UNDERSTANDING INTENTION OF GENERATION Z TO REDUCE FOOD WASTE IN INDONESIA: A STUDY INTEGRATING THEORY OF PLANNED BEHAVIOR AND INDIGENOUS CULTURAL VALUES

Yogi Fahreza Alfianto; Mas Wahyu Wibowo

UNDERSTANDING INTENTION OF GENERATION Z TO REDUCE FOOD WASTE IN INDONESIA: A STUDY INTEGRATING THEORY OF PLANNED BEHAVIOR AND INDIGENOUS CULTURAL VALUES

Yogi Fahreza Alfianto, Mas Wahyu Wibowo

Abstract

Food waste has become an urgent global concern, with Indonesia facing notable economic, environmental, and social consequences. The present study examined the determinants of Generation Z’s intention to curb food waste in Indonesia using the Theory of Planned Behavior (TPB), which emphasizes attitudes, subjective norms, and perceived behavioral control. In addition, the research integrated indigenous cultural values, particularly religious and traditional values. Using a quantitative correlational approach, data were obtained from 200 respondents through purposive non-probability sampling. The analysis was performed using Structural Equation Modeling (SEM) via the Partial Least Squares (PLS) method. The results revealed that attitudes, perceived behavioral control, religious values, and traditional values significantly and positively influenced food waste reduction intention. Conversely, subjective norms were found to have no significant effect. These findings highlight that personal beliefs, self-regulation, and cultural values are more influential than social pressure in driving food waste reduction behaviors among Indonesian Generation Z.

Full Text:

PDF

References

Abdelradi, F. (2018). Food waste behaviour at the household level: A conceptual framework. Waste Management, 71, 485–493. https://doi.org/10.1016/j.wasman.2017.10.001

Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Process, 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Alhaddi, H. (2015). Triple Bottom Line and Sustainability: A Literature Review. Business and Management Studies, 1(2), 6. https://doi.org/10.11114/bms.v1i2.752

Anjaka, R. G. (2022). The Effect of Attitude, Subjective Norm, Perceived Behaviour Control on Intention to Reduce Food Waste And Food Waste Behaviour.

APJII. (2023). Survei Penetrasi & Perilaku Internet 2023.

BPS. (2020). Jumlah dan Distribusi Penduduk. BPS.

Chakraborty, S., & Sadachar, A. (2023). Can a connection with the indigenous cultural values encourage sustainable apparel consumption? Journal of Fashion Marketing and Management, 27(1), 80–99. https://doi.org/10.1108/JFMM-07-2021-0191

Conner, M., & Armitage, C. J. (1988). Extending the Theory of Planned Behavior: A Review and Avenues for Further Research. Journal of Applied Social Psychology, 28(15), 1429–1464. https://doi.org/doi.org/10.1111/j.1559-1816.1998.tb01685.x

Elshaer, I., Sobaih, A. E. E., Alyahya, M., & Abu Elnasr, A. (2021). The impact of religiosity and food consumption culture on food waste intention in Saudi Arabia. Sustainability (Switzerland), 13(11). https://doi.org/10.3390/su13116473

Filimonau, V., Mika, M., Kubal-Czerwińska, M., Zajadacz, A., & Durydiwka, M. (2022). Religious values and family upbringing as antecedents of food waste avoidance. Global Environmental Change, 75. https://doi.org/10.1016/j.gloenvcha.2022.102547

Food and Agriculture Organization (FAO). (2023). Hunger and food insecurity. FAO.

Graham-Rowe, E., Jessop, D. C., & Sparks, P. (2015). Predicting household food waste reduction using an extended theory of planned behaviour. Resources, Conservation and Recycling, 101, 194–202. https://doi.org/10.1016/j.resconrec.2015.05.020

Hair, J., Hult, G., Ringle, C., et al. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). 2nd Edition, Sage Publications, Thousand Oaks.

Hair, J. F., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Third Edition.

Henning, G. (1986). Quantitative Methods in Language Acquisition Research. In TESOL QUARTERLY (Vol. 20, Issue 4).

