Food sharing, redistribution, and waste reduction via mobile applications: A social network analysis

• Published in: Industrial marketing management Vol. 88; pp. 437 - 448
• Main Authors: Harvey, John, Smith, Andrew, Goulding, James, Branco Illodo, Ines
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.07.2020
• Subjects: Altruism; Food sharing; Food waste; Reciprocity; Sharing economy; Social network analysis; Food waste; Social network analysis; Altruism; Food sharing; Reciprocity; Sharing economy
• ISSN: 0019-8501; 1873-2062
• DOI: 10.1016/j.indmarman.2019.02.019

Food sharing mobile applications are becoming increasingly popular, but little is known about the new social configurations of people using them, particularly those applications that use consumers as voluntary intermediaries in supply chains. This article presents a social network analysis of a food sharing mobile application conducted in partnership with OLIO. The study focuses on longitudinal social network data from 54,913 instances of food sharing between 9054 people and was collected over 10 months. The results challenge existing theories of food sharing (reciprocity, kin selection, tolerated scrounging, and costly signalling) as inadequate by showing that donor-recipient reciprocity and balance are rare, but also show that genuinely novel social relations have formed between organisations and consumers which depart from traditional linear supply chains. The findings have significant implications for managers and policymakers aiming to encourage, measure and understand technology-assisted food sharing practices. •The study presents a longitudinal social network analysis of 54913 instances of food sharing mediated by mobile applications•Direct and indirect reciprocity is rare, but there are nonetheless emergent ‘communities’ and interdependencies•Network members typically perform different roles (either donors or recipients) and regularity of sharing varies dramatically•The platform blurs different forms of supply chain including B2C, C2C and B2V2C (Business to Volunteer to Consumer)