Digital Communication Innovation of Food Waste Using the AISAS Approach: Evidence from Indonesian Adolescents

Round 1

Reviewer 1 Report

Comments and Suggestions for Authors

Thank you for this interesting research. This study aims to analyze the effect of attention, interest, information seeking, and action on knowledge sharing on the issue of food waste. Hereby are some comments that may help you improve on it:

1)    Keywords

I suggest the authors could consider to add the digital communication innovation or communication innovation.

2)    Structural Model Test

Regarding Figure 6. Structural model test results, is there any table to prove the results? I suggest add one table to verify the results.

3)    Discussion and Conclusion

In Line 57, the authors mentioned that “Consumers are important in knowledge-sharing”, how is this point affect the digital communication innovation? I suggest the authors could response in the discussion section or conclusion section.

4)    Format and grammar

Regarding format, the text and figures should be reviewed again and fine-tuned according to the format required by this journal. For example, The format of the manuscript is incorrect and should be corrected. In addition, the first sentence of the abstract, “Model The AISAS model is a process that describes consumer behavior in the era of the internet and technological advances.” There are grammatical errors, please correct them. Page 14 is blank, please delete it.

 

I hope that these notes are helpful in reviewing your article.

Author Response

1)    Keywords

I suggest the authors could consider to add the digital communication innovation or communication innovation.

 

Author Feedback:

The keyword has been added as follows :

Keywords: AISAS; consumer behavior; digital communication innovation; food waste; knowledge sharing; technology

 

2)    Structural Model Test

Regarding Figure 6. Structural model test results, is there any table to prove the results? I suggest add one table to verify the results.

 

Author Feedback:

The validity test in the SEM model was conducted using construct validity, also called factorial validity, by comparing the square root of the Average Variance Extracted (AVE) for each construct with the correlation value between the constructs in the model. The AVE value in the validity test must be> 0.5, which indicates that 50 percent or more of the variance in the indicator can be explained. In addition to the validity test, a reliability test of the SEM model was carried out to prove the accuracy of the instrument in measuring a construct. Construct Reliability (CR) was used to test construct reliability. The CR value commonly used in reliability tests of a construct must be greater than 0.7. All variables (attention, interest, search, action, knowledge sharing behavior (share), eWOM, and emotions) in this study met the reliability requirements with a CR value greater than 0.7 and an AVE value greater than 0.5. Overall, this shows that all variables describe their latent constructs well. The results of The AVE and CR values are listed in Table 8.

Table 8. Value of construct reliability and average variance extracted

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

 

3)    Discussion and Conclusion

In Line 57, the authors mentioned that “Consumers are important in knowledge-sharing”, how is this point affect the digital communication innovation? I suggest the authors could response in the discussion section or conclusion section.

 

Author Feedback:

 

In Discussion

Knowledge sharing on food waste issues appears to be extremely low; consumers tend to be reluctant to share their knowledge or experience of food waste issues. Education for consumers regarding the emphasis on environmental issues and the role of consumers as agents of change needs to be strengthened. Consumers need to realize that small actions such as sharing their knowledge and experiences regarding environmental issues will impact and attract the attention of other consumers to be equally sensitive to the environment and bring about changes in consumption patterns in a more sustainable manner. This is an implication of the results, which show that actions directly affect knowledge sharing. The role of the regulator, in this case the Ministry of Environment and Forestry as the government, is needed for collaborating with all environmental activists to oversee the issue of food waste by issuing well-packaged programs. Massive campaigns in the form of advertising on the issue of food waste are effectively carried out by elaborating campaign issues into trends that are currently developing among the public and are presented attractively, starting from campaign content, audio, and visuals, to persuasive slogans that can attract public attention. Additionally, campaigns are conducted to build public curiosity so that people seek further information as well as informative campaigns that can inspire the public to contribute to the reduction of food waste through their actions. Thus, campaigns are not just to attract the attention of the public but as a source of driving change in people's lifestyles in a sustainable direction. This implication is a necessary response to the result that attention and interest directly influence information seeking. In addition, attention directly influences interest, and interest directly influences action – a finding that must be leveraged in order to induce more concrete behaviors against food wastage.

 

In Conclusion

 

Consumers’ knowledge sharing can provide new information to many people and can be reached more widely through digital communication innovations. This can enable digital communication innovation to grow through the delivery of information in the form of digital media, which is attractive and easy to understand. In addition, it can measure the performance of the information conveyed, and whether it can be received and responded to properly through the growing features of digital communication.

 

 

4)    Format and grammar

Regarding format, the text and figures should be reviewed again and fine-tuned according to the format required by this journal. For example, The format of the manuscript is incorrect and should be corrected. In addition, the first sentence of the abstract, “Model The AISAS model is a process that describes consumer behavior in the era of the internet and technological advances.” There are grammatical errors, please correct them. Page 14 is blank, please delete it.

 

Author Feedback:

Thank you. We have revised the error in the paper

 

 

Author Response File: Author Response.docx

Reviewer 2 Report

Comments and Suggestions for Authors

The Authors have presented an interesting approach to the problems of food waste and the use of digital communication. However, I have some comments that may help improve the scientific value of the paper:

1. The authors could more comprehensively demonstrate the significance of the food waste problem in the introductory section. 

