Social and Personal Norms in Shaping Customers’ Environmentally Sustainable Behavior in Restaurants’ Social Media Communities

Yoon-Jung Jang () and Eojina Kim
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Yoon-Jung Jang: School of Hotel, Food Service & Culinary Arts, Woosong University, Daejeon 34606, Republic of Korea
Eojina Kim: Howard Feiertag Department of Hospitality and Tourism Management, Virginia Tech, Blacksburg, VA 24061, USA

Sustainability, 2023, vol. 15, issue 8, 1-14

Abstract: This study aimed to investigate how personal and social norms affect customer engagement with social media that promote environmentally sustainable behaviors. A self-administered survey of potential participants was conducted. Hypothesized relationships were tested using structural equation modeling and multigroup analysis. The findings confirmed the strong positive effect of social norms on customer engagement; this engagement had a significant influence on brand commitment and sustainable behavior. The moderating roles of social rewards were indicated by significantly greater effects of social norms on customer engagement in the high social reward group.

Keywords: restaurant; environmentally sustainable behavior; social media; personal norm; social norm (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:8:p:6410-:d:1119285

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