Reducing Food Waste in Indonesia: Examining the Moderating Roles of Impulsive Buying and Value-Seeking in Discount Strategies

This study examines the application of discount strategies to reduce consumer food waste in Indonesia, focusing on the interplay between bundling discounts as short-term interventions and loyalty member discounts as long-term interventions. Indonesia is a country facing serious environmental and economic challenges due to its position among the largest generators of food waste in the world. This research investigates the impact of bundling discounts, moderated by impulsive buying, and loyalty member discounts, moderated by value-seeking behavior, on reducing food waste. In a quantitative approach, SEM was employed, with data sampled through questionnaires distributed across major Indonesian cities renowned for their large restaurant industries, including Bali, Jakarta, Yogyakarta, and Malang. A total of 350 questionnaires distributed resulted in 312 being eligible for further analysis. The findings indicate that bundling discounts have certain positive effects, which are usually weakened by impulsive buying, leading to over-purchasing. However, loyalty member discounts have stronger and more sustainable impacts, mediated by value-seeking behavior that encourages planned and responsible consumption. These findings highlight that tailored discount strategies have a critical role in food waste reduction, while loyalty programs provide an effective framework for sustainability. Insights from this study put restaurant managers and policymakers in a better position to align Indonesia’s discount strategies with its sustainability goals and to advance responsible consumption practices in the restaurant sector.