What drives diners' eco-friendly behaviour? The moderating role of planning routine

Shalini Talwar, Puneet Kaur, Rambalak Yadav, Anil Bilgihan and Amandeep Dhir

Journal of Retailing and Consumer Services, 2021, vol. 63, issue C

Abstract: Research focusing on diners' intentions towards leftovers, which are considered one of the main sources of consumer food waste in restaurants, is still at a nascent stage and requires further investigation. The present study attempts to address this gap by investigating the antecedents of diners' intentions to take away leftovers and thereby mitigate food waste in an out-of-home setting. Towards this end, we examined the role of personal and social norms as antecedents of the facilitators, inhibitors, and intentions of taking away leftovers. Using the theoretical lens of the Stimulus-Organism-Response (SOR) paradigm, we tested the proposed hypotheses by analysing data collected from 281 diners residing in the United States through a cross-sectional survey on Prolific Academic. The findings indicate that personal norms are positively associated with facilitators and intentions. In comparison, social norms are positively associated with facilitators but negatively associated with inhibitors. The results also confirmed the mediation effect of facilitators and inhibitors and the moderation effect of planning routine to provide valuable insights into the drivers of pro-environmental/eco-friendly behaviour in out-of-home dining to thus aid strategy formulation and future research.

Keywords: Diners; Facilitators; Food waste; Inhibitors; Personal norms; Social norms (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002447

DOI: 10.1016/j.jretconser.2021.102678

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