Measuring the Effects of an Anti-Food-Waste Digital Application from the Operators’ Perspective in Urban Contexts

This paper presents an empirical study focused on the use of TooGoodToGo smartphone applications by urban food retailers and HoReCa sector owners, evaluating their satisfaction levels with using this app and identifying the most relevant business levers that might convince other operators to adopt anti-waste programs and more sustainable behaviors. To this end, a survey questionnaire is administered to a sample of respondents. Data are statistically analyzed using the Kruskal–Wallis test to consider the different perspectives of the identified subsamples. The results reveal that business operators claim to have a high level of satisfaction with exploiting the service provided by the app and that it is a lever for increasing the number of customers served, even if there is not a high positive effect on revenue. However, retailers with more years of operations, who can be considered more experienced, can better exploit the opportunities of the TGTG business. This study contributes to a better understanding of the benefits of using web application services to decrease waste from urban food retailers. Consequently, levers for convincing new operators to adopt the service and their role in increasing customer awareness are identified and discussed.