Chairani, Alda, Oktadiana, Hera, Rahmanita, Myrza, and Arafah, Willy (2026) Practicing Low-Carbon Tourism: Empirical Research on Digital Consumer-Adapting Circular Behaviour in the Indonesian Food Industry. In: Bhati, Abhishek Singh, Radomskaya, Valeriya, Wood, Jacob, and Josiassen, Alexander, (eds.) The Business of Low-Carbon Tourism: The Case of the Tropics. Routledge Advances in Business, Industry and Trade in the Tropics . Routledge, Abingdon, Oxon, UK, pp. 136-153.

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Abstract

Alda Chairani, Hera Oktadiana, Myrza Rahmanita, and Willy Arafah focus on Indonesia, which has recently been identified as a significant food-wasting nation. In response, the Indonesian government has been promoting low-carbon tourism with a particular emphasis on SDG 12. The authors explore the digital landscape of online food delivery, examining the factors that influence consumers' circular behavior. Their findings reveal that the Motive, Value, Decision, and Behavior (MVDB) model provides a sequential framework to encourage circular behavior among digital consumers in the food industry. Specifically, utilitarian and hedonic motives positively impact consumption value; consumption value, in turn, influences digital decision-making, which ultimately promotes circular behavior. Additionally, consumption value mediates the relationship between hedonic motives and digital decision-making.

Item ID:	86631
Item Type:	Book Chapter (Research - B1)
ISBN:	978-1-032-64806-4
Copyright Information:	© 2026 selection and editorial matter, Abhishek Singh Bhati, Valeriya Radomskaya, Jacob Wood, and Alexander Josiassen; individual chapters, the contributors
Date Deposited:	12 Aug 2025 22:55
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350806 Tourist behaviour and visitor experience @ 80% 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350803 Tourism management @ 20%
SEO Codes:	11 COMMERCIAL SERVICES AND TOURISM > 1104 Tourism services > 110402 Socio-cultural issues in tourism @ 60% 11 COMMERCIAL SERVICES AND TOURISM > 1104 Tourism services > 110401 Economic issues in tourism @ 40%
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