2. The results and their implications should be described in more detail.

3. The discussion section ought to focus not only on the verification of hypotheses but also on other aspects of the research results.

One additional remark: the text is very hard to read, probably because of the too small font size.

 

Author Response

1. The authors could more comprehensively demonstrate the significance of the food waste problem in the introductory section.

 

Author Feedback:

This can cause the Earth’s average temperature to rise, and the liquids to start to evaporate. High temperatures can cause glaciers and sea ice to actively melt over short periods of time. The melting of the polar ice caps can cause sea levels to rise and submerge coastal lands [59]. Such large amounts of food waste will have a significant impact on the environment. In 2012, the Barilla Center for Food & Nutrition (BCFN) further explained the negative impact of food waste on the environmental, economic, and social fields. The negative environmental impacts of food waste include greenhouse-gas emissions, soil degradation, water resource waste, and excess energy consumption. The negative impact of food waste on the economy causes the value of food to depreciate and increases the cost of agricultural land. limited access to food is the negative social impact of food waste [60].

 

2. The results and their implications should be described in more detail.

 

Author Feedback:

These have been added in discussion and implication as in the paper

 

3. The discussion section ought to focus not only on the verification of hypotheses but also on other aspects of the research results.

 

Author Feedback:

These have been added in the discussion as in the paper

 

One additional remark: the text is very hard to read, probably because of the too small font size.

 

Author Feedback:

The paper has been proofread by professional service (EDITAGE) as attachments

 

Open Review

Extensive editing of English language required

Author Feedback:

The paper has been proofread by professional service (EDITAGE) as attachments

1. The authors could more comprehensively demonstrate the significance of the food waste problem in the introductory section.

 

Author Feedback:

This can cause the Earth’s average temperature to rise, and the liquids to start to evaporate. High temperatures can cause glaciers and sea ice to actively melt over short periods of time. The melting of the polar ice caps can cause sea levels to rise and submerge coastal lands [59]. Such large amounts of food waste will have a significant impact on the environment. In 2012, the Barilla Center for Food & Nutrition (BCFN) further explained the negative impact of food waste on the environmental, economic, and social fields. The negative environmental impacts of food waste include greenhouse-gas emissions, soil degradation, water resource waste, and excess energy consumption. The negative impact of food waste on the economy causes the value of food to depreciate and increases the cost of agricultural land. limited access to food is the negative social impact of food waste [60].

 

2. The results and their implications should be described in more detail.

 

Author Feedback:

These have been added in discussion and implication as in the paper

 

3. The discussion section ought to focus not only on the verification of hypotheses but also on other aspects of the research results.

 

Author Feedback:

These have been added in the discussion as in the paper

 

One additional remark: the text is very hard to read, probably because of the too small font size.

 

Author Feedback:

The paper has been proofread by professional service (EDITAGE) as attachments

 

Open Review

Extensive editing of English language required

Author Feedback:

The paper has been proofread by professional service (EDITAGE) as attachments

1. The authors could more comprehensively demonstrate the significance of the food waste problem in the introductory section.

 

Author Feedback:

This can cause the Earth’s average temperature to rise, and the liquids to start to evaporate. High temperatures can cause glaciers and sea ice to actively melt over short periods of time. The melting of the polar ice caps can cause sea levels to rise and submerge coastal lands [59]. Such large amounts of food waste will have a significant impact on the environment. In 2012, the Barilla Center for Food & Nutrition (BCFN) further explained the negative impact of food waste on the environmental, economic, and social fields. The negative environmental impacts of food waste include greenhouse-gas emissions, soil degradation, water resource waste, and excess energy consumption. The negative impact of food waste on the economy causes the value of food to depreciate and increases the cost of agricultural land. limited access to food is the negative social impact of food waste [60].

 

2. The results and their implications should be described in more detail.

 

Author Feedback:

These have been added in discussion and implication as in the paper

 

3. The discussion section ought to focus not only on the verification of hypotheses but also on other aspects of the research results.

 

Author Feedback:

These have been added in the discussion as in the paper

 

One additional remark: the text is very hard to read, probably because of the too small font size.

 

Author Feedback:

The paper has been proofread by professional service (EDITAGE) as attachments

 

Open Review

Extensive editing of English language required

Author Feedback:

The paper has been proofread by professional service (EDITAGE) as attachments

 

Author Response File: Author Response.docx

Reviewer 3 Report

Comments and Suggestions for Authors

This study is very interesting and the authors have done a lot of work. But on reading, there are still big problems with this article.

First, the rationality of the sample needs to be described emphatically.

Second, the rationality of method application needs to be discriminated.

Thirdly, empirical results need to be placed in the results section, and the discussion session needs to have a full dialogue with the existing literature, which is ignored by the author

Fourthly, the structure of the paper is too complicated. There are 10 parts in the paper, which need to be simplified. There are even omissions in some parts, for example, the content of theoretical Contribution is blank.

Comments on the Quality of English Language

The English of this article needs further polishing.

