The rapid expansion of food delivery applications has significantly transformed consumer food consumption patterns by encouraging convenience-oriented eating habits. Although food delivery platforms provide accessibility, speed and pleasure, their continuous usage has also increased unhealthy food consumption among urban consumers. The present study examines the psychological relationship between hedonic food delivery app usages creating health guilt which later on leads to psychological discomfort. The study focus on the end result of cognitive dissonance that consumers use to reduce the discomfort arising from over usage of food delivery apps leading to consumer scapegoatism. The study also explores the ways and means the consumer use to blame food delivery apps, advertisements, promotions and life style that plays a crucial role in transforming consumption behaviours. The study is conducted among urban consumers of Kozhikode district through quantitative research design adopting 200 respondents of food delivery apps. The data collection was done with the help of online questionnaire and correlation analysis was employed to test the relationship between variables. The findings of the study depict a positive relationship between variables like food delivery app usage, health guilt, cognitive dissonance and consumer scapegoatism which will be helpful the marketers, food delivery app creators and consumers to get a proper idea about the impact created by the over usage of food delivery apps on consumers. The study contributes to consumer behaviour literature by introducing consumer scapegoatism as a psychological coping mechanism associated with unhealthy digital food consumption behaviour.