Imtiyaz, H., Soni, P., & Yukongdi, V. (2021). Investigating the role of psychological, social, religious and ethical determinants on consumers’ purchase intention and consumption of convenience food. Foods, 10(2). https://doi.org/10.3390/foods10020237

Iriyadi, Setiawan, B., & Puspitasari, R. (2023). Consumer intentions to reduce food waste in all-you-can-eat restaurants based on personal norm activation. Heliyon, 9(2). https://doi.org/10.1016/j.heliyon.2023.e13399

Joshi, A., Kale, S., Chandel, S., & Pal, D. (2015). Likert Scale: Explored and Explained. British Journal of Applied Science & Technology, 7(4), 396–403. https://doi.org/10.9734/bjast/2015/14975

KLHK, Kementrian Lingkungan Hidup dan Kehutanan (2021).

Mishra, P., Singh, N., Shrama, C., & Pathak, A. K. (2020). Landfill Emissions and Their Impact on the Environment. International Journal of Engineering Research & Technology (IJERT), 9(8). www.ijert.org

Ramli, N., Sharif, S. A. M., Bahari, N. S. M. S., Nawawi, W. N. W., & Kamal, M. H. M. (2023). Determining Factors Affecting Intention of Food Waste Recycling in Malaysia. International Journal of Business and Technology Management, 5, 96–107. https://doi.org/10.55057/ijbtm.2023.5.s1.9

Schrank, J., Hanchai, A., Thongsalab, S., Sawaddee, N., Chanrattanagorn, K., & Ketkaew, C. (2023). Factors of Food Waste Reduction Underlying the Extended Theory of Planned Behavior: A Study of Consumer Behavior towards the Intention to Reduce Food Waste. Resources, 12(8). https://doi.org/10.3390/resources12080093

Seberini, A. (2020). Economic, social and environmental world impacts of food waste on society and Zero waste as a global approach to their elimination. SHS Web of Conferences, 74, 03010. https://doi.org/10.1051/shsconf/20207403010

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach.

Sia Niha, S., Lopes Amaral, M. A., & Tisu, R. (2022). Factors Influencing Behavior to Reducing Household Food Waste in Indonesia. KINERJA, 26(1), 125–136. https://doi.org/10.24002/kinerja.v26i1.5493

Soorani, F., & Ahmadvand, M. (2019). Determinants of consumers’ food management behavior: Applying and extending the theory of planned behavior. Waste Management, 98, 151–159. https://doi.org/10.1016/j.wasman.2019.08.025

Suratri, M. A. L., Putro, G., Rachmat, B., Nurhayati, Ristrini, Pracoyo, N. E., Yulianto, A., Suryatma, A., Samsudin, M., and Raharni. (2023). Risk Factors for Stunting among Children under Five Years in the Province East Nusa Tenggara (NTT), Indonesia. International Journal of Environmental Research and Public Health, 20, 1640. https://doi.org/10.3390/ijerph20021640

United Nations. (2023). Ensure sustainable consumption and production patterns. United Nasions.

Visschers, V. H. M., Wickli, N., & Siegrist, M. (2016). Sorting out food waste behaviour: A survey on the motivators and barriers of self-reported amounts of food waste in households. Journal of Environmental Psychology, 45, 66–78. https://doi.org/10.1016/j.jenvp.2015.11.007

Wajon, E., Richter, J., & Dahl, M. (2019). Students’ Intention to Reduce Food Waste An approach with an extended version of the Theory of Planned Behavior. https://www.diva-portal.org/smash/record.jsf?pid=diva2:1335458

Wong, K., Seng, K., Rozana, N., Masdek, N., Sharifuddin, J., Teng, P. K., Li, W. W., & Song, L. K. (2021). Assessing Urban Households’ Intention to Reduce Food Waste. In MALAYSIAN JOURNAL OF CONSUMER AND FAMILY ECONOMICS (Vol. 27).

Zong, Z., Liu, X., & Gao, H. (2023). Exploring the mechanism of consumer purchase intention in a traditional culture based on the theory of planned behavior. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1110191