Knowledge, Attitude and Behavior On Utilizing Suboptimal Food Related Public Health
Knowledge, Attitude and Behavior On Utilizing Suboptimal Food Related Public Health
Corresponding Author:
Herdis Herdiansyah
School of Environmental Science, Universitas Indonesia
Salemba Raya Kampus UI Salemba Street No.4, Kenari, Senen, Central Jakarta City, Jakarta 10430,
Indonesia
Email: [email protected]
1. INTRODUCTION
To support environmental health and sustainable practices, the consumption and purchase of
suboptimal food products are significant in changing public behavior [1], [2]. People's reluctance to buy or
consume suboptimal food products is one of the reasons for potential food waste that impacts the
environment and natural resources [3], [4]. Suboptimal food products are often associated with products that
deviate from the intended product based on appearance (weight, shape, or size), expiration date (near or past
the best consumption date), or packaging without affecting quality or safety for consumption [5], [6]. In
addition, another contributing factor is the difficulty of stock management in balancing supply and demand.
Excessive demand makes food products pile up and sell less. It causes the product to lose its appearance.
Therefore, traders took the initiative to sell suboptimal products at lower prices [7]. The physical appearance
of food products is the main attraction for the public. Increased public satisfaction is essential to profitability
for the food industry [8], [9].
Retailers are changing customary practices to allow individuals to act against food waste by
purchasing suboptimal food products. In addition, retailers are implementing strategies in the form of food
redistribution to charities and reduction of suboptimal food prices [10]–[12]. People do not want to risk
buying suboptimal foods approaching their expiration date [13]. The public considers that the nutritional
value and quality of the suboptimal product will affect health. Likewise, with products that have packaging
that is not up to standard, people tend to avoid them [14]. Hence, the right solution is needed to reduce and
prevent continuous food waste by introducing the acceptance of suboptimal products to the public. However,
to be sustainable, this must be supported by a pro-environment community. Concern, commitment,
perception, and high public awareness positively influence suboptimal food acceptance attitudes [15]. Expert
opinion also provides evidence that personal norms are strong predictors of behavioral control so that they
have the same effect as attitudes and behavior [16]. This approach is expected to support the reduction of
suboptimal products at retailers with pro-environmental values.
The rapid increase in urbanization has turned Depok City into one of the metropolitan cities with an
increasing number of visitors. This is evident from the increasing amount of waste. Based on 2018 data
obtained from the [17], the total waste generation of Depok City reaches 5,154.90 m3/day with per capita
waste of 2,272.00 ml/person/day. Meanwhile, the amount of waste carried to the landfill is only 3,000.00
m3/day. Urbanization also encourages the growth of retail store outlets to support the public's daily activities,
proven by 114 retail stores in operation in Depok. However, the increase in retail stores is not offset by
proper waste management, especially food waste. Based on data collected from one of the food retailers in
Margonda, Depok, the composition of organic waste reaches 57% of the total waste [18], with food waste as
one of the contributors. Some food stores in Depok sell items close to the expiration limit but are consumable
at lower prices to the public approaching the store closing time. Suboptimal food acceptance generally
increases as prices drop, and discounts help promote products that sell less well [15], [19].
Although several studies have discussed food waste in developed countries, the discussion of food
waste at retail stores is still little explored, especially in developing countries. This is very important since
retail stores can affect the two sides involved, namely the public and sellers. This study analyzes public
knowledge, attitudes, and behavior toward suboptimal product price offers in retail stores. The problem in
this study is the high amount of food waste from retail stores that come from internal conditions that cannot
be controlled. This triggers the significant costs incurred by the shop to process the waste produced by the
local government. A consumer approach based on knowledge, attitudes, and behavior can certainly be a
consideration for a speedy recovery. Knowledge of suboptimal products can influence consumer attitudes and
behavior in considering price offers, which indirectly impacts reducing food waste in retail stores. Knowing
consumers' knowledge, attitudes, and behavior regarding suboptimal products may help predict the strategies
that the store can plan. Knowledge, attitude, and behavior surveys can also collect information about what a
given population knows, believes, and does about food waste. The study is essential since it potentially
encourages public consideration in buying these food products because disposed of suboptimal food products
represents a significant quantity of food waste. This contributes to understanding the relationship between
public knowledge, attitudes, and behaviors and the price offers set by retailers on suboptimal food products.
