The Impact of Restaurant Social Media on Environmental Sustainability: An Empirical Study

Juan Gabriel Martínez-Navalón, Vera Gelashvili and Felipe Debasa
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Juan Gabriel Martínez-Navalón: Department of Business Economics, Faculty of Social Sciences and Law, Rey Juan Carlos University, Paseo Artilleros s/n, 28032 Madrid, Spain
Vera Gelashvili: Department of Business Economics, Faculty of Social Sciences and Law, Rey Juan Carlos University, Paseo Artilleros s/n, 28032 Madrid, Spain
Felipe Debasa: Department of Contemporary History and Actual World, Faculty of Social Sciences and Law, Rey Juan Carlos University, Paseo Artilleros s/n, 28032 Madrid, Spain

Sustainability, 2019, vol. 11, issue 21, 1-24

Abstract: Social media is currently a powerful way for companies to keep in touch with their customers and promote new products. The main objective of this research paper is to analyze the impact of social media marketing on environmental sustainability in food and beverage service companies in Spain, taking customer satisfaction into account. The variables, such as customer trust, perceived value, and continuance intention, were also studied to determine whether they influence environmental sustainability. In order to achieve the stated objective, a questionnaire was created and the obtained data was analyzed using a PLS-SEM (partial least squares structural equation modeling) methodology. The main conclusion of this study is an important contribution to the academic literature and is also helpful for restaurant managers for planning communication strategies through social media, since environmental sustainability is one of the main concerns of the public.

Keywords: environmental sustainability; social media; restaurants; satisfaction; trust (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:21:p:6105-:d:282887

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