Reducing food waste: How to stimulate purchase intention of expiration date-based priced?

Abstract

This research aims to analyze how price consciousness and sale proneness influence consumers’ purchasing intentions for EDBP sold in supermarkets and minimarkets to reduce food waste due to unsold products. Research data was obtained using a convenience sampling approach to obtain respondents according to the criteria and an online questionnaire was used to obtain respondents’ answers. The research respondents were 342 consumers of EDBP at the Papaya supermarket. The research hypothesis was tested using the Structural Equation Model using AMOS. The results of this research prove empirically that price consciousness influences sale proneness. Other results show that price consciousness has no effect on purchase intentions and sale proneness has no effect on purchase intentions. This research uses a price awareness approach to examine how pricing strategies can play a role in reducing food waste which then influences the achievement of SDGs 12.