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This study evaluates the feasibility of a new food delivery service involving only food products with quality certification. In particular, through an ad hoc survey, it evaluates the influence of consumers' personal characteristics and choice motives on joining this innovative service and the willingness to pay of the respondents. A survey was completely anonymously and voluntarily administered during the SARS-CoV-2 pandemic. A total of 630 answers were collected. Logit and ordinal logit regression were carried out to analyze data. Women and respondents who have more leisure time are more likely to join the service. The analysis of choice motives suggests that consumers more concerned with food quality, and those devoting a higher weekly budget to buying groceries are more likely to be interested in the proposed service. Individuals willing to buy groceries based on certifications and organoleptic properties and people who habitually consume one to five meals outside were more likely to be willing to increase their weekly budget to join the service. To the best of our knowledge, this is the first study evaluating the influence of personal characteristics and choice motives on an innovative food delivery service involving only certified quality products in Italy. [ABSTRACT FROM AUTHOR]