Digital Communication Innovation of Food Waste Using the AISAS Approach: Evidence from Indonesian Adolescents
Abstract
:1. Introduction
2. Overview of the Literature
2.1. The AISAS Model
2.2. AISAS Non-Linear Models
3. Research Method
3.1. Design and Location
3.2. The Sampling Technique
3.3. The Research Instrument
3.4. Data Collection
3.5. Data Analysis
- Attention;
- Unattention;
- Uninterested = Attention × No Interest;
- Unsearch = Attention × Interest × No Search;
- Unaction = Attention × Interest × Search × No Action;
- Unshare = Attention × Interest × Search × Action × No Share;
- CRI = Attention × Interest × Search × Action × Share.
4. Results
4.1. Demographic Background
4.2. Frequency of Food Waste
4.3. Reasons for Food Waste Behaviors
4.4. Amount of Food Waste
4.5. AISAS
4.6. The Structural Model Test
4.7. Direct and Indirect Effects
5. Discussion
5.1. The Effect of Attention on Interest (H1)
5.2. The Effect of Attention on Search (H2)
5.3. The Effect of Attention on Action (H3)
5.4. The Effect of Attention on Knowledge Sharing (Share) (H4)
5.5. The Effect of Interest on Search (H5)
5.6. The Effect of Interest on Action (H6)
5.7. The Effect of Interest on Knowledge Sharing (Share) Behavior (H7)
5.8. The Effect of Search on Action (H8)
5.9. The Effect of Search on Knowledge Sharing (Share) Behavior (H9)
5.10. The Effect of Action on Knowledge Sharing (Share) Behavior (H10)
6. Research Implications
7. Research Limitations
8. Conclusions
Recommendations
Author Contributions
Funding
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Characteristics | n | % |
---|---|---|
Gender | ||
Men | 113 | 37.42 |
Women | 118 | 62.58 |
Age | ||
16–20 years | 213 | 70.53 |
21–25 years | 89 | 29.47 |
Mean ± Std | 19.98 ± 1.50 | |
Min–Max | 17–25 | |
Origin | ||
Banjar | 113 | 37.42 |
Batak | 3 | 1.32 |
Bugis | 12 | 3.97 |
Chinese | 4 | 1.32 |
Dayaks | 15 | 4.97 |
Java | 132 | 43.71 |
Other | 23 | 7.62 |
Income | ||
IDR < 500,000 | 73 | 24.17 |
IDR 500,001–1,000,000 | 147 | 48.68 |
IDR 1,000,001–3,000,000 | 74 | 24.50 |
IDR 3,000,001–5,000,000 | 7 | 2.32 |
IDR > 5,000,001 | 1 | 0.33 |
Monthly food expenses | ||
IDR < 500,000 | 101 | 33.44 |
IDR 500,001–1,000,000 | 157 | 51.99 |
IDR 1,000,001–3,000,000 | 43 | 14.24 |
IDR 3,000,001–5,000,000 | 1 | 0.33 |
Number of family members | ||
≤4 people | 160 | 52.98 |
5–7 people | 129 | 42.72 |
≥8 people | 13 | 430 |
Food Types | Frequency of Food Waste (%) | |||
---|---|---|---|---|
Never | Rarely (<6 Meals) | Often (6–10 Meals) | Always (>10 Meals) | |
Rice | 51.32 | 36.42 | 6.62 | 5.63 |
Vegetables | 50.99 | 38.74 | 8.94 | 1.32 |
Fruit and preparations | 66.23 | 27.15 | 5.63 | 0.99 |
Sources of vegetable protein and processed products | 64.57 | 26.82 | 6.29 | 2.32 |
Fish/chicken/beef/other meat | 63.25 | 27.81 | 5.63 | 3.31 |
Processed meat products | 77.15 | 19.87 | 1.99 | 0.99 |
Eggs and their preparations | 68.21 | 23.18 | 6.29 | 2.32 |
Dairy products | 70.53 | 24.17 | 4.64 | 0.66 |
Cake, bakery, snack, and cereal products | 57.95 | 35.76 | 5.30 | 0.99 |
Root products | 57.95 | 35.76 | 5.30 | 0.99 |
Pasta products | 64.90 | 28.81 | 4.64 | 1.66 |
Category | N | % |
---|---|---|
Low (<60) | 290 | 96.03 |
Moderate (60–80) | 12 | 3.97 |
High (>80) | 0 | 0 |
Mean ± SD | 15.27 ± 17.54 | |
Min–max | 0.00–75.76 |
Food Type | Total Food Waste (%) | |||
---|---|---|---|---|
0 | 1–2 | 3–4 | >4 | |
Rice | 56.95 | 25.17 | 9.27 | 8.61 |
Vegetable | 51.99 | 36.75 | 7.95 | 3.31 |
Fruit and preparations | 72.52 | 19.87 | 4.30 | 3.31 |
Sources of vegetable protein and processed products | 70.20 | 23.18 | 4.64 | 1.99 |
Fish/chicken/beef/other meat | 71.52 | 22.52 | 3.97 | 1.99 |
