Bridging Intention-Behavior Gap in Food Rescue App Usage
DOI:
https://doi.org/10.33096/jmb.v13i2.1649Keywords:
Actual usage behavior, Digital sustainability, Food rescue applications, IndonesiaAbstract
The emergence of food rescue applications offers a digital solution to reduce food waste and promote sustainable consumption. However, their effectiveness depends on users’ actual usage rather than intention alone. This study aims to examine the transition from behavioral intention to actual usage behavior by incorporating habit and moral norm. A survey was conducted with 153 users of food rescue applications in Indonesia. The results show that behavioral intention, habit, and moral norm significantly influence actual usage behavior, with moral norm as the strongest predictor. This study highlights the importance of ethical and behavioral factors in digital sustainability.
Downloads
References
Amoroso, D., Lim, R., Lei, J., & Saxena, A. (2023). A Study of Satisfaction and Loyalty for Continuance Intention of Mobile Wallet in India: International Journal of E-Adoption, 15(1), 1–18. https://doi.org/10.4018/IJEA.319313
Apostolidis, C., Brown, D., Wijetunga, D., & Kathriarachchi, E. (2021). Sustainable value co-creation at the Bottom of the Pyramid: Using mobile applications to reduce food waste and improve food security. Journal of Marketing Management, 37(9–10), 856–886. https://doi.org/10.1080/0267257X.2020.1863448
Asfarian, A., Ramadhan, D. A., Sukmasetya, P., Byputra, F., Siregar, R. S., Ridha, A., & Kusumah, F. S. F. (2024). A Survey of Digital Nudges for Fostering Responsible Consumption Behavior in Indonesia Digital Services. 1359(1). Scopus. https://doi.org/10.1088/1755-1315/1359/1/012012
Chandra, A. R., Lita, R. P., Ma Ruf, M. R., & Sari, D. K. (2025). Awareness and Responsibility of Food Waste Behavior among College Students. Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 12(2), 223–230. https://doi.org/10.30871/jaemb.v12i2.8816
Chen, L., & Chen, A. N. K. (2022). Bridging the information privacy intention-behavior gap by implementation intention. Scopus. 28th Americas Conference on Information Systems, AMCIS 2022. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85192534600&partnerID=40&md5=a50d8c182ba81f16510b99ee269ba604
Cho, Y., & Kwon, G. H. (2025). Understanding service robot adoption and resistance from a service provider perspective. Technological Forecasting and Social Change, 210, 123885. https://doi.org/10.1016/j.techfore.2024.123885
Cimino, A., Coniglio, I. M., Corvello, V., Longo, F., Sagawa, J. K., & Solina, V. (2024). Exploring small farmers behavioral intention to adopt digital platforms for sustainable and successful agricultural ecosystems. Technological Forecasting and Social Change, 204, 123436. https://doi.org/10.1016/j.techfore.2024.123436
Ciocîrlan, A.-B., & Rowe, R. (2025). On the road to sustainability: Applying an extended Theory of Planned Behaviour model to energy-saving transportation practices. PLOS One, 20(6), e0325196. https://doi.org/10.1371/journal.pone.0325196
Dongshuo, S., & Yie, L. W. (2025). A Literature Study on GenAI Adoption Behavior from the UTAUT Perspective. (4).
