Responsible consumption by responsible users: What is the role of technology as a mediator
(A2026-133204)

AUTHORS

Alex HAMARD, Groupe ESPI

ABSTRACT

This study examines why users adopt or abandon anti-food-waste mobile applications, focusing on privacy concerns as a key barrier. It integrates privacy empowerment and trust into the Technology Acceptance Model to explain continuous usage intentions. Based on a survey of app users and PLS-SEM analysis, results show that higher privacy empowerment and trust reduce privacy concerns while increasing perceived usefulness, ease of use, and ultimately intention to continue using the apps. Privacy concerns partially mediate the effects of trust and privacy empowerment. The study concludes that enhancing users’ control over personal data is essential to improve adoption of responsible-consumption technologies.