Digital Communication Innovation of Food Waste Using the AISAS Approach: Evidence from Indonesian Adolescents

Abstract

The Attention, Interest, Search, Action, and Share (AISAS) model describes consumer behavior in the era of the Internet and technological advances. This study aimed to analyze the effects of attention, interest, information seeking, and action on knowledge sharing on the issue of food waste. The respondents in this study were 302 students aged between 16 and 25 years across 11 universities in Indonesia, who were either members of a food waste community or not. Respondents were selected using the voluntary sampling method. Data were collected using an online self-administered questionnaire, and analyzed using structural equation modeling through the LISREL 8.80 software. The results of this study reinforce the theory of the AISAS model, which sometimes operates linearly. Our findings revealed that attention had a direct effect on interest and information search; interest had a direct effect on information search and action; information search had a direct effect on knowledge sharing; and actions had a direct effect on knowledge sharing. Suggested government measures include providing advertisements related to food waste that incorporate designs, sounds, visuals, and content to reflect emerging trends. Communities need to increase awareness to reduce food waste through concrete actions or knowledge sharing to rouse public interest.