Pengaruh Kolektivisme dan Perceived Consumer Effectiveness Terhadap Perilaku Food waste dengan Teori Reasoned Action Approach

Abstract

Teori reasoned action approach (RAA) merupakan model pengembangan dari teori planned behavior (TPB) yang telah terbukti dapat memprediksi intensi dan perilaku dengan baik. Perilaku food waste merujuk pada limbah makanan yang terbuang pada tahap konsumsi rumah tangga. Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis pengaruh pengetahuan green consumer, kolektivisme dan perceived consumer effectiveness terhadap intensi mengurangi perilaku food waste dengan model RAA. Penelitian ini menggunakan desain cross sectional study dengan metode self-administered kuesioner daring. Contoh dalam penelitian adalah anggota keluarga yang mengelola kebutuhan pangan rumah tangga yang didapatkan secara voluntary sampling sebanyak 216 orang. Data penelitian dianalisis menggunakan metode SEM dengan software Linear Structural Relationship (LISREL) 8.80. Hasil penelitian ini menunjukkan bahwa variabel pengetahuan green consumer, kolektivisme dan perceived consumer effectiveness berpengaruh nyata terhadap variabel sikap pada perilaku food waste. Terdapat pula pengaruh signifikan pada variabel sikap dan perceived norms, namun tidak ditemukan pengaruh variabel perceived behavioral control terhadap variabel intensi. Pada penelitian ini intensi mengurangi food waste tidak memiliki pengaruh terhadap perilaku food waste. Kata kunci: Food waste, intensi, kolektivisme, perceived consumer effectiveness, RAA.

This study predicts food waste behavior at the household level using the Reasoned Action Approach (RAA) theory, that was a development model of planned behavior theory (TPB) which has been proven to predict consumer behavior. Food waste behavior is defined as the behavior of dumping food waste at the household consumption stage. This study aims to identify and analyze knowledge, collectivism, and perceived consumer effectiveness of food waste behavior using the RAA theory. This research using cross sectional study. Samples in this study are 216 family members who are responsible for managing household food needs, which are obtained by voluntary sampling using the self-administered method, which is distributed through the social media such as WhatsApp and Instagram. Data analysis was performed using SEM method using Linear Structural Relationship (LISREL) 8.80 software. The results of this study indicate that the knowledge, collectivism, and perceived consumer effectiveness variable has a positive effect on the knowledge variable. The variables in the RAA model, attitude and perceived norms, were found to have a positive effect on the intention variable, while the variable perceived behavioral control was found to have no effect on the intention variable. In addition, the variables of intention, motivation, and habits were found to have a negative effect on the variable food waste behavior.