Dwivedi, Y. K., Rana, N. P., Tamilmani, K., & Raman, R. (2020). A meta-analysis based modified unified theory of acceptance and use of technology (meta-UTAUT): A review of emerging literature. Cyberpsychology, 36, 13–18. https://doi.org/10.1016/j.copsyc.2020.03.008
Eitiveni, I., Sunarso, F. P., Wirani, Y., & Harlim, S. (2025). Analysis of factors influencing use intention of food rescue applications: A case study of surplus Indonesia. Sustainable Futures, 10, 100948. https://doi.org/10.1016/j.sftr.2025.100948
ElHaffar, G., Durif, F., & Dubé, L. (2020). Towards closing the attitude-intention-behavior gap in green consumption: A narrative review of the literature and an overview of future research directions. Journal of Cleaner Production, 275, 122556. https://doi.org/10.1016/j.jclepro.2020.122556
Filippelli, S., Ammirato, S., Felicetti, A. M., & Troise, C. (2025). Digital Platforms for Sustainable Development: Unveiling the Psychology of Green Food Choices. Corporate Social Responsibility and Environmental Management, 32(6), 8258–8279. https://doi.org/10.1002/csr.70132
Hagger, M. S., Phipps, D. J., Hamilton, K., Protogerou, C., Girelli, L., Mallia, L., Zhang, C.-Q., & Lucidi, F. (2023). Effects of Habit and Intention on Behavior: Meta-Analysis and Test of Key Moderators. Motivation Science, 9(2), 73–94. https://doi.org/10.1037/mot0000294
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Jahan, N. F., Abhilash, K., & Goes, A. (2025). Seeing is Believing: The Impact of Augmented Reality on Customer Shopping Behavior of Lenskart in Bangalore. 5589 LNNS, 611–623. Scopus. https://doi.org/10.1007/978-981-96-1687-9_43
Keller, V., & Gombos, S. (2025). Household Food Waste Reduction Determinants in Hungary: Towards Understanding Responsibility, Awareness, Norms, and Barriers. Foods, 14(5), 728. https://doi.org/10.3390/foods14050728
Kembau, A. S., Christin, L., Bernanda, D. Y., Makarawung, R. J. N., Sutrisno, J., & Syahputra, H. (2025). Drivers and Barriers of Sustainable Consumption Behavior in Indonesia Impact of Technology and Culture. Scopus. Proceeding - 2025 4th International Conference on Creative Communication and Innovative Technology: Empowering Transformative MATURE LEADERSHIP: Harnessing Technological Advancement for Global Sustainability, ICCIT 2025. https://doi.org/10.1109/ICCIT65724.2025.11167096
Kör, B., Krawczyk, A., & Wakkee, I. (2022). Addressing food loss and waste prevention. British Food Journal, 124(8), 2434–2460. https://doi.org/10.1108/BFJ-05-2021-0571
Kusdiyanto, K., Purwo Saputro, E., Irawati, Z., Murwanti, S., Irmawati, I., & Probowati Setyaningrum, D. (2023). Price, Quality, and Availability Factors on Consumption Intention of Healthy Food. International Journal of Management Science and Information Technology, 3(1), 61–69. https://doi.org/10.35870/ijmsit.v3i1.878
Lo Dato, E., Gostoli, S., & Tomba, E. (2025). Psychological Well-Being and Dysfunctional Eating Styles as Key Moderators of Sustainable Eating Behaviors: Mind the Gap Between Intention and Action. Nutrients, 17(15), 2391. https://doi.org/10.3390/nu17152391
Margariti, K., Hatzithomas, L., & Boutsouki, C. (2024). Elucidating the Gap between Green Attitudes, Intentions, and Behavior through the Prism of Greenwashing Concerns. Sustainability, 16(12), 5108. https://doi.org/10.3390/su16125108
Novianti, T., ’Ilmi, S. W., Muhibuddin, F. W., Chasanah, A., Inayah, I., Hadiarto, A., & Utami, A. D. (2025). HOW MOBILE INTERNET AND E-COMMERCE DRIVE ECONOMIC GROWTH: DISTRICT-LEVEL INSIGHTS FROM INDONESIA. International Journal of Economics and Finance Studies, 17(1), 146–169. Scopus. https://doi.org/10.34109/ijefs.202517109
Oehman, J. M., Babbitt, C. W., & Flynn, C. (2022). What predicts and prevents source separation of household food waste? An application of the theory of planned behavior. Resources, Conservation and Recycling, 186, 106492. https://doi.org/10.1016/j.resconrec.2022.106492
