The Role Of Attitudes, Subjective Norms, And Perceived Behavioral Control Towards The Intention Of Food Waste Behavior In Generation Z

Feb 27, 2025 by ADMIN 135 views

The Role of Attitudes, Subjective Norms, and Perceived Behavioral Control Towards the Intention of Food Waste Behavior in Generation Z

Introduction

Food waste is a pressing issue in modern society, with far-reaching consequences for the environment, economy, and social welfare. Generation Z, born between 1997 and 2012, is particularly vulnerable to this problem, given their growing awareness of environmental issues and their increasing influence on consumer behavior. This study aims to investigate the role of attitudes, subjective norms, and perceived behavioral control in shaping the intention of food waste behavior among Generation Z.

Background

Food waste is a complex issue, influenced by a range of factors, including individual attitudes, social norms, and perceived behavioral control. Attitudes refer to an individual's positive or negative evaluation of a behavior, while subjective norms reflect the perceived social pressure to engage in a behavior. Perceived behavioral control, on the other hand, refers to an individual's belief in their ability to perform a behavior. Understanding the interplay between these factors is crucial for developing effective strategies to reduce food waste.

Methodology

This study employed a quantitative approach, using multiple regression analysis to examine the relationship between attitudes, subjective norms, perceived behavioral control, and the intention of food waste behavior among 120 respondents from Medan City. The study used a range of measuring devices, including the scale of food waste behavior intention, attitude scale, subjective norm scale, and perceived behavioral control scale.

Research Findings

The results of this study revealed several important findings:

Attitude: Contrary to expectations, attitude did not have a significant role in the intention to waste food. This suggests that individual attitudes may not always translate into behavior, and that other factors, such as habits or situational factors, may play a more significant role.
Subjective Norms: Subjective norms emerged as a significant predictor of food waste behavior intention. This suggests that social pressure from friends, family, and community members can play a crucial role in shaping individual behavior.
Perceived Behavioral Control: Perceived behavioral control also played a significant role in shaping food waste behavior intention. This suggests that individuals' beliefs about their ability to manage food and refrain from waste can have a significant impact on their intentions.
Overall Contribution: The three independent variables (attitudes, subjective norms, and perceived behavioral control) contributed significantly to explaining the intentions of food waste behavior, with an R² value of 0.362 indicating that 36.2% of the dependent variable can be explained by these factors.

Additional Analysis and Explanation

The finding that attitude did not play a significant role in the intention to waste food may be attributed to the complexity of human behavior, which is often influenced by a range of factors, including habits, situational factors, and social norms. For example, an individual may believe that throwing food is not good, but in practice, they may still do it due to habits or other situational factors.

Subjective norms, on the other hand, function as a bridge between personal beliefs and behavior. When friends or family members encourage good food management, individuals tend to follow these norms. Therefore, social intervention involving the community can be an effective strategy in reducing food waste behavior among the Z generation.

Perceived behavioral control reflects how individuals see and assess their ability to control their behavior. In this context, education and access to information about proper food management can play an important role. To increase positive intentions on food management, it is essential for educators and policymakers to increase the knowledge and skills of Generation Z in managing food.

Conclusion

This study provides valuable insights into the factors that influence the intention of food waste behavior in Generation Z. The findings suggest that subjective norms and perceived behavioral control play a significant role in shaping individual behavior, while attitude does not have a significant impact. Collaboration between individuals, families, and communities is necessary to create an environment that supports better food management. By understanding the role of attitudes, subjective norms, and perceived behavioral control, we can design more effective strategies to reduce food waste, which in turn will contribute to environmental sustainability and social welfare.

Recommendations

Based on the findings of this study, the following recommendations are made:

Social Intervention: Social intervention involving the community can be an effective strategy in reducing food waste behavior among the Z generation.
Education and Awareness: Educators and policymakers should increase the knowledge and skills of Generation Z in managing food, focusing on education and awareness-raising campaigns.
Community Engagement: Community engagement and participation in food management initiatives can help to create a culture of sustainability and reduce food waste.
Policy Development: Policymakers should develop policies and regulations that promote sustainable food management practices and reduce food waste.

By implementing these recommendations, we can work towards reducing food waste and promoting a more sustainable food system for future generations.
Frequently Asked Questions: The Role of Attitudes, Subjective Norms, and Perceived Behavioral Control Towards the Intention of Food Waste Behavior in Generation Z

Q&A

Q: What is the main focus of this study? A: The main focus of this study is to investigate the role of attitudes, subjective norms, and perceived behavioral control in shaping the intention of food waste behavior among Generation Z.

Q: What are the key findings of this study? A: The key findings of this study are that subjective norms and perceived behavioral control play a significant role in shaping individual behavior, while attitude does not have a significant impact. Additionally, the study found that 36.2% of the dependent variable (food waste behavior intention) can be explained by the three independent variables (attitudes, subjective norms, and perceived behavioral control).

Q: What is the significance of this study? A: This study provides valuable insights into the factors that influence the intention of food waste behavior in Generation Z, which can inform the development of effective strategies to reduce food waste.

Q: What are the implications of this study for policymakers and educators? A: The findings of this study suggest that policymakers and educators should focus on increasing the knowledge and skills of Generation Z in managing food, as well as promoting social norms and perceived behavioral control that support sustainable food management practices.

Q: What are some potential strategies for reducing food waste among Generation Z? A: Some potential strategies for reducing food waste among Generation Z include:

Social intervention involving the community
Education and awareness-raising campaigns
Community engagement and participation in food management initiatives
Policy development and regulation of sustainable food management practices

Q: How can individuals contribute to reducing food waste? A: Individuals can contribute to reducing food waste by:

Planning meals and making a grocery list to avoid buying too much food
Storing food properly to extend its shelf life
Using up leftovers and reducing food waste
Supporting organizations and initiatives that promote sustainable food management practices

Q: What are some potential limitations of this study? A: Some potential limitations of this study include:

The study's sample size and population may not be representative of the broader Generation Z population
The study's measures of attitudes, subjective norms, and perceived behavioral control may not be comprehensive or accurate
The study's findings may not be generalizable to other populations or contexts

Additional Resources

For more information on food waste and sustainable food management practices, please visit the following resources:

Conclusion

This Q&A article provides a summary of the key findings and implications of the study on the role of attitudes, subjective norms, and perceived behavioral control towards the intention of food waste behavior in Generation Z. The study's findings suggest that subjective norms and perceived behavioral control play a significant role in shaping individual behavior, while attitude does not have a significant impact. By understanding these factors, policymakers, educators, and individuals can work together to develop effective strategies to reduce food waste and promote sustainable food management practices.