The Impact of Actual Purchase Decision Towards Circular Behavior: A Case of Food Delivery Application Usage by Urban Millennials

Abstract

The purpose of this study is to examine the impact of actual purchase decision toward circular behavior in case of food delivery usage by urban millennials in Jakarta City as The Capital of Indonesia. The increasing use of the Internet and the ease of getting food through food delivery application led to increased consumption by customers which has resulted in widespread of food waste. Quantitative method and online survey questioner techniques are used. Pre-test and pilot test are done to establish the credibility of the research. In total 160 valid samples are examined by SPSS and PLS SEM. Results show that actual purchase decision by urban millennials in Jakarta is positive and significant toward circular behavior actions. The sociodemographic analysis revealed that married women with Bachelor degree use grab food up to 5 times in a month and pay with digital wallet is the most frequent user. The effect size (F2) purchase decision toward circular behavior is relatively high with score 45.9%. Meanwhile, the R2 value is low with total score 31.5%.