The rapid growth of food delivery applications in urban India has significantly transformed eating habits, shifting food consumption from a need-based activity to a convenience-driven behaviour. This study explores the psychological impact of food delivery apps, particularly focusing on the concept of “fake hunger” — a condition where users feel the urge to eat without actual physical need. The research highlights how app features such as attractive visuals, push notifications, discounts and reward systems stimulate cravings by triggering dopamine responses, thereby influencing user decisions. This study is conducted in Coimbatore city, targeting frequent users of food delivery platforms, especially youth and young adults. Using a descriptive research design and convenience sampling method, primary data were collected from 105 respondents through a structured questionnaire. The analysis is performed using simple percentage techniques to understand patterns in user behaviour, emotional triggers and app interaction. The findings aim to identify dark nudge techniques used by food delivery apps, examine psychological factors like stress and boredom that contribute to fake hunger, and evaluate the extent to which app-driven stimuli affect ordering habits. The study also emphasises the lack of awareness among users regarding such manipulative design strategies.
Overall, this research underscores the importance of mindful consumption and user awareness, as excessive reliance on food delivery apps can lead to health issues, financial strain and reduced self-control. The study provides insights that can benefit users, researchers and policymakers in promoting healthier digital consumption practices.