This research examines how customers’ perceptions about controversial labor practices of food delivery platforms may affect their intentions to use and recommend these services. Three studies reveal that customers’ behavioral intentions depend on their perceptions of the working conditions for the delivery workers, as well as service quality. This influence is higher among customers with a high level of social conscious consumption. Our research also explores the costs that customers would be willing to assume to be served by a food delivery service that offers better working conditions. These insights reveal several relevant managerial implications for gig economy firms.
The role of customers in the gig economy: how perceptions of working conditions and service quality influence the use and recommendation of food delivery services