INTENTIONS TO REDUCE FOOD WASTE IN YOGYAKARTA: THE INFLUENCE OF RESPONSIBILITY AWARENESS, NORMS, AND BEHAVIORAL CONTROL
Keywords:
food waste, intention, awareness, personal responsibility, social norms, perceived behavioral control
Abstract
This study examines household intentions to reduce food waste in the Special Region of Yogyakarta by testing the effects of awareness, personal responsibility, social norms, and perceived behavioral control within the TPB and NAM perspective. A cross sectional survey was administered to households in Yogyakarta using a structured questionnaire. Data were analyzed with descriptive statistics and multiple linear regression using SPSS to estimate both partial and simultaneous effects. Descriptive results indicate that intention to reduce food waste, awareness, personal responsibility, social norms, and perceived behavioral control are generally high, suggesting strong readiness for more sustainable food management practices. The regression model is significant with an F value of 53.266 and a p value below 0.001. The coefficient of determination is 0.448, meaning the four predictors explain 44.8 percent of the variance in intention. Each variable has a positive and significant partial effect with t values of 3.907 for awareness, 4.418 for responsibility, 4.048 for social norms, and 8.154 for perceived behavioral control. Perceived behavioral control is the most dominant predictor with a beta value of 0.390.
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References
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Mulasari, S. A., Husodo, A. H., & Muhadjir, N. (2016). Analisis situasi permasalahan sampah Kota Yogyakarta. Jurnal Kesehatan Masyarakat, 11(2), 187–194.
Nations, F. and A. O. of the U. (2014). Definitional framework of food loss. FAO.
Nations, F. and A. O. of the U. (2020). The State of Food and Agriculture 2020. Overcoming water challenges in agriculture. FAO. https://doi.org/10.4060/cb1447en
Nolan, J. M., Schultz, P. W., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2008). Normative social influence is underdetected. Personality and Social Psychology Bulletin, 34(7), 913–923.
Novitasari, R., Azzahra, F., & Prasetyo, A. (2024). Food waste behavior among Gen Z consumers: The role of attitudes, norms, and perceived control. Food Research, 8(2), 125–134. https://doi.org/10.26656/fr.2024.8(2).099
Nurhasanah, A., Herawati, H., & Rahmat, R. (2020). Persepsi Masyarakat terhadap Pengelolaan Sampah Rumah Tangga di Kota Bandung. Jurnal Pengabdian Kepada Masyarakat, 6(2), 89–98. https://doi.org/10.22146/jpkm.54296
Obuobi, B., Asante, F. A., & Owusu, G. (2023). Extended norm activation model for food waste behavior: The mediating role of personal norms. Environmental Science and Pollution Research, 30(18), 12345–12359. https://doi.org/10.1007/s11356-023-26345-7
Onwezen, M. C., Antonides, G., & Bartels, J. (2013). The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour. Journal of Economic Psychology, 39, 141–153.
Parfitt, J., Barthel, M., & Macnaughton, S. (2010). Food waste within food supply chains: quantification and potential for change to 2050. Philosophical Transactions of the Royal Society B: Biological Sciences, 365(1554), 3065–3081.
Quested, T. E., Marsh, E., Stunell, D., & Parry, A. D. (2013). Spaghetti soup: The complex world of food waste behaviours. Resources, Conservation and Recycling, 79, 43–51. https://doi.org/10.1016/j.resconrec.2013.04.011
Radde, J., Wagner, S., & Hoffmann, A. (2025). Norms, awareness, and control: A cross-national study on youth intentions to reduce food waste. Sustainable Production and Consumption, 45, 18–32. https://doi.org/10.1016/j.spc.2025.04.009
Schanes, K., Dobernig, K., & Gözet, B. (2018). Food waste matters-A systematic review of household food waste practices and their policy implications. Journal of Cleaner Production, 182, 978–991. https://doi.org/10.1016/j.jclepro.2018.02.030
Schwartz, S. H. (1977). Normative influences on altruism. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 10, pp. 221–279). Academic Press.
Setyaningrum, R., & Listyorini, S. (2021). Pendidikan lingkungan berbasis nilai moral untuk memperkuat tanggung jawab personal siswa sekolah dasar. Jurnal Pendidikan Dasar, 9(1), 23–35.
Steg, L., van den Berg, A. E., & de Groot, J. I. (2017). Environmental psychology: An introduction. John Wiley & Sons.
Wang, J., & Chen, Z. (2023). The impact of social and moral norms on food waste behavior in Thailand. Resources, Conservation and Recycling, 185, 106471. https://doi.org/10.1016/j.resconrec.2022.106471
Wang, Y., Li, S., Li, C., & Zhang, H. (2018). An empirical study of the factors influencing food waste in the hospitality industry. Journal of Sustainable Tourism, 26(8), 1435–1450.