It can also contribute as an initiative to reduce food waste through food with reduced prices available in the
market. Therefore, this research can help retailers to obtain recommendations related to food selling and food
product policymaking that can support the selling of food that is not wasted in retail stores because
suboptimal food indirectly plays an essential role in the food supply chain [20].
2. RESEARCH METHOD
This quantitative research employed a questionnaire-based survey method that took place in retail
areas. This method is relevant since it has been applied in previous research. Data collection was carried out
between November 2021–January 2022. Quantitative data were analyzed using SPSS 25 software using
multiple linear regression to identify whether free variables (knowledge, attitudes, and behaviors) influenced
bound variables (price offers). Validity and reliability test were carried out beforehand as a pretesting stage
using questionnaire questions with a minimum respondent target of 30 people. The list of statements in the
questionnaire is presented in Table 1.
The retail stores involved in this study include store A (Beji District), store B (Sukmajaya District),
and store C (Tapos District). The selection of store locations was considered suitable to answer the research
questions. The population in this study was the average number of visitors in each food retail store for eight
days. The number of visitors in each retail store was recorded based on observation. The observation was
carried out by looking at visitor data for the previous seven days (based on the store's operational schedule)
in advance. Subsequently, the average visitor number was multiplied by the number of sampling days
(eight days) to determine the population. Population and total samples are presented in Table 2. Samples of
visitors were selected by accidental sampling, in which respondents were selected based on random and
coincidental encounters in retail stores. Target respondents without specific criteria only depend on the
possibility and willingness of visitors to become research samples. The number of minimum samples of
respondents was determined using the Slovin formula as follows:
Knowledge, attitude and behavior on utilizing suboptimal food related public health (Waode Dea Astria)
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𝑁
𝑛= (1)
1+𝑁𝑒 2
Information:
n = number of samples (minimum)
N = population size
e = error (10%)
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productive age (26-35 years). Among the respondents, 62.8% were married, 31.4% was private employee,
60.2% was senior high school or diploma. More than 61.0% of respondents were living in a household size of
family member 3-5 person, and 42.0% were living in the middle class (income 3-5 million IDR/month). Data
on the demography characteristics of respondents are presented in Table 3.
Before multiple linear regression testing, one of the conditions that must be carried out was to test
the classical assumptions to observe the best results from the data. A classical assumption test generally
consists of normality, multicollinearity, and heteroscedasticity tests. The data normality test can be carried
out using the Kolmogorov Smirnov one sample, namely with the provision that if the significant value is
above 0.05, the data is normally distributed. Meanwhile, if the one sample Kolmogorov Smirnov results
show a significant value below 0.05, then the data is not normally distributed. Based on Table 4, the
normality test was carried out through the Kolmogorov–Smirnov test resulting in Asymp. Sig. (2-tailed)
value of 0.200, suggesting that the data of this study were generally distributed since the significance value
was 0.200>0.05. The results of the inner normality test are presented in Table 4.
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The multicollinearity test aims to test whether the regression model finds a correlation between the
independent variables. The effect of this multicollinearity is to cause high variables in the sample. It means
that the standard error is significant, as a result, when the coefficients are tested, the t-count will have a
smaller value than the t-table. This shows that there is no linear relationship between the independent
variables affected by the dependent variable. To find whether or not multicollinearity exists in the regression
model, it can be seen from the tolerance value and the variance inflation factor (VIF) value. Tolerance
measures the variability of the selected independent variables, which other independent variables cannot
explain. So a low tolerance value is the same as a high VIF value (VIF=1/tolerance) and indicates high
collinearity. The commonly used cut-off value is a tolerance value of 0.10 or the same as a VIF value above
10. From Table 5, it can be seen that the tolerance value is higher than 0.10 in all variables. Likewise, the
VIF value is below 10 in all variables, suggesting that this study found no multicollinearity.
