Values of meal kit delivery services: a segment-based approach

Despite the widespread use of meal kit delivery services, there is limited understanding of the user segments and their characteristics. To address this gap, this study aimed to profile meal kit delivery service users based on their perceived value of such kits and investigate whether there were differences in terms of their sociodemographic characteristics and behavioral intention. Through exploratory factor-cluster analysis of 430 users of meal kit delivery services, four distinct clusters were identified, and each cluster exhibited significant differences regarding their perceived value of meal kit delivery services. The findings have important implications for both research and practice.