Wastutiningsih, S. P., & Aulia, D. (2023). Influence sustainable consumption campaigns on intention to perform food waste reduction behavior of young consumers in Yogyakarta BT - Proceedings of the International Conference on Multidisciplinary Studies (ICOMSI 2022). https://doi.org/10.2991/978-2-38476-072-5_32
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929
Ajzen, I. (2002). Perceived Behavioral Control, Self-Efficacy, Locus of Control, and the Theory of Planned Behavior. Journal of Applied Social Psychology, 32(4), 665–683. https://doi.org/10.1111/j.1559-1816.2002.tb00236.x
Amir, F., Miru, A. S., & Sabara, E. (2025). Urban household behavior in Indonesia: Drivers of zero waste participation. http://arxiv.org
Anggrasari, H., Cahyasita, D., & Ridwan, M. (2023). Exploring the psychological determinants of household’s intention to reduce food waste: Insight from Yogyakarta Indonesia. Advances in Food Science, Sustainable Agriculture and Agroindustrial Engineering. https://afssaae.ub.ac.id/index.php/afssaae/article/view/13730
Bond, M., Meacham, T., Bhunnoo, R., & Benton, T. G. (2013). Food waste within global food systems. A Global Food Security report. http://www.foodsecurity.ac.uk
Chandra, S., Putri, A., & Rahayu, D. (2024). Awareness and responsibility of food waste behavior among college students in Indonesia. Journal of Environmental Management and Sustainability, 12(1), 55–68. https://doi.org/10.1016/j.jenvman.2024.101115
Chen, M. F., & Tung, P. J. (2014). Developing an extended theory of planned behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36, 221–230. https://doi.org/10.1016/j.ijhm.2013.09.006
Cialdini, R. B. (2007). Descriptive Social Norms as Underappreciated Sources of Social Control. Psychometrika, 72(2), 263–268.
Cialdini, R. B., Reno, R. R., & Kallgren, C. A. (1990). A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places. Journal of Personality and Social Psychology, 58(6), 1015.
Fami, H. S., Aramyan, L. H., Sijtsema, S. J., & al., et. (2019). Determinants of household food waste behavior in Tehran city: A structural model. Resources, Conservation and Recycling, 143, 154–166.
Fang, W. T., Chiang, Y. T., Ng, E., & Lo, J. C. (2019). Using the norm activation model to predict the pro-environmental behaviors of public servants at the central and local governments in Taiwan. Sustainability, 11(13), 3712.
Farahbida, Y., Hartono, M., & Mulasari, S. A. (2023). Peluang perilaku kemubaziran pangan pada tingkat rumah tangga di Daerah Istimewa Yogyakarta. AGRICA: Jurnal Agribisnis Sumatera Utara, 16(1), 118–132. https://doi.org/10.31289/agrica.v16i1.9977
Graham-Rowe, E., Jessop, D. C., & Sparks, P. (2015). Predicting household food waste reduction using an extended theory of planned behaviour. Resources, Conservation and Recycling, 101, 194–202. https://doi.org/10.1016/j.resconrec.2015.05.020
Han, H. (2014). The norm activation model and theory-broadening: Individuals’ decision-making on environmentally-friendly hotel choices. Journal of Hospitality & Tourism Research, 38(3), 362–381. https://doi.org/10.1177/1096348012467268
Indarti, Y., Khomsan, A., Martianto, D., & Ekayanti, I. (2025). Perceived behavioral control and habit as key factors in reducing plate waste practices. BIO Web of Conferences, 171, 3006. https://doi.org/10.1051/bioconf/202517103006
Iriyadi, T., Pratama, H., & Kusuma, A. (2023). Consumer intentions to reduce food waste in all-you-can-eat restaurants based on personal norm activation. Journal of Foodservice Business Research, 26(4), 349–365. https://doi.org/10.1080/15378020.2023.2167419
Lin, H., & Guan, J. (2021). Household food waste in urban China: A case study of Kunming. Sustainability, 13(13), 7298. https://doi.org/10.3390/su13137298
Liu, Y., Wang, Z., & Li, Y. (2025). Integrated behavioral models for predicting food waste reduction: A systematic review. Journal of Cleaner Production, 450, 139892. https://doi.org/10.1016/j.jclepro.2025.139892
Mawar, P. C., & Adiati, L. (2025). Analysis of behavioral determinants preventing food waste in consumers based on the Theory of Planned Behavior mediated by behavior intention. International Journal of Engineering Business and Social Science. https://doi.org/10.58451/ijebss.v2i04.153
Morgan, J. T., & Filippova, A. (2018). ’welcome’Changes? Descriptive and Injunctive Norms in a Wikipedia Sub-community. Proceedings of the ACM on Human-Computer Interaction, 2(CSCW), 1–26.