This test aims to test whether there is variance discomfort in a regression model from one residual
observation to another. If the variants are different, it is called heteroscedasticity. One way to determine
whether there is heteroscedasticity in a multiple linear regression model is to look at the scatterplot graph or
the predicted value of the dependent variable, namely SRESID (studentized residuals) is a standardized
residual value, with a residual error ZPRED (standardized residual) is a standardized residual value. If there
is no specific pattern and it does not spread above and below zero on the y-axis, then there is no
heteroscedasticity. A good model does not have heteroscedasticity. Figure 1 demonstrates that specific
patterns and plot points are evenly spread. Hence, it can be concluded that there was no heteroscedasticity in
this study.
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have a value of -0.386. The coefficient of 0.235 of the variable X1 (knowledge) suggests that any increase in
the knowledge variable will affect the price offered by 0.235 assuming other variables are constant. The
coefficient of 0.114 of the X2 (attitude) suggests that any increase in the attitude variable will affect the price
offered by 0.114 assuming other variables are constant. Lastly, the coefficient of 0.130 of the variable X3
(behavior) suggests that any increase in the behavior variable will affect the price offered by 0.130 assuming
other variables are constant. The results of the multiple linear regression test equations are presented in Table 6.
The coefficient of determination R square essentially measures how far the model can explain the
dependent variables. The coefficient of determination is zero and one. The small value of R square means
that the ability of the independent variables to explain the variation in the dependent variable is minimal. A
value close to one means that the independent variables provide almost all the information needed to predict
the interpretation of the dependent variable. Based on Table 7, the analysis of the coefficient of determination
(R-square) resulted in a value of 0.593 (59.3%). This shows that 59.3% of the influence on the bound
variables (price offers) originates from the free variables (knowledge, attitudes, and behaviors), while other
variables outside the study influenced 40.7%.
The F test shows whether all the independent variables included in the model have a simultaneous
effect on the dependent variable. The F test is carried out by comparing the calculated F value with the F
table and seeing a significance value of 0.05. F table was obtained from the results of 5% probability and
df1=3, df2=274-2=272 with 2.638. Based on Table 8, the F test (simultaneous significance) resulted in an F
count of 131.120 and a significance value (p-value) of 0.000. Following the interpretation of F count >F table
(131.120>2.638) and the significance value of 0.000<0.05, Ho was therefore rejected, and Ha was accepted.
Consequently, variables X1 (knowledge), X2 (attitude), and X3 (behavior) simultaneously had a significant
effect on variable Y (price offer).
Table 8. F test
ANOVA
Model Sum of Squares Df Mean Square F Sig.
1 Regression 1747.778 3 582.593 131.120 .000b
Residual 1199.663 270 4.443
Total 2947.441 273
a. Dependent variable: price offer
b. Predictors: (constant), behavior, attitude, knowledge
The T test used a significance level of 0.05 (5%). T table of 1.969 was obtained through a
probability of 5% and df=274-2=272. Based on Table 9, the T-test (partial significance) indicated that in
variable X1 (knowledge) against variable Y (price offer), a T count of 8.695 was obtained with a significance
value (p-value) of 0.000. Since T count >T-table (8.695>1.969) and the significance value (p-value) of
0.000<0.05, Ho was rejected, and Ha was accepted. Therefore, variable X1 (knowledge) partially
significantly affects variable Y (price offer). In variable X2 (attitude) against variable Y (price offer), a T
count of 3.231 was obtained with a significance value (p-value) of 0.000. Since T count >T table
(3.231>1.969) and the significance value (p-value) of 0.001<0.05, Ho was rejected, and Ha was accepted.
