Peran Sikap, Norma Subjektif, dan Perceived Behavioral Control terhadap Intensi Food Waste Behavior pada Generasi Z

Abstract

This study aims to determine whether attitudes, subjective norms and perceived behavioral control have a role in the intention of food waste behavior in generation Z. This study uses quantitative methods using multiple regression data analysis. The sample in this study amounted to 120 people of generation Z in the city of Medan. Generation Z is a group of people born in 2012-1997. The measuring instrument used in this research is the food waste behavior intention scale, attitude scale, subjective norm scale and perceived behavioral control scale. The results of this study include, 1) attitude does not play a significant role in the intention of food waste behavior; 2) subjective norms play a significant role in the intention of food waste behavior; 3) perceived behavior control has a significant role in the intention of food waste behavior; 4) attitudes, subjective norms and perceived behavior control play a significant role in the intention of food waste behavior; 5) the value of R2 is 0.362, this means that 36.2% of the dependent variable of food waste behavior intentions can be explained by variations of the three independent variables, namely attitudes, subjective norms, and perceived behavior control. The rest is influenced by other variables outside this research; and 6) the food waste behavior intention score in generation Z in this study was in the low category. Other variables outside of this research are expected to be explored further in future researchers.