Sustainable consumption transition model: Social concerns and waste minimization under willingness-to-pay in Indonesian food industry

Abstract

This study aims to identify the consumer-centered attributes that influence consumer willingness-to-pay value for a sustainable consumption transition model. The Indonesian food industry has contributed to an increasing trend of waste generation in the landfill due to irresponsible consumer behaviors resulting a failure in a consumption transition from being traditional to sustainable. Prior studies have indicated that there is a gap between consumers’ intentions and their behaviors. In response, this study attempts to identify the attributes causing such a gap by focusing on consumer behaviors. The model validity is measured by the economic value using consumer WTP. In order to answer the objectives, this study uses a combination of fuzzy Delphi method and choice experiment method with an advantage of being able to assess the attributes based on the expert judgments and consumer preferences, while other studies have not used the combination of these two methods. The results show that social concerns and waste minimization perspectives contribute the most to the sustainable consumption model in which the criteria such as consumers’ sustainable issue interest, responsible waste disposal and health-based products play a major role in influencing consumer WTP. Therefore, based on the perspectives and criteria assessment results, this study contributes to the literature and industry with theoretical and managerial implications.