Analisis Food Wasting Behavior Pada Generasi Z Muslim Pengguna Online food delivery

Abstract

Sampah makanan mengalami peningkatan terus menerus setiap tahunnya. Dampak sampah makanan juga dapat memberikan pengaruh buruk bagi perekonomian suatu negara. Sampah makanan di Indonesia meningkat setiap tahunnya. Pada tahun 2022 sampah makanan di Indonesia mencapai 41,4 persen dari keseluruhan komposisi sampah nasional. Peningkatan sampah makanan diikuti dengan adanya perkembangan teknologi yang memengaruhi pola konsumsi masyarakat salah satunya dengan adanya layanan online food delivery. Layanan ini dinilai memiliki pengaruh terhadap peningkatan sampah makanan di Indonesia. Penelitian ini bertujuan menganalisis perilaku food wasting pada pengguna online food delivery generasi Z Muslim di Jawa Barat dengan pendekatan Theory of Planned Behavior (TPB). Penelitian ini menggunakan data primer dari 180 responden. Metode pengolahan data menggunakan analisis Structural Equation Modelling- Partial Least Square (SEM-PLS) dengan hasil yang didapatkan adalah terdapat hubungan positif signifikan antara variabel attitude dan perceived behavior control dengan intention. Variabel subjective norms tidak berpengaruh terhadap intention. Terdapat hubungan positif signifikan antara promotion dengan online food delivery dan perceived behavior control dengan food wasting behavior. Sedangkan variabel intention dan online food delivery tidak berpengaruh terhadap food wasting behavior.

Food waste has increased continuously every year. The impact of food waste can also have a negative impact on a country's economy. Food waste in Indonesia increases every year. In 2022 food waste in Indonesia will reach 41,4 percent of the total composition of national waste. The increase in food waste is followed by technological developments that affect people's consumption patterns, one of which is the existence of online food delivery services. This service is considered to have an influence on increasing food waste in Indonesia. This study aims to analyze food wasting behavior among Z-generation Muslim online food delivery users in West Java using the Theory of Planned Behavior (TPB) approach. This study uses primary data from 180 respondents. The data processing method uses Structural Equation Modeling- Partial Least Square (SEM-PLS) analysis with the results obtained that there is a significant positive relationship between the attitude variable and perceived behavior control with intention. The subjective norms variable has no effect on intention. There is a significant positive relationship between promotion and online food delivery and perceived behavior control with food wasting behavior. Meanwhile, the variable intention and online food delivery have no effect on food wasting behavior.