Influence Sustainable Consumption Campaigns on Intention to Perform Food Waste Reduction Behavior of Young Consumers in Yogyakarta

Abstract

Food waste was the biggest contributor of waste amount 40,8% in Indonesia, according to Sistem Informasi Pengelolaan Sampah Nasional. Food waste also has a significant impact on the environment due to its greenhouse gas emissions. However, food waste is still uncommon in public discourse. Gifood is the social community established to begin action on food waste and sustainable consumption campaigns, especially for young consumers in Yogyakarta. The research employed the Theory of Planned Behavior as a theoretical framework, and used a quantitative method to gather data a year (2019)(2020). 135 Gifood's social media followers were randomly selected as study samples. By using simple regression analysis, this research found that sustainable consumption messages had a statistically significant effect on attitude (t value 3,871 > t table 1,656, p 0,00 < 0,05), subjective norm (t value 4,247 > t table 1,656, p 0,00 < 0,05), and perceived control (t value 9,098 > t table 1,656, p 0,00 < 0,05). The results also showed that using a multiple regression analysis, the subjective norm and perceived control variables can explain 59.6% of the variation in the intention variable. The subjective norm had most influence (β = 0,443) and followed by perceived control (β = 0,315). While attitude had not statistically significant. The study suggests that in order to promote sustainable consumption more effectively, factors such as normative beliefs, motivation to comply with others' opinions, and perceived control should be taken into consideration.

Food waste warriors: Indonesian communities engage through workshops and social media education

“…Question and answer or discussion are utilized in collecting the participants' understanding level of the presented material [36] and teenagers' food waste management awareness [37]. In the measuring of sustainable consumption messages towards attitude, subject norm, and perceived control as well as the significance of attitude toward intention uses a questionnaire with scales [38]. This questionnaire scales range from 1 means strongly disagree to 5 means strongly agree and it adopts the previous research questionnaire.…”

“…This questionnaire scales range from 1 means strongly disagree to 5 means strongly agree and it adopts the previous research questionnaire. Then, this data is analyzed with simple and multiple regression analysis [38]. A questionnaire was also used for collecting how participants understand food waste management over a webinar [39], knowing their knowledge regarding food waste campaigns [40], and community interest in food waste reduced applications [41].…”

“…The significance of sustainable consumption messages towards attitude, subject norm, and perceived control as well as the significance of attitude toward intention A questionnaire with scales [38] 5.…”