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.

Assessing the attention-interest-search-action-share (AISAS) model on the traditional textile exhibition visitors

“…These research findings align and support similar observations from other studies, including Sumerta et al [21] , Mulyana et al [20] , Suhud and Allan [6] , Yuliati and Simanjuntak [11] , Javed et al [27] , Pelawi and Aprilia [28] , and Xue et al [13] . The consistency across these studies reinforces the understanding of the pivotal role of search in shaping consumer actions, contributing to a comprehensive view of consumer behaviour in different contexts.…”

“…Particularly noteworthy is the finding that interest significantly influences search behaviour. This discovery aligns with corroborating evidence from studies such as those conducted by Mulyana et al [20] , Yuliati and Simanjuntak [11] , Javed et al [27] , Pelawi and Aprilia [28] , Xue et al [13] , and Sumerta et al [21] , all of which also report a significant impact of interest on search behaviour. These consistent findings underscore the robust relationship between interest and search across diverse contexts and contribute to a more comprehensive understanding of consumer behaviour.…”

“…The research findings presented by Mulyana et al [20] , asserting the significant effects of attention on search, are substantiated by corroborating evidence from studies conducted by Suhud and Allan [6] , Yuliati and Simanjuntak [11] , and Sumerta et al [21] . These independent studies collectively support and reinforce the notion that the attention stage plays a pivotal role in influencing subsequent search behaviour.…”

“…Several studies have examined the impact of action interest, exemplified by Yuliati and Simanjuntak's [11] investigation. Their research delves into the influence of the AISAS model on consumer behaviour, specifically addressing the issue of food waste.…”

“…The research utilised the AISAS model, combined with personal intention and social identity indicators, contributing to the theoretical development of AISAS, weintention, and healthcare applications. Yuliati and Simanjuntak [11] also investigated consumer behaviour in the internet era using the AISAS model, explicitly analysing its effects on knowledge sharing regarding food waste. The study reinforced the AISAS model theory, revealing the direct influence of attention, interest, information search, and action on knowledge sharing.…”