The high volume of global food waste in recent years has brought about economic and environmental catastrophes. At the retail level, food waste occurs as a consequence of maintaining high aesthetic standards, such as tossing out imperfect foods or foods that are nearing “best before” or expiry date. This study aims to investigate factors affecting consumer intention to buy near-expired bread in Indonesia, the world’s largest importer of wheat grain and a growing market for the bread industry. Previous studies have demonstrated that price consciousness and sale proneness are predictors of purchase intention of perishable foods. This research extends previous studies by incorporating perceived product quality in the purchase intention of near-expired bread. This study gathered 258 Indonesian consumers of near-expired bread. By using SEM-PLS approach, this study demonstrates that price consciousness, sale proneness, and product quality have positive and significant effects on purchase intention of near-expired bread. The results of this research provide guidelines for bakery shops owners and marketers on how to sell near-expired bread thereby reducing food waste and recouping financial losses due to production excess.

中文翻译：

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不浪费：在印度尼西亚出售即将到期的面包

近年来，全球大量的食物浪费造成了经济和环境灾难。在零售方面，由于保持较高的审美标准而导致食物浪费，例如扔掉不完美的食物或接近“最佳”或有效期的食物。这项研究旨在调查影响消费者购买印度尼西亚临近过期面包的意愿的因素，印度尼西亚是世界上最大的小麦谷物进口国，并且面包行业的市场正在增长。先前的研究表明，价格意识和销售倾向是易腐食品购买意愿的预测指标。这项研究通过将感知到的产品质量纳入即将过期的面包的购买意图中，扩展了先前的研究。这项研究收集了258名印度尼西亚快到期面包的消费者。通过使用SEM-PLS方法，这项研究表明，价格意识，销售倾向和产品质量对即将过期的面包的购买意愿具有积极而显着的影响。这项研究的结果为面包店老板和营销商提供了如何出售即将过期的面包的指南，从而减少了食品浪费并弥补了因生产过剩而造成的经济损失。