Bridging Intention-Behavior Gap in Food Rescue App Usage

Khaerunnisa Nur Fatimah Syahnur (Institut Teknologi dan Bisnis (ITB) Kalla, Makassar, Indonesia)
Mulyana Sari (Institut Teknologi dan Bisnis (ITB) Kalla, Makassar, Indonesia)
Mirandha Ariesca Riana (Institut Teknologi dan Bisnis (ITB) Kalla, Makassar, Indonesia)

JURNAL MANAJEMEN BISNIS
Vol. 13 No. 2 (2026): September

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.