From usefulness to play: Why consumers value food delivery applications.

Abstract

Purpose: This study systematically reviews how consumers in Europe engage with Food Delivery Applications (FDAs), identifying factors influencing adoption, continued use, and the values and meanings attached to digital food provisioning. Design/methodology/approach: A systematic literature review was conducted using Consumer Value Theory (CVT) to analyse functional, ethical, social, and symbolic dimensions shaping consumer engagement with FDAs in retail contexts. Findings: FDA use reflects eight CVT value dimensions. Efficiency and excellence continue to drive adoption, while less examined dimensions such as aesthetics, play, and spirituality also shape engagement, indicating that FDAs function as sources of identity expression, moral alignment, and emotional satisfaction beyond transactional convenience. Originality: This is the first study to apply CVT systematically to FDAs in retail food provision. It advances understanding beyond traditional adoption models by highlighting experiential and symbolic aspects of digital food consumption. Research limitations/implications: The European focus limits broader generalisability; future studies should examine diverse retail environments. Practical implications: Platform designers and policymakers should incorporate both functional and affective–moral drivers when developing inclusive and value-aligned digital food retail services.