Consumers' resistance to purchasing suboptimal food and perception of food waste as a threat: a moderated-mediation analysis

Purpose This study investigates the decision-making mechanism underlying consumers' intention to resist suboptimal food purchase (IRSFP) in Indonesia. Drawing on innovation resistance theory (IRT), the study examines functional barriers (FB) and psychological barriers (PB) as antecedents, incorporates negative emotion (NE) as a mediator and food-waste awareness of consequences (FWAC) as a moderator. Design/methodology/approach Data were collected through a purposive online survey of 495 retail consumers in Jakarta who were aware of suboptimal food (SF) availability in the market. The conceptual model includes higher-order constructs and moderated-mediation analysis; therefore, the hypotheses were tested using partial least square-structural equation modeling (PLS-SEM). Findings Both FB and PB significantly increase IRSFP, directly and indirectly through NE, indicating its crucial role as a mediator. FWAC strengthens PB to NE, but does not moderate FB to NE. The findings suggest that consumers with higher FWAC still resist SF when such products threaten social appropriateness, image and established food norms. Research limitations/implications A non-probability-purposive sampling was employed in one metropolitan area and focuses on resistance intention rather than actual behaviour. Additionally, the model centres on NE and does not include positive emotion. Practical implications Retailers and policy actors should distinguish consumers' resistance. FB requires quality assurance, clearer labelling and product-handling cues, whereas PB require norm-sensitive communication and social legitimisation of SF consumption. Originality/value The study extends IRT in SF context by integrating NE as mediator, FWAC as moderator and tests their moderated-mediation effect. It also provides evidence from Indonesia, where food-waste reduction is urgent but consumer resistance to SF remains underexplored.