Pengaruh Norma, Kepedulian Lingkungan, dan Awareness Campaign terhadap Niat Membawa Pulang Sisa Makanan

Abstract

Food waste masih menjadi salah satu tantangan global yang berdampak terhadap lingkungan, sosial, dan ekonomi. Salah satu sumber food waste adalah sisa makanan di restoran yang tidak dibawa pulang oleh pelanggan. Perilaku membawa sisa makanan merupakan strategi yang dapat mendukung pengurangan food waste, namun praktik ini belum sepenuhnya menjadi kebiasaan masyarakat. Penelitian ini bertujuan untuk menganalisis pengaruh norma, kepedulian lingkungan, awareness campaign, facilitator, dan inhibitor terhadap niat membawa sisa makanan dengan mengintegrasikan model Stimulus-Organism-Response (SOR), Theory of Planned Behavior (TPB), dan Behavioral Reasoning Theory (BRT). Penelitian ini menggunakan desain cross-sectional kepada 208 contoh yang dipilih secara voluntary sampling dengan kriteria pernah menyisakan makanan di restoran serta terpapar kampanye pencegahan food waste. Pengumpulan data dilakukan melalui survei daring, kemudian dilakukan analisis deskriptif, uji korelasi, dan SEM dengan bantuan aplikasi SPSS 25 dan SmartPLS. Hasil uji korelasi menunjukkan terdapat hubungan antara jenis kelamin dengan niat membawa sisa makanan. Hasil uji SEM menunjukkan bahwa norma, awareness campaign, dan facilitator berpengaruh positif signifikan terhadap niat membawa pulang sisa makanan. Sementara itu, kepedulian lingkungan dan inhibitor berpengaruh negatif signifikan dengan niat membawa pulang sisa makanan. Berdasarkan hasil tersebut, disarankan untuk memperkuat norma, meningkatkan kesadaran lingkungan, serta mengoptimalkan kampanye pencegahan food waste.

Food waste continues to pose a global challenge with serious environmental, social, and economic implications. Restaurant food leftovers that customers fail to take home represent a considerable source of food waste. While taking home leftover food serves as an effective strategy for reducing food waste, this practice has yet to become commonplace among consumers. This study aims to analyze the influence of norms, environmental concern, awareness campaigns, facilitators, and inhibitors on the intention to bring home leftovers by integrating the Stimulus-Organism-Response (SOR) model, Theory of Planned Behavior (TPB), and Behavioral Reasoning Theory (BRT). A cross-sectional design was employed with 208 samples selected through voluntary sampling, with inclusion criteria requiring previous experience of leaving food uneaten in restaurants and exposure to food waste prevention campaigns. Data were collected via online surveys and analyzed using descriptive statistics, correlation tests, and Structural Equation Modeling (SEM) through SPSS 25 and SmartPLS. Correlation analysis revealed a significant relationship between gender and intention to take away leftovers. SEM results demonstrated that norms, awareness campaigns, and facilitators showed significant positive effects on take away intentions. Conversely, environmental concern and inhibitor showed significant negative effects on take away intentions. These findings suggest the need to strengthen norms, enhance environmental consciousness, and optimize food waste prevention campaign strategies.