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

Mobile apps redistributing surplus food are receiving increased attention for their sustainability benefits. Nevertheless, there is limited research on the opportunities created businesses to penetrate Bottom of Pyramid (BoP) market. Drawing Service-Dominant (S-D) logic, affordance and means-end theories, this study investigates how waste mobile can support sustainable value co-creation at BoP. Using a laddering approach, data were collected through semi-structured interviews in Sri Lanka. Despite similarities respondents’ perceptions app functions, noticeable gaps perceived affordances end goals, which may challenge process. Additionally, opportunism, stigma goal misalignment result co-destruction, i.e. diminishment stakeholder interactions. Our findings demonstrate that develop technologies enable co-creation, an in-depth understanding factors driving essential.