How Online Food Delivery Influences Human Behaviour? – A Phenomenological Account of Urban Consumers


  • Ibrahim Noorani Lecturer, Department of Public Administration, Benazir Bhutto Shaheed University
  • Nazia Abdul Rehman Assistant Professor, Department of Economics, Federal Urdu University Arts, Science & Technology Karachi
  • Khurram Shakir Assistant Professor, Benazir School of Business , Benazir Bhutto Shaheed University, Lyari Karachi
  • Hassaan Ahmed Assistant Professor, Faculty of Management Sciences, Salim Habib University
  • Zubair Ahmed Shah Assistant Professor, Salim Habib University Karachi, Pakistan



Online Food Delivery, Hedonism, Moral Psychology, Motivation


Food delivery services have become a growing system in Pakistan, enabling consumers to order food from their favorite restaurants and have it delivered directly to their doorstep. The present study, incorporating a phenomenological approach, aims to explore how food delivery services can impact human behavior of urban consumers in Pakistan. The study examines six key factors - behavioral intention, perceived ease of use, convenience motivation, loyalty, privacy & security and hedonic motivation - and how they influence human behavior when using food delivery services. Through snowball sampling, 12 respondents were interviewed to gain insight into their lived experiences related to food delivery services. Thematic analysis revealed that food delivery services have a significant impact on human behavior, particularly in terms of increasing mental attitudes and moral underpinnings. The findings attempted to provide a first-hand perspective towards understanding behaviour modification in relation to online food delivery, experiencing the changing way urbanized citizens in Pakistan think about and interact with food, and how they possess the potential to influence consumers' overall experience.