Therefore, variable X2 (attitude) partially affects variable Y (price offer). Lastly, in variable X3 (behavior)
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against variable Y (price offer), a T count of 3.054 was obtained with a significance value (p-value) of 0.000.
Since T count >T table (3.054>1.969) and the significance value (p-value) of 0.002<0.05, Ho was rejected,
and Ha was accepted. Therefore, variable X3 (behavior) partially affects variable Y (price offer).
Table 9. T-test
Coefficients
Unstandardized coefficients Standardized coefficients
Model B Std. Error Beta T Sig.
1 (Constant) -.386 .621 -.622 .535
Knowledge .235 .027 .521 8.695 .000
Attitude .114 .035 .182 3.231 .001
Behavior .130 .043 .154 3.054 .002
a. Dependent variable: price offer
In reducing food waste, the retail stores presented price offers on products approaching the
expiration limit and those with less than perfect physical appearance. Consumers assess the risk of
suboptimal product hazard by looking for label information criteria related to its safety. Suboptimal products
are more risky, consumers tend to decide longer to accept the product. If the shelf life of food decreases,
consumer perceptions of food quality and safety will also decrease. Knowledge and attitudes can increase
behavioral control of awareness and importance of the dangers of disposing of food waste [21], [22]. Each of
the three stores studied made a price offer by displaying cheaper price tags to attract the attention of visitors
and the public. The strategy is the easiest and quickest to implement, although it may trigger financial losses
and create a bad image for the stores [23]. Its support this research, which states that price offers are
sometimes needed to encourage suboptimal food acceptance by society [24]. This also mentions that price
offers to encourage people to purchase suboptimal products. Therefore, retailers adjust the prices of
suboptimal food products to attract public attention [15]. Consumers perceive that if the retail store motive
behind this strategy is positive, consumers will show a better attitude towards retail stores. It highlighted
those public choices, price offers, and wasteful behaviors on suboptimal products are influenced by
demographic characteristics, personality, and public perceptions. There is a different public reaction to the
practice of price bidding [25]. Price offers at retailers can cause positive and negative reactions based on the
internal influence of individuals (knowledge, attitudes, and behaviors).
This research is dominated by female, productive age (26-35 years) and have income between
3-5 million IDR/month. The analysis shows that there is a significant and positive influence between public
knowledge, attitudes, behavior, and price offer. This shows that the higher the public knowledge, attitudes,
and behavior, the more it will lead to the public interest in the price offers presented by retail stores. Thus, it
can be concluded that public knowledge, attitudes, and behaviors impact reducing food waste in stores. This
strategy also increases knowledge about the problems that affect the environment from food waste, especially
expired food which is immediately disposed of without prior processing, even though it is still edible. This is
also to increase consumer interest through their personal norms to pay more attention to suboptimal foods.
