Understanding Intention of Generation Z in Indonesia to Reduce Food Waste: Integrating the Theory of Reasoned Action and Connection with Traditional Values Yogi Fahreza Alfianto
Universitas Mercu Buana
Abstract
Food waste has emerged as a pressing global challenge, including in Indonesia, causing numerous managerial problems such as economic difficulties, global hunger, and environmental concerns. This research investigates the factors that influence intention of Generation Z to reduce food waste in Indonesia. Utilizing the Theory of Reasoned Action (TRA), which includes attitudes and subjective norms, the study also incorporates the connection with traditional values to better understand the intention of Generation Z in Indonesia regarding food waste reduction. The research employs a quantitative methodology, distributing 200 questionnaires to collect responses from Generation Z in Indonesia. A correlational study approach is used, allowing the research to be conducted in a natural setting with minimal interference from the researcher in the normal flow of events. This study aims to raise awareness about the benefits of reducing food waste, such as improved resource and energy efficiency, lower greenhouse gas emissions, and reduce land used for agriculture, which directly impacts climate change. Consequently, this research not only addresses critical environmental issues but also offers a model for sustainable and responsible consumption practices.
Keywords: Generation Z, Food Waste, Intention, Theory of Reasoned Action, Attitude, Subjective Norm, Traditional Values
