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Jelyn Ann P. Bibat, Rinoah Marianne A. Crisostomo, Czyreen Dainer N. Pinili, Jasmin Ella Sophia D. Ruma |
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The psychological factors influencing suboptimal food customer purchasing intent: Operational strategies for retailers in Manila |
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112 pages |
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Feasibility Study: (BSBA major in Operations Management) - Pamantasan ng Lungsod ng Maynila, 2024 |
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56 |
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Abstract Food waste has been a constant challenge in the food retail industry, with businesses such as supermarkets accumulating 40% of its total food waste contribution. Food waste often occurs due to issues like unsold suboptimal food, which are food products that are still perfectly edible but may differ from typical customer standards. Suboptimal foods are left unsold in supermarkets due to negative customer purchasing intent. Thus, this study sought to examine the correlation between the five identified psychological factors-attitude, subjective norms, perceived behavioral control, price consciousness, and environmental concern-on suboptimal food and the purchasing intent of supermarket customers in the City of Manila. Consequently, this study aimed to propose operational strategies to food retailers to increase customer purchasing intent regarding suboptimal food. This study employed a quantitative, descriptive-correlational design wherein a 4-point Likert scale was utilized in the survey questionnaire, and the convenience sampling technique was used to gather respondents. Moreover, this study adapted an extended model of the Theory of Planned Behavior as its theoretical foundation. The results of this study, which supported previous studies, indicated a significant positive relationship between all the five identified psychological factors on suboptimal food and customer purchasing intent. Consequently, this study proposed supermarket retailers to implement proper facility management and quality control, accurate demand forecasting, and sustainable supply chain to increase positive customer purchasing intent on suboptimal sampling technique was used to gather respondents. Moreover, this study adapted an extended model of the Theory of Planned Behavior as its theoretical foundation. The results of this study, which supported previous studies, indicated a significant positive relationship between all the five identified psychological factors on suboptimal food and customer purchasing intent. Consequently, this study proposed supermarket retailers to implement proper facility management and quality control, accurate demand forecasting, and sustainable supply chain to increase positive customer purchasing intent on suboptimal food. Key words: Theory of Planned Behavior, suboptimal food, attitude, subjective norms, perceived behavioral control, price consciousness, environmental concerns, customer purchasing intent, food waste, supermarket, |
| Uniform Resource Identifier |
<a href=""></a> |
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lcc |
| Item type |
Book |