From baseline expectations to high-barrier signals: Mapping Indonesian generation Z's sustainable food consumption through item response theory and motive-based segmentation

This study aims to evaluate the strength of various indicators related to seven types of food consumption motives, sustainable food choices, and food waste management variables in distinguishing the motivation and latent behaviour of Generation Z Indonesia through Item Response Theory analysis. A total of 1160 survey valid responses collected with quota sampling adjusted to regional distribution and balanced gender proportion were analysed using Item Response Theory to evaluate indicators, K-means clustering for segmentation, and Structural Equation Modelling-Partial Least Square to test the significance of the relationship between consumption motives and sustainable consumption behaviour. Seasonal fruit intake ranks highest discrimination ability among sustainable food choices, and suboptimal food consumption leads among food waste management indicators. Through Item Response Theory, this study classified food motives and sustainable consumption indicators into five typologies, revealing varying psychological entry points from baseline expectations to high-barrier signals. Four main segments were identified with variations in food consumption motives: Frugal Indifferent Foodie, Health-Focused Independent Locavores, Holistic Demander and Eco-Friendly Enthusiast, and Epicureans Pragmatist Waste Conserver. This study contributes by combining IRT and segmentation to uncover hidden motivational divides and offers a fresh perspective for designing more targeted and realistic interventions for sustainable food behaviour among youth in emerging markets.