Food delivery platform and food waste: Deciphering the role of promotions, knowledge, and subjective norms among Indonesian generation Z
With the popularity of food delivery applications in Indonesia, there is a need to promote responsible consumption habits, specifically in mitigating food waste. This study examined the influence of promotion, knowledge, and subjective norms on sustainable food waste behaviour among Generation Z ind...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2023-12-01
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| Series: | Cleaner and Responsible Consumption |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666784323000530 |
| _version_ | 1797386789209505792 |
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| author | Kristia Kristia Sándor Kovács Erdey László |
| author_facet | Kristia Kristia Sándor Kovács Erdey László |
| author_sort | Kristia Kristia |
| collection | DOAJ |
| description | With the popularity of food delivery applications in Indonesia, there is a need to promote responsible consumption habits, specifically in mitigating food waste. This study examined the influence of promotion, knowledge, and subjective norms on sustainable food waste behaviour among Generation Z individuals in Indonesia. The study involved an online survey of 561 Generation Z users of meal delivery platforms, with data analysis conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SMART-PLS 4 software. The study contradicted that promotion and knowledge directly affect food waste reduction behaviour. Promotion can positively impact responsible food waste behaviour when mediated by price consciousness and perceived behavioural control. Knowledge requires attitude and perceived behavioural control to influence responsible food-wasting. It became apparent that subjective norms directly affected responsible food waste and were mediated by attitude. The antecedent variables examined in this study explained a 63.7% variance of sustainable behaviour towards food waste, indicating moderate explanatory power. Promotion conducted by food delivery service applications, accompanied by information and practical strategies to enhance consumers' perceived behavioural control, can increase the likelihood of sustainable food waste behaviour among Generation Z consumers, particularly price-conscious consumers. To foster positive attitudes and subjective norms towards sustainable food waste behaviour, policymakers can incentivize academic institutions, culinary businesses, and influencers to promote food waste reduction. |
| first_indexed | 2024-03-08T22:14:26Z |
| format | Article |
| id | doaj.art-9c26c9f08f2f4990b859d3134a8ba909 |
| institution | Directory Open Access Journal |
| issn | 2666-7843 |
| language | English |
| last_indexed | 2024-03-08T22:14:26Z |
| publishDate | 2023-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Cleaner and Responsible Consumption |
| spelling | doaj.art-9c26c9f08f2f4990b859d3134a8ba9092023-12-19T04:17:33ZengElsevierCleaner and Responsible Consumption2666-78432023-12-0111100152Food delivery platform and food waste: Deciphering the role of promotions, knowledge, and subjective norms among Indonesian generation ZKristia Kristia0Sándor Kovács1Erdey László2Károly Ihrig Doctoral School of Management and Business, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary; Management Study Program, Faculty of Economics, Sanata Dharma University, Yogyakarta 55281, IndonesiaCoordination Center for Research in Social Sciences, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary; Corresponding author.Institute of Economics and World Economy, Faculty of Economics and Business, University of Debrecen, 4032 Debrecen, Hungary; Institute for European Research, Faculty of European Studies, Babes-Bolyai University of Cluj-Napoca, 400009, Cluj-Napoca, RomaniaWith the popularity of food delivery applications in Indonesia, there is a need to promote responsible consumption habits, specifically in mitigating food waste. This study examined the influence of promotion, knowledge, and subjective norms on sustainable food waste behaviour among Generation Z individuals in Indonesia. The study involved an online survey of 561 Generation Z users of meal delivery platforms, with data analysis conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SMART-PLS 4 software. The study contradicted that promotion and knowledge directly affect food waste reduction behaviour. Promotion can positively impact responsible food waste behaviour when mediated by price consciousness and perceived behavioural control. Knowledge requires attitude and perceived behavioural control to influence responsible food-wasting. It became apparent that subjective norms directly affected responsible food waste and were mediated by attitude. The antecedent variables examined in this study explained a 63.7% variance of sustainable behaviour towards food waste, indicating moderate explanatory power. Promotion conducted by food delivery service applications, accompanied by information and practical strategies to enhance consumers' perceived behavioural control, can increase the likelihood of sustainable food waste behaviour among Generation Z consumers, particularly price-conscious consumers. To foster positive attitudes and subjective norms towards sustainable food waste behaviour, policymakers can incentivize academic institutions, culinary businesses, and influencers to promote food waste reduction.http://www.sciencedirect.com/science/article/pii/S2666784323000530Food wasteFood delivery platformGeneration ZSustainable food waste behaviour |
| spellingShingle | Kristia Kristia Sándor Kovács Erdey László Food delivery platform and food waste: Deciphering the role of promotions, knowledge, and subjective norms among Indonesian generation Z Cleaner and Responsible Consumption Food waste Food delivery platform Generation Z Sustainable food waste behaviour |
| title | Food delivery platform and food waste: Deciphering the role of promotions, knowledge, and subjective norms among Indonesian generation Z |
| title_full | Food delivery platform and food waste: Deciphering the role of promotions, knowledge, and subjective norms among Indonesian generation Z |
| title_fullStr | Food delivery platform and food waste: Deciphering the role of promotions, knowledge, and subjective norms among Indonesian generation Z |
| title_full_unstemmed | Food delivery platform and food waste: Deciphering the role of promotions, knowledge, and subjective norms among Indonesian generation Z |
| title_short | Food delivery platform and food waste: Deciphering the role of promotions, knowledge, and subjective norms among Indonesian generation Z |
| title_sort | food delivery platform and food waste deciphering the role of promotions knowledge and subjective norms among indonesian generation z |
| topic | Food waste Food delivery platform Generation Z Sustainable food waste behaviour |
| url | http://www.sciencedirect.com/science/article/pii/S2666784323000530 |
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