Determinants of Household Intention to Reduce Food Waste in the Jabodetabek Region

Abstract

This research aims to determine the influence of Environmental Awareness, Social Media Usage, Economic Concern, and Impulsive Buying on the Intention to Reduce Food Waste in households in Jabodetabek. The sampling technique used was purposive non-probability sampling. An online survey was conducted with 280 female respondents who prepare their own food at home. The research data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). There were 9 hypotheses in this study, 4 of which were proven while the others were not. The results of the study showed a direct influence of Environmental Awareness, Social Media Usage, and Attitude towards Food Waste on the Intention to Reduce Food Waste, whereas Economic Concern and Impulsive Buying did not have a direct influence on the Intention to Reduce Food Waste. These findings have several important implications for policymakers and all stakeholders, especially for marketers, including advertising strategies, policies to mitigate the impact of food waste, and the development of educational programs related to food waste, particularly at the household consumer level.