Sharing Leftover Food with Strangers via Social Media: A Value Perspective Based on Beliefs-Values-Behavior Framework

An emergent effort to reduce wasted food is share uneaten with others via social media. However, the following question arises: Are those unknown people willing take my leftovers? Few studies address above question. Hence, developing a comprehensive model that explains acceptance of leftover from strangers (LFFS) media warrants research attention. Considering dual roles LFFS recipients play—namely, both peer-to-peer (P2P) technology user and service consumer—the study embraces diverse motivational factors across disciplines explain acceptance. Drawing on marketing research, develops value-based investigate consumer The examines effects two prominent consumers’ beliefs (cognitive interaction affective trust) their context-specific value perception (conditional epistemic values) toward LFFS, impact these perceived values strangers. employed two-stage data collection approach collected 663 usable questionnaire packets major metropolitan areas in Taiwan. Using Structural Equation Model (IBM SPSS Amos) analyze data, results indicate trust interactivity relate positively (both conditional epistemic) LFFS. Furthermore, mediate relationships between proposed helps create sustainable society as sharing other community members provides connected, diverse, life.