Faktor Yang Memengaruhi Intensi Generasi Z Muslim Dalam Mengurangi Food Waste Pada Bulan Ramadan

Abstract

Limbah makanan di DKI Jakarta mencapai 49,87 persen dan cenderung meningkat pada Ramadan akibat perilaku konsumtif yang bertentangan dengan nilai-nilai Islam. Penelitian ini bertujuan untuk mengidentifikasi karakteristik generasi Z Muslim dalam mengurangi food waste dan menganalisis faktor yang memengaruhi intensi generasi Z Muslim dalam mengurangi food waste pada bulan Ramadan. Metode analisis yang digunakan adalah analisis deskriptif dan Structural Equation Modelling-Partial Least Square (SEM-PLS). Penelitian ini menggunakan data primer dari 258 responden generasi Z Muslim di DKI Jakarta. Hasil penelitian menunjukkan bahwa variabel attitude toward behavior, subjective norms, perceived behavioral control, religiusitas, dan planning routine berpengaruh signifikan terhadap intention to reduce food waste. Sementara itu, variabel pola konsumsi Ramadan dan food taste tidak berpengaruh signifikan terhadap intention to reduce food waste.

Food waste in DKI Jakarta reaches 49.87 percent and tends to increase during Ramadan due to consumptive behavior that contradicts Islamic values. This study aims to identify the characteristics of Muslim Generation Z in reducing food waste and analyze the factors influencing their intention to reduce food waste during Ramadan. The analytical methods used are descriptive analysis and Structural Equation Modeling-Partial Least Squares (SEM-PLS). This study utilizes primary data from 258 Muslim Generation Z respondents in Jakarta. The results of the study indicate that the variables attitude toward behavior, subjective norms, perceived behavioral control, religiosity, and planning routine significantly influence the intention to reduce food waste. Meanwhile, the variables Ramadan consumption patterns and food taste do not significantly influence the intention to reduce food waste.