Archives of Current Research International

Online food delivery services (OFDS) are increasingly popular among young adults because of their convenience, variety, accessibility, and promotional offers. Young adults living away from their families may particularly prefer OFDS, with their choices influenced by socioeconomic, food-related, social, and promotional factors. The present study aimed to assess the factors influencing young adults towards online food delivery services (OFDS). A cross-sectional descriptive study was conducted among 200 young adults (100 males and 100 females) from BHU, Varanasi, selected through purposive and random sampling. Data were collected using a self-structured questionnaire and the Modified Kuppuswamy Socioeconomic Scale (2023). Data were analysed using SPSS, with frequency, percentage, and chi-square tests. Most respondents used OFDS approximately once a week, although frequency varied across socioeconomic groups. Young adults belonging to the upper-middle socioeconomic group were more likely to use OFDS multiple times a week, whereas lower-middle socioeconomic groups reported relatively infrequent use. Respondents were influenced by price, convenience, taste, food appearance, hygiene, variety, and the availability of healthier options. Exposure to social media, television, and YouTube advertisements showed a significant association with OFDS usage frequency (p = 0.009). A significant association was also found between the influence of friends, family, and social occasions and OFDS usage frequency (p = 0.034). Discounts and promotional offers were additional factors attracting young adults towards online food ordering. The study concludes that OFDS use among young adults is influenced by socioeconomic, food-related, advertising, social, and promotional factors. Understanding these influences may help promote healthier food choices among young adults using online food delivery platforms.