Author(s): Dr. Geeta Sharma, Niyati Shirodkar, Anjali Khimasiya
India runs on convenience today. Everything shows up at the doorstep, from instant food to 10-minute grocery deliveries. Online food delivery has turned a trend into a significant source of plastic waste through its packaging, most of which is composed of non-recyclable and multi-layered plastics. Gen Z, often known as the more environmentally conscious, is a major segment of the online food delivery industry. This paradox creates a value-action gap. While past research has explored plastic pollution and sustainable consumption, limited studies examine why Gen Z, despite their high awareness, continue to rely on plastic food delivery. This study uses the Theory of Planned Behaviour (TPB) to understand the behavioural factors influencing Gen Z’s dependence on plastic-packaged food delivery. The research focused on how attitudes, social norms, perceived behavioural control, and environmental concern shape behavioural intention towards reducing plastic food delivery. A quantitative survey was conducted using a purposive sampling strategy targeting young adults aged 18-28 in Mumbai via a structured questionnaire. SmartPLS 4, using Partial Least Squares Structural Equation Modelling (PLS-SEM), was used to analyse the data. The analysis identified that environmental concern is the strongest predictor of Gen Z’s intention to reduce plastic use in food delivery, while perceived behavioural control and social norms show moderate positive effects. Attitude is not significant, revealing a value-action gap where positive views do not translate into intention. The findings can help improve app-based nudges, sustainable packaging options, and relevant policies.