Supervisor

Stephen Chandler

Programme

MA in International Business

Keywords

Food waste reduction, digital sustainability platforms, Mongolia consumer behaviour.

Abstract

Food waste presents a considerable challenge to global environmental, economic, and social sustainability. This study investigates the viability of replicating the “Too Good To Go” (TGTG) platform in Mongolia, informed by the experiences of the TGTG platform in Ireland. Employing a mixed-methods approach, the research includes a secondary data analysis from Ireland, an online survey administered to 162 consumers in Ulaanbaatar, and semi-structured interviews with three entrepreneurs.

The findings suggest that the success of TGTG in Ireland can be attributed to several key factors: elevated consumer awareness, a supportive environment reinforced by government policies, and accessible technology. In contrast, the Mongolian context underscores the importance of consumer trust, quality assurance, and cultural characteristics, notably high uncertainty avoidance, power distance and shared values.

To facilitate the successful implementation of the TGTG platform in Mongolia, the study recommends several strategic initiatives. These include launching a public awareness campaign, adopting a “Semi-surprise bag” model, implementing quality certification measures, providing a variety of payment systems, establishing a tiered business fee policy, and expanding the supply chain. The implementation of these measures is expected to contribute to a reduction in food waste. This research offers both theoretical and practical contributions aimed at promoting sustainable consumption through digital platforms, particularly within developing country contexts.

Date of Award

2025

Full Publication Date

2025

Access Rights

open access

Document Type

Capstone Project

Resource Type

thesis

Digital Object Identifier (DOI)

https://doi.org/10.63227/652.299.137

Download

Included in

Business Commons

Share

COinS