Designing demand: consumer value construction in food rescue apps

Purpose – Anchored in the consumer value perception literature, this study aims to investigate how food rescue platforms, such as Too Good To Go, can be redesigned to promote soon-to-be-wasted surplus food through a deal-centric approach. Design/methodology/approach – A full-profile conjoint analysis tested six product attributes for their influence on perceived transactional value, brand evaluation and future purchase intention. Household income levels were analyzed to reveal differences in attribute trade-offs across sociodemographic groups. Findings – Discount ratio, product description and food safety information were the most influential attributes. Income segmentation revealed distinct valuation patterns: higher-income consumers assigned greater importance to deal information, challenging assumptions about price sensitivity and economic necessity. Research limitations/implications – This study provides practical insights for hospitality operators and policymakers who design food rescue platforms. Identifying which attributes best convey value under uncertainty can enhance engagement, reduce edible food waste and broaden participation. Theoretically, the study extends the Theory of Consumption Values to digital sustainability environments, demonstrating how consumers infer multidimensional value from app-level attributes in circular food systems. Originality/value – Unlike traditional donation-based models, these platforms use a deal-centric framing that shifts charity into market exchange. By situating rescued food within consumer value perception literature, this study advances understanding of value construction under uncertainty and provides actionable strategies for designing digital platforms that normalize sustainable consumption.