BEHAVIOR MODEL DEVELOPMENT TO REDUCE FOOD WASTE THROUGH PERSUASIVE MESSAGE FOR HOTEL PATRA BANDUNG CUSTOMERS

• Main Author: Shafira, Fleichia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/87506
• Institution: Institut Teknologi Bandung

Food waste constitutes the largest proportion of waste in Bandung, accounting for 44,52% of the total waste generated. This issue arises due to Bandung City's inability to meet the target performance indicators for waste reduction and the fire incident at the Sarimukti landfill, which has limited waste disposal capacity. Based on empirical data and literature, food waste has been identified as one of the largest contributors to waste in Bandung, particularly within the domestic sector. Therefore, public awareness and behavioral changes are required to reduce food waste generation. Behavior change, often triggered by stimuli in the form of persuasive messages, is critical in addressing this issue. However, hotel buffets, which typically attract individual customers, often involve social contexts where collective behaviors emerge. This necessitates an exploration of the relationship between social groups and individual behaviors in reducing food waste.This study explores the role of persuasive messages in influencing food waste behavior and identifies the drivers of food waste reduction among hotel guests in Bandung, with a particular focus on buffet dining settings. By integrating Social Identity Theory (SIT) into the Theory of Planned Behavior (TPB), this research examines the impact of social influences on food waste behavior. This study is divided into three stages. The first stage involves designing persuasive messages to be used, through a manipulation check comparing selected and unselected persuasive features. The second stage includes model analysis on two groups of respondents: those who were given a stimulus and those who were not. The study incorporates seven constructs and four sub-constructs, with a total of 154 hotel guests in Bandung as respondents. The model was developed using PLS-SEM with the SmartPLS software. The third stage involves a model comparison to evaluate the impact of persuasive messages on the drivers of food waste reduction behavior. The results from the PLS-MGA analysis indicate significant differences between the two respondent groups across three examined relationships: perceived behavioral control (PBC) on attitude (AT) and intention to reduce food waste (IRFW), as well as past behavior (PB) on intention to reduce food waste (IRFW). Additionally, the PLS-SEM results reveal that past behavior (PB) is the primary predictor of intention when no stimulus is present, whereas perceived behavioral control (PBC) emerges as the most significant predictor when individuals are exposed to stimuli. This finding is further confirmed by correlation tests, which demonstrate that stimuli can trigger perceived behavioral control (PBC) among respondents. These findings underscore the critical role of perceived behavioral control in v shaping individuals' intentions to reduce food waste, thereby offering practical implications for designing targeted interventions to promote sustainable practices.