A Behavioral Model of Food Waste Disposal Using the Theory Of Planned Behavior Approach Among Generation Z
Keywords:
food waste, Theory of Planned Behavior, generation zAbstract
Consumption is a fundamental activity required by humans to support quality of life. The consumption patterns exhibited by consumers in daily life include the types of food, the quantity of food consumed, and the amount of time spent eating. However, errors in the consumption patterns adopted by society have the potential to lead to food waste. Therefore, this study examines consumer behavior that leads to food waste, using Generation Z as the subject, as this generation is particularly prone to food disposal practices. Additionally, a food waste campaign was employed as a mediating variable. Data analysis was conducted using a quantitative approach, with data collection performed via an online questionnaire. The research sample was selected through purposive sampling. The research data were analyzed using SEM-PLS with the WarpPLS 7.0 approach. Based on the research conducted, it can be concluded that the variables in the Theory of Planned Behavior (TPB) can explain food disposal behavior through intention as a mediating variable; however, the food waste campaign does not moderate the relationship between intention and behavior.
References
Afifah, R. (2018). Factors Influencing Household Behavior Regarding Food Waste (Doctoral dissertation, Brawijaya University).
Aggarwal, C. C. (2013). Outlier analysis. In Outlier Analysis (Vol. 9781461463). https://doi.org/10.1007/978-1-4614-6396-2
Chalak, A., Abiad, M. G., Diab, M., & Nasreddine, L. (2019). The determinants of household food waste generation and its associated caloric and nutrient losses: The case of Lebanon. PLoS One, 14(12), e0225789.
Hair Jr, J., Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications.
Ministry of National Development Planning/BAPPENAS. (2021).
on Food Loss and Waste in Indonesia. BAPPENAS: Indonesia.lkkl
Kristina, K., Kovács, S., & László, E. (2023). Food delivery platforms and food waste: Deciphering the role of promotions, knowledge, and subjective norms among Indonesian Generation Z. Cleaner and Responsible Consumption, 11, 100152.
Kummu, M., De Moel, H., Porkka, M., Siebert, S., Varis, O., & Ward, P. J. (2012). Lost food, wasted resources: Global food supply chain losses and their impacts on freshwater, cropland, and fertilizer use. Science of the Total Environment, 438, 477–489.
Mondéjar-Jiménez, J. A., Ferrari, G., Secondi, L., & Principato, L. (2016). From the table to waste: An exploratory study on behavior toward food waste among Spanish and Italian youths. Journal of Cleaner Production, 138, 8–18.
Stancu, V., Haugaard, P., & Lähteenmäki, L. (2016). Determinants of consumer food waste behavior: Two routes to food waste. Appetite, 96, 7–17.
Watson, M., & Meah, A. (2012). Food, waste, and safety: Negotiating conflicting social anxieties into the practices of domestic provisioning. The Sociological Review, 60(2_suppl), 102–120.
Zamri, G. B., Azizal, N. K. A., Nakamura, S., Okada, K., Nordin, N. H., Othman, N., & Hara, H. (2020). Delivery, impact, and approach of household food waste reduction campaigns. Journal of Cleaner Production, 246, 118969.
