Menuju Nol Limbah: Eksplorasi Motif Pilihan Makanan dan Dampaknya terhadap Minimisasi Sisa Makanan oleh Konsumen Restoran
Abstract
Research aim: The study aims to examine the effect of food choice motives on consumers’ intention to avoid food waste in casual restaurants.
Methods: This current study utilizes a quantitative approach with a Structural Equation Model (SEM) and through the perspective of planned behavior theory.
Research Finding: It is found that 4 food choice motives have a positive and significant influence on consumers’ intention to avoid food waste in casual restaurants.
Theoretical contribution/Originality: It is the first study in Indonesia examining the influence of food choice motives on consumers’ intention to avoid food waste in the casual restaurant (rumah makan) setting
Practitioner/Policy implication: This research offers managerial implications that can be utilised by restaurants to develop environmentally friendly programs.
Research limitation : It needs to include the context of online food delivery apps that facilitate consumers to buy food at restaurants and consume it at home.
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