The influence of national culture in consumers’ pro-environmental behavior

: the case of Too Good To Go

Abstract

Food waste has become a great issue, nowadays. It concerns society overall – governments, companies and consumers. This way, more and more businesses have been created with the goal of fighting food waste. Too Good To Go (TGTG) is an example of one of those businesses. It fights food waste by connecting food establishments with unsold surplus and consumers. In the 17 countries where TGTG operates, big discrepancies can be verified results wise. Various factors can influence them – Marketing, the supply side, the demand side, among others. This thesis’ focuses on the demand side – the consumer. The decisions we make, not only as consumers, but also as individuals are influenced by diverse factors – being one of them our culture.This way, in this dissertation, I study how the consumer’s National Culture (measured by the Cultural Dimensions by Hofstede) influences his/her decision-making process, more precisely regarding TGTG. In that sense, I explore the correlations between the cultural dimensions and some TGTG KPIs – for the 17 countries where it operates. Findings present two strong correlations and nine moderate correlations - positive and negative- highlighting the influence of LTO, IDV, UAI and MAS in TGTG results. PDI and IVR Indexes don’t seem to influence TGTG’s performance.Additionally, findings are discussed, this study’s limitations are presented, as well as ideas for future research.

Date of Award	28 Jun 2022
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Marta Bicho (Supervisor)