Mulasari, S. A., Husodo, A. H., & Muhadjir, N. (2016). Analisis situasi permasalahan sampah Kota Yogyakarta. Jurnal Kesehatan Masyarakat, 11(2), 187–194.
Nations, F. and A. O. of the U. (2014). Definitional framework of food loss. FAO.
Nations, F. and A. O. of the U. (2020). The State of Food and Agriculture 2020. Overcoming water challenges in agriculture. FAO. https://doi.org/10.4060/cb1447en
Nolan, J. M., Schultz, P. W., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2008). Normative social influence is underdetected. Personality and Social Psychology Bulletin, 34(7), 913–923.
Novitasari, R., Azzahra, F., & Prasetyo, A. (2024). Food waste behavior among Gen Z consumers: The role of attitudes, norms, and perceived control. Food Research, 8(2), 125–134. https://doi.org/10.26656/fr.2024.8(2).099
Nurhasanah, A., Herawati, H., & Rahmat, R. (2020). Persepsi Masyarakat terhadap Pengelolaan Sampah Rumah Tangga di Kota Bandung. Jurnal Pengabdian Kepada Masyarakat, 6(2), 89–98. https://doi.org/10.22146/jpkm.54296
Obuobi, B., Asante, F. A., & Owusu, G. (2023). Extended norm activation model for food waste behavior: The mediating role of personal norms. Environmental Science and Pollution Research, 30(18), 12345–12359. https://doi.org/10.1007/s11356-023-26345-7
Onwezen, M. C., Antonides, G., & Bartels, J. (2013). The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour. Journal of Economic Psychology, 39, 141–153.
Parfitt, J., Barthel, M., & Macnaughton, S. (2010). Food waste within food supply chains: quantification and potential for change to 2050. Philosophical Transactions of the Royal Society B: Biological Sciences, 365(1554), 3065–3081.
Quested, T. E., Marsh, E., Stunell, D., & Parry, A. D. (2013). Spaghetti soup: The complex world of food waste behaviours. Resources, Conservation and Recycling, 79, 43–51. https://doi.org/10.1016/j.resconrec.2013.04.011
Radde, J., Wagner, S., & Hoffmann, A. (2025). Norms, awareness, and control: A cross-national study on youth intentions to reduce food waste. Sustainable Production and Consumption, 45, 18–32. https://doi.org/10.1016/j.spc.2025.04.009
Schanes, K., Dobernig, K., & Gözet, B. (2018). Food waste matters-A systematic review of household food waste practices and their policy implications. Journal of Cleaner Production, 182, 978–991. https://doi.org/10.1016/j.jclepro.2018.02.030
Schwartz, S. H. (1977). Normative influences on altruism. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 10, pp. 221–279). Academic Press.
Setyaningrum, R., & Listyorini, S. (2021). Pendidikan lingkungan berbasis nilai moral untuk memperkuat tanggung jawab personal siswa sekolah dasar. Jurnal Pendidikan Dasar, 9(1), 23–35.
Steg, L., van den Berg, A. E., & de Groot, J. I. (2017). Environmental psychology: An introduction. John Wiley & Sons.
Wang, J., & Chen, Z. (2023). The impact of social and moral norms on food waste behavior in Thailand. Resources, Conservation and Recycling, 185, 106471. https://doi.org/10.1016/j.resconrec.2022.106471
Wang, Y., Li, S., Li, C., & Zhang, H. (2018). An empirical study of the factors influencing food waste in the hospitality industry. Journal of Sustainable Tourism, 26(8), 1435–1450.
Wastutiningsih, S. P., & Aulia, D. (2023). Influence sustainable consumption campaigns on intention to perform food waste reduction behavior of young consumers in Yogyakarta BT - Proceedings of the International Conference on Multidisciplinary Studies (ICOMSI 2022). https://doi.org/10.2991/978-2-38476-072-5_32
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929
Published
2026-05-05
How to Cite
Tugino, A., & Astuti, B. (2026). INTENTIONS TO REDUCE FOOD WASTE IN YOGYAKARTA: THE INFLUENCE OF RESPONSIBILITY AWARENESS, NORMS, AND BEHAVIORAL CONTROL. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(2), 10893-10902. https://doi.org/10.31538/iijse.v9i2.9530
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