Understanding Consumer Behavior Toward Surplus Food in Online Platforms: A Study on Price, Environmental, and Psychological Factors

This study investigates how attitude, price consciousness, and environmental concern influence consumers’ purchase intentions toward surplus food via online platforms. Grounded in the Theory of Planned Behavior (TPB), the study aims to understand psychological and contextual factors that shape sustainable consumer behavior. The research is motivated by the growing food waste issue in Indonesia, which causes social, economic, and environmental problems. In response, national strategies (e.g., Bappenas) encourage food redistribution platforms and circular economy models to reduce food loss and waste (FLW). A quantitative method using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to data from respondents aged 17 and above residing in Greater Jakarta (Jabodetabek) who have never purchased surplus food online. The findings show that attitude and price consciousness significantly influence purchase intention, while environmental concern does not. These results emphasize the relevance of TPB in explaining surplus food purchase intentions, highlighting the stronger role of internal evaluations and economic considerations compared to environmental awareness. The study contributes to sustainable consumption literature and offers insights for platform developers and policymakers promoting circular food practices.