CONSUMER BEHAVIOR AND SUSTAINABILITY IN THE ONLINE FOOD DELIVERY INDUSTRY: A COMPREHENSIVE REVIEW (2015-2024)

Abstract

The rapid growth of the online meal delivery industry, which is expected to reach USD 133.7 billion by 2026, has dramatically altered consumer behavior and market dynamics. This research investigates the changing consumer behavior toward online meal delivery services, with a specific emphasis on sustainability issues. This study conducts a comprehensive assessment of literature from 2015 to 2024 to analyze the variables influencing customer decisions, the impact of online reviews and ratings, consumer preferences for sustainable practices, and the sustainability practices used by the online meal delivery industry. Our findings indicate that, while convenience, perceived value, and technological advancements continue to influence consumer purchases, there is an increasing emphasis on environmental sustainability. Consumers are increasingly favoring sustainable food delivery methods, such as eco-friendly packaging and local sourcing. Meanwhile, the industry is reacting with innovations to reduce its environmental impact, such as biodegradable packaging and efficient delivery routes. This study emphasizes the necessity of connecting corporate practices with consumer expectations for sustainability, providing insights for researchers, policymakers, and practitioners seeking to promote environmentally friendly innovation in this rapidly increasing area.