A STUDY ON TOURIST BEHAVIOR IN THE CITY OF BANDUNG REGARDINF THE INTENTION TO REDUCE FOOD WASTE

• Main Author: Ar. Hermawanti, Artin
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80121
• Institution: Institut Teknologi Bandung

This study investigates the factors influencing tourists' intentions to reduce food waste in the city of Bandung. Employing the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, we identified key constructs such as Attitude (AT), Perceived Behavior Control (PBC), Subjective Norm (SN), Waste- Preventing Behavior (WPB), Perceived Ascription of Responsibility (PAR), Moral Norm (MN), Environmental Concern (EC), and Marketing Addiction (MA) as significant factors shaping intentions to reduce food waste. The research findings indicate that tourists' moral values, attitudes toward food waste reduction, perceived behavioral control, social norms, and waste-preventing behaviors significantly influence their intentions to reduce food waste. The managerial implications of these findings provide guidance for stakeholders in the tourism sector of Bandung to design more effective policies and programs in raising awareness and engaging the community on the issue of food waste reduction. Furthermore, this study suggests avenues for future research, including exploring more specific moral factors, analyzing variable interactions, and implementing more effective communication strategies. In-depth investigation into contextual contexts and stakeholder involvement could be the focus of future research. Thus, this research not only provides profound insights into the factors affecting tourists' intentions to reduce food waste but also contributes to the development of sustainable policies in tourist destinations.