Abstract:
The high volume of global food waste in recent years has brought about
economic and environmental catastrophes. At the retail level, food waste occurs
as a consequence of maintaining high aesthetic standards, such as tossing out
imperfect foods or foods that are nearing “best before” or expiry date. This study
aims to investigate factors affecting consumer intention to buy near-expired
bread in Indonesia, the world’s largest importer of wheat grain and a growing
market for the bread industry. Previous studies have demonstrated that price
consciousness and sale proneness are predictors of purchase intention of perishable foods. This research extends previous studies by incorporating perceived
product quality in the purchase intention of near-expired bread. This study
gathered 258 Indonesian consumers of near-expired bread. By using SEM-PLS
approach, this study demonstrates that price consciousness, sale proneness, and
product quality have positive and significant effects on purchase intention of
near-expired bread. The results of this research provide guidelines for bakery
shops owners and marketers on how to sell near-expired bread thereby reducing
food waste and recouping financial losses due to production excess
