Millennials and Generation Z: A Study on Food Waste Reduction Behavior During the Covid-19 Pandemic using PLS-Structural Equation Modeling

The problem of food waste is important for Indonesia because of its huge impact on the economy, environment, and society.Millennial and generation z as the population with the largest composition in Indonesia are the age group that throws away food the most, but on the other hand, youth are also increasingly concerned about their environment.This study aims to evaluate the factors that can influence the behavior of reducing food waste in the millennial generation and generation z.Respondents are millennial generation and generation z in DKI Jakarta who were born in 1981-2012.To explain behavior, the theory of planned behavior is used and modeled using PLS-SEM.The validity and reliability of the structural and measurement model are tested before drawing conclusions.Information from social media, knowledge of food waste, perception of environmental impacts, attitudes, subjective norms, perceived behavioral control and intentions have a significant positive relationship with behavior to reduce food waste, either directly or indirectly.Intentions perceived behavioral control, and shopping behavior during the Covid-19 Pandemic provide the largest total effect value.