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Background: Ordering online food delivery has become an urban lifestyle for many people around the world, especially in China. The booming of this online-to-offline market has brought lucrative profits to online food delivery industry players, while consumers are enjoying the diversity of food available through this convenient delivery way. However, the environmental issues are also alarming with huge impact on every aspect of human development. This paper is interested in whether the Chinese Generation Z is thinking green when ordering food online. Purpose: The study aims to examine the effect of different influencing factors on Generation Z’s green consumer behaviour in three stages: purchasing, using and disposing for a holistic view. This also serves the purpose of an adaptation of relevant theories in green consumer behaviour studies such as theory of planned behaviour and ecological conscious consumer behaviour framework into the Chinese online food delivery industry. Method: A quantitative research was conducted based on a hypothesised model aiming to analyse the causal relationships between 5 factors (perceived consumer behaviour, environmental control, altruism, narcissism and subjective norm) and ECCB, together with the purchasing, using and disposing stages. 326 valid responses were collected from an online survey for the data analysis procedures in SPSS and SPSS Amos. Confirmatory factor analysis and multiple regression were among the analysis methods conducted. Conclusion: Subjective norm, narcissism, and perceived consumer effectiveness were found to have significant positive effects on green consumer behaviour among the five proposed predictors for Chinese Generation Z. The most impactful determinant is narcissism, followed by subjective norm and lastly, perceived consumer effectiveness.

The purpose of this study was to investigate how online food delivery companies changed the language in their advertising and took advantage of lockdown restrictions when the COVID-19 pandemic began in 2020. Using advertising technique theory and Norman Fairclough’s three dimensional framework for analyzing advertising discourse, this study scrutinized the Twitter advertising of four major online food delivery companies in the United States and the United Kingdom (Uber Eats, DoorDash, Deliveroo, and Just Eat) from 1 February 2020 to 30 April 2020 for the purposes of understanding how these companies advertised on Twitter just before the pandemic began and how they pivoted to new advertising techniques and discourses at the beginning of the pandemic. The results show that before the pandemic began, the online food delivery companies’ Twitter advertising generally depended on self-indulgence and giving audiences an excuse to use their service. When the pandemic began, however, the results of this study show the online food delivery companies' conscious efforts to leverage the economic struggle of the food industry caused by the pandemic to their benefit by shifting their advertising techniques and discourses in various ways.