachchi

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)856-886
Number of pages31
JournalJournal of Marketing Management
Volume37
Issue number9-10
Early online date15 Jan 2021
DOIs
Publication statusPublished - 13 Jun 2021

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