Author Response

First, the rationality of the sample needs to be described emphatically.

 

Author Feedback:

The population in this study comprised student members and non-members of the IAAS community at two universities selected based on randomization. In this study, members of the IAAS community are referred to as food waste community members, whereas non-IAAS community members are referred to as non-food waste community members. Universities with the IAAS communities were categorized into two groups: those in Java Island and those outside Java Island. Furthermore, one university from each group was selected to represent its location. The sampling technique used in this study was voluntary sampling because the participants voluntarily filled out a questionnaire given to the head of each community. The IAAS member student group was obtained by voluntary sampling of 93 students, whereas the non-member IAAS student group at the same university was randomly selected from three communities each. Non-IAAS members were also obtained through voluntary sampling of 209 students. In this study, the sample size was adjusted to the Structural Equation Modeling (SEM) analysis model used. The sample in this study finally amounted to 302 students because the limit for the sample size in the SEM was 200-800 persons.

 

Second, the rationality of method application needs to be discriminated.

 

Author Feedback:

SEM was conducted to analyze the influence of attention, interest, search, and action on knowledge sharing (share) related to food waste.

The numbers resulting from the five variables were multiplied to obtain the Customer Response Index (CRI). This technique shows the audience's reaction step-by-step, from the point of consumer awareness to the point at which it is possible to persuade them to act ( in typical cases, to purchase) [49]. The CRI model was considered effective if the response stage exceeded 50 percent [50]. The following is a calculation formula and a representation of the CRI stage model [51], which was adapted to the AISAS model:

 

Thirdly, empirical results need to be placed in the results section, and the discussion session needs to have a full dialogue with the existing literature, which is ignored by the author

 

Author Feedback:

These have been added in the discussion as in the paper with the previous literature

 

Fourthly, the structure of the paper is too complicated. There are 10 parts in the paper, which need to be simplified. There are even omissions in some parts, for example, the content of theoretical Contribution is blank.

 

Author Feedback:

The parts have been simplified as in the paper

 

This implication is a necessary response to the result that attention and interest directly influence information seeking. In addition, attention directly influences interest, and interest directly influences action – a finding that must be leveraged in order to induce more concrete behaviors against food wastage

 

Comments on the Quality of English Language

The English of this article needs further polishing.

Author Response File: Author Response.docx

Round 2

Reviewer 3 Report

Comments and Suggestions for Authors

This paper has been better modified, but it is not enough to cite some literatures related to students' food waste. It is suggested to add more citations and be accepted.

For example, the relevant literature is:（1）Determinants of food waste generation in Chinese university canteens: Evidence from 9192 university students； （2）Students Reduce Plate Waste through Education and Trayless Dining in an All-You-Can-Eat College Dining Facility  ;（3）Haste To No Waste: A Multi-Component Food Waste Study in a University Dining Facility ;  (4) Are the slimmer more wasteful?  The correlation between body mass index and food wastage among Chinese youth;（5）Impact of trayless dining intervention on food choices of university students

Comments on the Quality of English Language

The English is good 

Author Response

1)    Literatures

This paper has been better modified, but it is not enough to cite some literatures related to students' food waste. It is suggested to add more citations and be accepted.

 

Author Feedback:

Literature and citations related to student food waste has been added:

 

According to a study conducted in China, 74% of the 9192 university students had produced plate waste in the canteens and each student had produced 61.03 grams of food waste [65].

 

The results of a study conducted on students at a university in the United States also showed that at least 80.5% of students often throw away food waste with an average of 17.9 g of food waste [66]

 

Awareness and education campaigns can lower the demand for purchases and the amount of waste dumped in landfills [67]

 

Studies conducted in China revealed that the majority of university students' diets contributed to their tendency to throw away remaining food [68].

 

Previous research states that one method that can be used by university canteens to minimize food waste is to serve food without using trays [66,69].

 

References:

 

65. Qian, L.; Li, F.; Cao, B.; Wang, L.; Jin, S. (2021). Determinants of food waste generation in Chinese university canteens: Evidence from 9192 university students. Resour. Conserv. Recycl. 2021, 167, 105410. DOI:10.1016/j.resconrec.2021.105410

 

66. Luecke, L. Haste to no waste: A multi-component food waste study in a University dining facility. Antonian Scholars Honors Program. 2015, 33. Available online: https://sophia.stkate.edu/shas_honors/33

 

67. Kim, T.; Freedman, M. R. Students reduce plate waste through education and trayless dining in an all-you-can-eat college dining facility. J. Am. Diet. Assoc. 2010, 9(110), A68. DOI:10.1016/j.jada.2010.06.253

 

68. Qian, L.; Li, F.; Liu, H.; Wang, L. Are the slimmer more wasteful? The correlation between body mass index and food wastage among Chinese Youth. Sustainability. 2022, 14(3), 1411. DOI: 10.3390/su14031411

 

69. Rajbhandari-Thapa, J.; Ingerson, K.; Lewis, K. H. Impact of trayless dining intervention on food choices of university students. Arch. Public. Health. 2018, 76, 1-6. DOI:10.1186/s13690-018-0301-5

Author Response File: Author Response.docx