Consumer intentions to reduce food waste in all-you-can-eat restaurants based on personal norm activation.

ABSTRACT: Norm activation theory (NAT) is a theoretical foundation often used by academics to explain behavioral intention in the context of pro-environmental consumer behavior. This research aimed to analyze the essential role of NAT in ascertaining consumer intentions to reduce food waste based on social marketing. The unit of analysis was an individual, namely consumers who have visited an "all-you-can-eat" restaurant in the last month during the research time and intend to visit again in the future. Primary data was collected using a questionnaire instrument which was created and distributed online. Furthermore, the Likert scaling technique with five answer options was used to measure each item of the latent variable measurement. This research used purposive sampling with a size of 500 responden

SUBMITTER: Iriyadi 

PROVIDER: S-EPMC9936518 | biostudies-literature | 2023 Feb

REPOSITORIES: biostudies-literature