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All Journal JURNAL MANAJEMEN BISNIS
Khaerunnisa Nur Fatimah Syahnur
Institut Teknologi dan Bisnis (ITB) Kalla, Makassar, Indonesia
Economics, Econometrics & Finance

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Bridging Intention-Behavior Gap in Food Rescue App Usage Khaerunnisa Nur Fatimah Syahnur; Mulyana Sari; Mirandha Ariesca Riana
Jurnal Manajemen Bisnis Vol. 13 No. 2 (2026): September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v13i2.1649

Abstract

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.
Co-Authors Mirandha Ariesca Riana Mulyana Sari