Processed meat products | 80.13 | 15.89 | 3.31 | 0.66 |
Eggs and their preparations | 76.49 | 17.22 | 4.97 | 1.32 |
Dairy products | 74.50 | 18.21 | 4.30 | 2.98 |
Cake, bakery, snack, and cereal products | 65.56 | 24.83 | 6.62 | 2.98 |
Root products | 66.56 | 26.49 | 4.97 | 1.99 |
Pasta products | 71.19 | 19.87 | 5.63 | 3.31 |
Category | n | % |
---|---|---|
Low (<60) | 294 | 97.35 |
Moderate (60–80) | 7 | 2.32 |
High (>80) | 1 | 0.33 |
Mean ± SD | 14.16 ± 16.49 | |
Min–max | 0.00–100 |
Category | Community Type (%) | p-Values | |
---|---|---|---|
IAAS | Non-IAAS | ||
Attention | |||
Low (<60) | 34.41 | 50.24 | 0.001 ** |
Moderate (60–80) | 46.24 | 38.28 | |
High (>80) | 19.35 | 11.48 | |
Mean ± SD | 65.77 ± 16.55 | 58.33 ± 19.92 | |
Min–max | 25.00–100 | 0.00–100 | |
Interest | |||
Low (<60) | 5.38 | 23.44 | 0.000 ** |
Moderate (60–80) | 55.91 | 47.37 | |
High (>80) | 38.71 | 29.19 | |
Mean ± SD | 76.28 ± 14.54 | 68.13 ± 21.67 | |
Min–max | 33.33–100 | 0.00–100 | |
Search | |||
Low (<60) | 37.63 | 50.24 | 0.039 * |
Moderate (60–80) | 46.24 | 43.06 | |
High (>80) | 16.13 | 6.70 | |
Mean ± SD | 60.93 ± 20.14 | 55.95 ± 18.80 | |
Min–max | 0.00–100 | 0.00–100 | |
Action | |||
Low (<60) | 9.68 | 39.23 | 0.000 ** |
Moderate (60–80) | 36.56 | 30.14 | |
High (>80) | 53.76 | 6.70 | |
Mean ± SD | 80.11 ± 16.94 | 66.43 ± 23.08 | |
Min–max | 33.33–100 | 0.00–100 | |
Share | |||
Low (<60) | 76.34 | 87.08 | 0.000 ** |
Moderate (60–80) | 17.20 | 9.57 | |
High (>80) | 6.45 | 3.35 | |
Mean ± SD | 40.07 ± 24.39 | 23.54 ± 25.32 | |
Min–max | 0.00–100 | 0.00–100 |
Path | Path Coefficient | t-Values | Conclusion |
---|---|---|---|
Attention → Interests | 0.431 | 6.950 | H1 is accepted |
Attention → Search | 0.245 | 3.750 | H2 is accepted |
Attention → Actions | 0.120 | 1.748 | H3 is rejected |
Attention → Share | 0.205 | 0.252 | H4 is rejected |
Interest → Search | 0.205 | 3.213 | H5 is accepted |
Interest → Action | 0.279 | 3.487 | H6 is accepted |
Interest → Share | −0.055 | 1014 | H7 is rejected |
Search → Action | 0.108 | 1.751 | H8 is rejected |
Search → Share | 0.294 | 6.627 | H9 is accepted |
Action → Share | 0.205 | 3.828 | H10 is accepted |
Latent Variables | Construct Reliability (CR) | Average Variance Extracted (AVE) |
---|---|---|
Attention | 0.83 | 0.55 |
Interest | 0.92 | 0.67 |
Search | 0.86 | 0.51 |
Action | 0.85 | 0.59 |
Knowledge Sharing Behavior (Share) | 0.93 | 0.72 |
eWOM (electronic word of mouth) | 0.85 | 0.55 |
Emotion | 0.87 | 0.63 |
Path Variables | Influence | ||
---|---|---|---|
Direct | Indirect | Total | |
Attention → Interest | 0.431 | - | 0.431 |
Attention → Search | 0.245 | 0.088 | 0.333 |
Attention → Action | - | 0.156 | 0.156 |
Attention → Share | - | 0.131 | 0.131 |
Interest → Search | 0.205 | - | 0.205 |
Interest → Action | 0.279 | 0.022 | 0.301 |
Interest → Share | - | 0.122 | 0.122 |
Search → Share | 0.294 | 0.022 | 0.316 |
Action → Share | 0.205 | - | 0.205 |
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Yuliati, L.N.; Simanjuntak, M. Digital Communication Innovation of Food Waste Using the AISAS Approach: Evidence from Indonesian Adolescents. Sustainability 2024, 16, 488. https://doi.org/10.3390/su16020488
Yuliati LN, Simanjuntak M. Digital Communication Innovation of Food Waste Using the AISAS Approach: Evidence from Indonesian Adolescents. Sustainability. 2024; 16(2):488. https://doi.org/10.3390/su16020488
Chicago/Turabian StyleYuliati, Lilik Noor, and Megawati Simanjuntak. 2024. "Digital Communication Innovation of Food Waste Using the AISAS Approach: Evidence from Indonesian Adolescents" Sustainability 16, no. 2: 488. https://doi.org/10.3390/su16020488