INDRESWARI, NILA MARITA (2026) PERAN ATTITUDE TERHADAP PURCHASE INTENTION SUBOPTIMAL FOOD DALAM UPAYA PENGURANGAN SAMPAH MAKANAN DI INDONESIA. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Food waste has become a major challenge in promoting sustainable consumption, one of which can be addressed by increasing consumer acceptance of suboptimal food. This study aims to analyze the effects of Environmental Concern, Moral Norms, Perceived Value, and Unappealing Appearance on Purchase Intention toward suboptimal food, with Attitude as a mediating variable among millennials in Java Island. This study adopts the Theory of Planned Behavior (TPB) as the main theoretical foundation and employs the Stimulus–Organism–Response (S-O-R) perspective to help explain the relationship pathway among variables. A quantitative approach was applied using a survey method involving 500 millennial respondents residing in Java Island. Data were analyzed using Structural Equation Modelling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that Moral Norms and Perceived Value have a positive and significant effect on Attitude, while Environmental Concern does not show a significant effect. Unappealing Appearance has a negative and significant effect on Attitude but does not directly influence Purchase Intention. Furthermore, Attitude has a significant positive effect on Purchase Intention, partially mediating the effects of Moral Norms and Perceived Value, and fully mediating the effect of Unappealing Appearance. These findings confirm that purchase intention toward suboptimal food is primarily shaped by value evaluation, Moral Norms, and Attitude formation, rather than by general environmental concern. Keywords: Suboptimal food, Purchase Intention, Environmental concern, Moral Norms, Sustainable Consumption. Isu pemborosan pangan menjadi salah satu tantangan utama dalam mendorong konsumsi berkelanjutan, salah satunya melalui peningkatan penerimaan terhadap suboptimal food. Penelitian ini bertujuan untuk menganalisis pengaruh Environmental Concern, Moral Norms, Perceived Value, dan Unappealing Appearance terhadap Purchase Intention produk suboptimal food, dengan Attitude sebagai variabel mediasi pada generasi milenial di Pulau Jawa. Penelitian ini menggunakan Theory of Planned Behavior (TPB). sebagai landasan utama, serta perspektif Stimulus–Organism–Response (S-O-R) untuk membantu menjelaskan alur pengaruh faktor-faktor tersebut. Pendekatan kuantitatif digunakan melalui metode survei terhadap 500 responden generasi milenial di Pulau Jawa. Data dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa Moral Norms dan Perceived Value berpengaruh positif dan signifikan terhadap Attitude, sementara Environmental Concern tidak berpengaruh signifikan. Unappealing Appearance berpengaruh negatif terhadap Attitude, namun tidak berpengaruh langsung terhadap Purchase Intention. Selanjutnya, Attitude berpengaruh signifikan terhadap Purchase Intention serta memediasi secara parsial pengaruh Moral Norms dan Perceived Value, dan memediasi sepenuhnya pengaruh Unappealing Appearance. Temuan ini menegaskan bahwa niat beli suboptimal food lebih banyak dibentuk melalui evaluasi nilai, norma moral, dan pembentukan sikap, dibandingkan kesadaran lingkungan yang bersifat umum. Kata Kunci: Suboptimal Food, Purchase Intention, Environmental concern,Moral Norms, Sustainable Consumption.
| Item Type: | Thesis (S2) |
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| NIM/NIDN Creators: | 55124120099 |
| Uncontrolled Keywords: | Suboptimal Food, Purchase Intention, Environmental concern,Moral Norms, Sustainable Consumption. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 363 Other Social Problems and Services/Masalah dan Layanan Sosial Lainnya > 363.4 Public Moral and Customs/Masalah-masalah yang Berhubungan dengan Moral 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 28 Mar 2026 01:33 |
| Last Modified: | 28 Mar 2026 01:33 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101736 |
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