Safety as a Sustainable Trust Mechanism: The Lingering Emotional Impact of the Pandemic and Digital Safety Communication in the Restaurant Industry

Keeyeon Ki-cheon Park, Jin Young Jun and Jong Min Kim ()
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Keeyeon Ki-cheon Park: Department of Business & Finance Education, Kongju National University, Gongju 32588, Republic of Korea
Jin Young Jun: Department of International Trade, College of Social Sciences, Konkuk University, Seoul 05029, Republic of Korea
Jong Min Kim: Department of International Trade, College of Social Sciences, Konkuk University, Seoul 05029, Republic of Korea

Sustainability, 2025, vol. 17, issue 12, 1-18

Abstract: This study investigates how pandemic-induced emotional disruption has reshaped sustainable consumer behavior in the digital age, with a focus on the continued influence of safety measures in the restaurant industry. As societies transition beyond COVID-19 restrictions, health-related anxieties persist, driving consumers to prioritize hygiene and risk reduction in their decision-making. Drawing on large-scale data from TripAdvisor and OpenTable, we analyze the effects of digitally communicated safety protocols on restaurant booking behavior across major U.S. cities. Our findings reveal that safety communication remains a salient factor in consumer choice, even after the acute phase of the pandemic. This effect is particularly pronounced in lower-tier restaurants, where visible digital safety signals help build trust and compensate for weaker brand equity. Conversely, in upscale establishments, where baseline hygiene standards are presumed, the marginal benefit of safety signaling is reduced. The study also identifies enduring patterns of emotional expression and anxiety in online reviews, indicating the long-term psychological imprint of the pandemic on consumer sentiment. By situating safety communication as both a psychological reassurance mechanism and a strategic digital marketing tool, this research contributes to the emerging discourse on sustainable marketing in post-crisis contexts. The results offer theoretical and managerial insights into how businesses can integrate health assurance into long-term brand strategies, reinforcing trust and resilience in digitally mediated, post-pandemic consumption environments.

Keywords: safety measures; pandemic trauma; consumer trust; perceived risk theory; restaurant industry; digital transparency (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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