Date

Spring 2017

Document Type

Honors Project

Department

Marketing

First Advisor

Meghan Pierce

Second Advisor

Vincent Kling

Abstract

Meal kit delivery services, such as Blue Apron, HelloFresh, and Plated, provide their subscribers with weekly recipe and ingredient kits. This study evaluated the attitudes toward these services and the impact of factors such as self-efficacy on the interest level and intention to subscribe to these services. The framework for the model was based on the theory of planned behavior. Results indicate that less confidence in the kitchen increases the interest in meal kit delivery services. Furthermore, consumers who value cooking at home and convenience were more likely to show interest in these services. Implications of these findings for industry professionals are discussed.

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