This study evaluates the feasibility of a new food delivery service involving only food products with quality certification. In particular, through an ad hoc survey, it evaluates the influence of consumers’ personal characteristics and choice motives on joining this innovative service and the willingness to pay of the respondents. A survey was completely anonymously and voluntarily administered during the Sars-CoV-2 pandemic. A total of 630 answers were collected. Logit and ordinal logit regression were carried out to analyze data. Women and respondents who have more leisure time are more likely to join the service. The analysis of choice motives suggests that consumers more concerned with food quality, and those devoting a higher weekly budget to buying groceries are more likely to be interested in the proposed service. Individuals willing to buy groceries based on certifications and organoleptic properties and people who habitually consume one to five meals outside were more likely to be willing to increase their weekly budget to join the service. To the best of our knowledge, this is the first study evaluating the influence of personal characteristics and choice motives on an innovative food delivery service involving only certified quality products in Italy.

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食品配送可以涉及经过认证的优质产品吗？意大利 SARS-CoV-2 大流行期间的创新案例研究

本研究评估了仅涉及具有质量认证的食品的新食品配送服务的可行性。特别是，通过一项专题调查，评估消费者的个人特征和选择动机对加入这项创新服务的影响以及受访者的支付意愿。在 Sars-CoV-2 大流行期间，一项完全匿名且自愿进行的调查。共收集到 630 个答案。进行 Logit 和序数 Logit 回归来分析数据。女性和有更多闲暇时间的受访者更有可能加入该服务。对选择动机的分析表明，消费者更关心食品质量，而那些每周花更多预算购买杂货的消费者更有可能对拟议的服务感兴趣。愿意根据认证和感官特性购买杂货的个人以及习惯在外面吃一到五顿饭的人更有可能愿意增加每周预算来加入该服务。据我们所知，这是第一项评估个人特征和选择动机对仅涉及意大利经过认证的优质产品的创新送餐服务的影响的研究。