DETERMINANTS OF WILLINGNESS TO PAY FOR FOOD WASTE MANAGEMENT SERVICES

Abstrak

Food waste management has become a major environmental challenge faced by many countries, particularly in urban areas. This study aims to analyze the psychological, demographic, and socioeconomic factors that may influence the willingness to pay (WTP) for waste sorting services among the youth generation in Jebres District, Surakarta City. This research employs the Contingent Valuation Method (CVM) and binary logistic regression analysis within a quantitative framework. The sample involved 190 youth respondents selected through a specific sampling technique to represent the district's demographics. Data were gathered through structured questionnaires distributed directly to the participants to capture their socio-demographic profiles, psychological traits, and WTP valuations. The collected data were analyzed using CVM to estimate the average WTP value and binary logistic regression to identify the significant determinants of WTP. The results revealed that the average WTP value was Rp 23,443 per month, with age, perceived behavioral control, location, and innovation showing a significant effect on WTP, while other sociodemographic and psychological factors had no significant influence. In conclusion, analyzing the younger generation's willingness to pay serves as a crucial preventive measure against consumerist lifestyles while optimizing their active role in environmental sustainability by supporting adequate waste sorting facilities.