Social and Personal Norms in Shaping Customers’ Environmentally Sustainable Behavior in Restaurants’ Social Media Communities-Reference-Cited by-同舟云学术

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

Published:2023-04-09 Issue:8 Volume:15 Page:6410
ISSN:2071-1050
Container-title:Sustainability
language:en
Short-container-title:Sustainability

Author:

Jang Yoon-Jung¹^ORCID,Kim Eojina²^ORCID

Affiliation:

1. School of Hotel, Food Service & Culinary Arts, Woosong University, Daejeon 34606, Republic of Korea

2. Howard Feiertag Department of Hospitality and Tourism Management, Virginia Tech, Blacksburg, VA 24061, USA

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.

Publisher

MDPI AG

Subject

Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction

Link

https://www.mdpi.com/2071-1050/15/8/6410/pdf

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