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<p>Food waste in Indonesia is a growing concern, with an estimated 184&#xa0;kg wasted per capita annually, much of it originating from household consumption. This study models food waste behaviour among Generation X and Millennials living in major urban centres on Java Island—Jakarta, Bandung, Yogyakarta, Semarang, and Surabaya—using an extended Theory of Planned Behaviour (TPB) framework. The model incorporates additional constructs of environmental awareness and food-related habits to improve explanatory power. Data are analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with a reflective measurement model, subsequently a multigroup analysis (MGA) is conducted to assess generational differences. The results reveal distinct generational patterns: Millennials’ environmental awareness significantly predicts reuse and recycling behaviours, whereas for Generation X, it more strongly influences food reduction. These findings highlight the importance of designing generation-specific interventions tailored to each cohort’s characteristic enhancing the effectiveness of efforts to reduce household food waste in Indonesia. To improve reduction behaviour in Gen X, financial incentives and planning tools may be instrumental, whereas lifestyle branding and social media can be beneficial for Millennials’ reuse and recycling behaviour.</p>

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Intergenerational food waste behavior: how gen X and millennials differ in Indonesia

  • 期刊论文

  • 发表日期：

    2025年11月3日

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  • Johanna Renny Octavia,
  • Carles Sitompul,
  • Edi Purwanto,
  • Naurissa Biasini

摘要

Food waste in Indonesia is a growing concern, with an estimated 184 kg wasted per capita annually, much of it originating from household consumption. This study models food waste behaviour among Generation X and Millennials living in major urban centres on Java Island—Jakarta, Bandung, Yogyakarta, Semarang, and Surabaya—using an extended Theory of Planned Behaviour (TPB) framework. The model incorporates additional constructs of environmental awareness and food-related habits to improve explanatory power. Data are analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with a reflective measurement model, subsequently a multigroup analysis (MGA) is conducted to assess generational differences. The results reveal distinct generational patterns: Millennials’ environmental awareness significantly predicts reuse and recycling behaviours, whereas for Generation X, it more strongly influences food reduction. These findings highlight the importance of designing generation-specific interventions tailored to each cohort’s characteristic enhancing the effectiveness of efforts to reduce household food waste in Indonesia. To improve reduction behaviour in Gen X, financial incentives and planning tools may be instrumental, whereas lifestyle branding and social media can be beneficial for Millennials’ reuse and recycling behaviour.