[26]. Although consumers make purchasing decisions by considering all offerings as a whole, price-related
offers have the strongest influence, especially in developing countries. Therefore, offerings have a very
important role in conveying and informing consumers about suboptimal product characteristics, in the
process of product acceptance and making purchasing decisions [27], [28]. Purchasing less than optimal food
will not cause harm, including product safety, but also the quality of money. Uncertain knowledge and
attitudes can encourage or inhibit purchasing behavior towards suboptimal food even though the store has
tried to lower prices [29]. The store must strengthen the condition of the internal storage that is still worth
selling to get a positive attitude from consumers so that consumers can get feedback and knowledge to buy
essential foods that are less than optimal. Stores are prohibited from hiding anything when consumers choose
suboptimal foods and must display them to consumers practically and realistically. It was suspected that the
public has experienced or is beginning to understand that the practice of offering prices can accelerate the
flow of sales of suboptimal products. In addition, considering Indonesia is a developing country, this allows
suboptimal food products afforded by people with lower incomes. This proves that sustainability can be
achieved through price offers in retail stores. Therefore, a price management strategy by retail stores is highly
recommended, especially about optimally reducing and preventing food waste [30]. In line with the inverted
pyramid in the food waste hierarchy, the top priority is a reduction from the source, although the price offers
given to the public cannot eliminate the potential for food waste. In addition, a price offer strategy can
change people's decisions in purchasing food based on their personalities. People tend to observe the physical
characteristics of products based on the price offered. Price offers on suboptimal products are considered to
be able to attract attention and give signals to the public. However, several studies disagree with the idea and
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argue that reducing product prices does not entirely affect people's behavior. This is based on many
considerations, such as psychological factors and the norms of each individual. One of the differing opinions
is food products with low prices tend to have a bad opinion in society. The product is considered to have no
selling value and has experienced a significant nutritional decline [31], [32]. It makes people reluctant to
glance let alone buy it. This suggests that the effect of price reduction does not guarantee that it will
significantly influence public behavior. Therefore, it is crucial that during the price offer program, retail
stores include guarantees of safety and quality of suboptimal food products to convince the public.
Studies that explain the relationship and descriptions between public knowledge, attitudes, and
behavior toward price offers are minimal. Previous studies tend to highlight the relationship between the
three factors (knowledge, attitudes, and behaviors) and the intensity of purchase intentions. This study
attempts to present the perspective that stores can use their resources (the public) to control food waste
reduction. This cannot be continuously implemented without the stores' control. It is feared that the food
waste only shifts from stores to homes, creating additional household waste. Although the knowledge,
attitude, and behavior model can overcome this gap to understand how knowledge relates to attitudes clearly,
and practices towards suboptimal product price offer in retail stores. The limitation of knowledge, attitude,
and behavior is that the attitude analysis in the knowledge, attitude and behavior model does not relate it to
other related factors, such as beliefs and emotions, both positive and negative. Recommendations for further
research need to consider additional factors by using all aspects of knowledge, attitudes, and behavior toward
price offers to determine the extent of knowledge, attitudes, and behavior aspects of the entire population.
Moreover, attitudes and behaviors less specific to price offers should be developed through group discussions
and in-depth interviews as a multidimensional measure.
4. CONCLUSION
This research was conducted to determine the influence of public knowledge, attitudes, and behavior
on price offers. This study collected data from 274 store visitors from store A (Beji District), store B
(Sukmajaya District), and store C (Tapos District) with different backgrounds using a questionnaire (Likert
scale). The results significantly influence public knowledge, attitudes, and behavior toward price offers. This
study significantly impacts stores because of consumer behavior toward suboptimal products. This finding
proves that the price offers approach can increase consumer behavior to buy less than optimal food and can
be an effective marketing strategy and tool in the short term to help reduce food waste. However, it depends
on the availability of consumers to receive it. Therefore, it is important to increase public confidence in
suboptimal food products that are safe for consumption. It is also an assumption that retail stores can build a
positive image with feedback that benefits consumers. Future research is expected to examine the
respondents' demographic details to determine whether these variables influence or contribute to price offer.
ACKNOWLEDGEMENTS
This research was funded by Interrnal Grant, School of Environmental Science, Universitas
Indonesia 2022, with contract number PKS-0012/UN2.F13.D1/PPM.00.04/2022. We would like to convey
our gratitude and sincere thanks to Cluster Interaction, Community Engagement, and Social Environment,
School of Environmental Science, Universitas Indonesia (https://social.sil.ui.ac.id/), who has helped in the
process of technical editing and reviewing articles.
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BIOGRAPHIES OF AUTHORS
Int J Public Health Sci, Vol. 12, No. 2, June 2023: 716-725
Int J Public Health Sci ISSN: 2252-8806 725
Knowledge, attitude and behavior on utilizing suboptimal food related public health (Waode Dea Astria)