Olga, E. (2024). THE IMPACT OF DIGITAL TECHNOLOGIES ON SUSTAINABLE CONSUMPTION AND PRODUCTION. Reliability: Theory and Applications, 19(Special issue 6), 290–299. Scopus. https://doi.org/10.24412/1932-2321-2024-681-290-299
Ozdemir, C., Kaman, G. S., & Yilmaz, H. (2025). Smart food waste fighters: Insights from mobile apps and users. Journal of Hospitality and Tourism Insights, 8(3), 813–829. https://doi.org/10.1108/JHTI-04-2024-0324
Prasetiyo, B., Suryono, H. G. P., Ramadhian, M. A. R., & Hadiansah, I. (2025). Understanding Generation Z’s Use Behavior Toward Peer-to-Peer Online Transportation Services: A Behavioral Intention Perspective in Indonesia. 758–763. Scopus. https://doi.org/10.1109/ICoDSA67155.2025.11157469
Rausch, T. M., & Kopplin, C. S. (2021). Bridge the gap: Consumers’ purchase intention and behavior regarding sustainable clothing. Journal of Cleaner Production, 278, 123882. https://doi.org/10.1016/j.jclepro.2020.123882
Sarmento, E. M., & Loureiro, S. M. C. (2021). Exploring the Role of Norms and Habit in Explaining Pro-Environmental Behavior Intentions in Situations of Use Robots and AI Agents as Providers in Tourism Sector. Sustainability, 13(24), 13928. https://doi.org/10.3390/su132413928
Shah, S. K., & Zhongjun, T. (2021). Elaborating on the consumer’s intention–behavior gap regarding 5G technology: The moderating role of the product market-creation ability. Technology in Society, 66. Scopus. https://doi.org/10.1016/j.techsoc.2021.101657
Söllner, M., Mishra, A. N., Becker, J.-M., & Leimeister, J. M. (2024). Use IT again? Dynamic roles of habit, intention and their interaction on continued system use by individuals in utilitarian, volitional contexts. European Journal of Information Systems, 33(1), 80–96. https://doi.org/10.1080/0960085X.2022.2115949
Syahnur, K. N. F., Syarif, R., & Arianti. (2024). The Effect of Digital Financial Literacy and Digital Financial Inclusion on Women’s Entrepreneurship Empowerment. Jurnal Manajemen Bisnis, 11(1), 175–187. https://doi.org/10.33096/jmb.v11i1.662
Syahnur, M. H., & Rohman, F. (2025). Technology Adoption in a Decade: A Systematic Review of Key Determinants, Theoretical Frameworks, and Global Trends. https://doi.org/10.31966/jabminternational.v32i2.1571
Tamilmani, K., Rana, N. P., Wamba, S. F., & Dwivedi, R. (2021a). The extended Unified Theory of Acceptance and Use of Technology (UTAUT2): A systematic literature review and theory evaluation. International Journal of Information Management, 57, 102269. https://doi.org/10.1016/j.ijinfomgt.2020.102269
Tamilmani, K., Rana, N. P., Wamba, S. F., & Dwivedi, R. (2021b). The extended Unified Theory of Acceptance and Use of Technology (UTAUT2): A systematic literature review and theory evaluation. International Journal of Information Management, 57, 102269. https://doi.org/10.1016/j.ijinfomgt.2020.102269
Tang, J., & Yang, F. (2025). Value-in-Use and Sustaining Use Intention on E-Commerce Platforms: The Service-Dominant Logic Perspective. Sustainability (Switzerland), 17(3). Scopus. https://doi.org/10.3390/su17031335
The Economist Intelligence Unit and Barilla Foundation. (2021). Fixing Food 2021: An Opportunity for G20 Countries to Lead The Way. foodsustainability.eiu.com
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Wang, Y., Rassler, S., Stefanovski, D., Bender, J., Deutsch, J., Chen, T., Cui, Z., & Dou, Z. (2024). Evidence of animal productivity outcomes when fed diets including food waste: A systematic review of global primary data. Resources, Conservation and Recycling, 203, 107411. https://doi.org/10.1016/j.resconrec.2024.107411
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Khaerunnisa Nur Fatimah Syahnur, Mulyana Sari & Mirandha Ariesca Riana
This work is licensed under a Creative Commons Attribution 4.0 International License.
