Analysis Of Behavioral Determinants Preventing Food Waste in Consumers Based on the Theory Of Planned Behavior (TPB) Mediated By Behavior Intention

Abstract

The hospitality industry is one of the largest sources of food waste, accounting for 17% of total food waste and more than two-thirds of avoidable food waste. Due to an increase in the trend of eating out driven by increased incomes and tourism, food waste in hospitality services is affecting the world. It has a significant impact on developed and developing countries. This is a major challenge for the hospitality industry. Using survey data from 230 respondents, researchers processed the data to analyse the influence between variables using the Structural Equation Modeling (SEM) AMOS application. The results showed that Subjective Norm (SN), Perceived Behavior Control (PBC), and Moral Norm (MN) had a significant positive effect on Behavior Intention (BI). Behavior Intention (BI) also has a significant positive effect on Food Waste Behavior (FW). In addition, subjective Norms (SN), perceived behaviour control (PBC), and moral norms (MN) also have a significant positive effect on food waste behaviour (FW). The Behavior Intention (BI) variable can mediate the influence between the Perceived Behavior Control (PBC) and Moral Norm (MN) variables with the Food Waste Behavior (FW) variable. While Attitude Towards Behavior (ATT) does not have a significant effect on Behavior Intention (BI) and Food Waste Behavior (FW). In addition, Behavior Intention (BI) cannot mediate the influence between Attitude Towards Behavior (ATT) and Subject Norm (SN) variables on Food Waste Behavior (FW).