Proceedings of the 2nd International Conference of Multidisciplinary Studies, ICMS 2023, 12 July 2023, Semarang, Indonesia

Research Article

Order and Finish It!: Understanding the Consumers’ Food Waste Prevention Behaviour in Casual Restaurant

Download67 downloads
  • @INPROCEEDINGS{10.4108/eai.12-7-2023.2340936,
        author={Rahmat  Syarif and Jannatul Adnin M and Widya  Astuti},
        title={Order and Finish It!: Understanding the Consumers’ Food Waste Prevention Behaviour in Casual Restaurant},
        proceedings={Proceedings of the 2nd International Conference of Multidisciplinary Studies, ICMS 2023, 12 July 2023, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={ICMS},
        year={2023},
        month={12},
        keywords={food waste sustainable tourism green restaurant},
        doi={10.4108/eai.12-7-2023.2340936}
    }
    
  • Rahmat Syarif
    Jannatul Adnin M
    Widya Astuti
    Year: 2023
    Order and Finish It!: Understanding the Consumers’ Food Waste Prevention Behaviour in Casual Restaurant
    ICMS
    EAI
    DOI: 10.4108/eai.12-7-2023.2340936
Rahmat Syarif1,*, Jannatul Adnin M1, Widya Astuti1
  • 1: Department of Retail Management, Institut Teknologi dan Bisnis Kalla, Makassar, Indonesia
*Contact email: rahmat.sy@kallainstitute.ac.id

Abstract

This study aims to investigate the food choice motives effect on casual restaurant consumers’ intent to not waste food and their actual behaviour on food waste avoidance through the lens of Theory of Planned Behaviour (TPB). 587 Indonesian casual restaurant consumers involve as the respondents which their data have been analysed through the SmartPLS Software. This current study finds that 1) the consumers’ food choices motives positively and significantly influence the consumers’ intent for not wasting food, 2) the consumers’ intent for not wasting food positively and significantly influences the consumers’ actual behaviour on food waste prevention and 3) the consumers’ intent to not waste food mediates the consumers’ food choice motives and consumers’ actual behaviour on food waste prevention. Not only suggesting valuable theoretical implications, but this research also provides managerial implications that will be useful for the casual restaurant in developing pro-environmental strategies.