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Purpose This study identifies an effective communication strategy for promoting restaurants’ green efforts to customers by using different types of green advertisement messages. This study aims to investigate the relative persuasiveness of attribute-based versus benefit-based appeal messages in green restaurant advertisements and their matching effect with different types of green practices in the restaurant (environment-focused green practices vs food-focused green practices) and with different types of restaurants (fine dining vs fast casual dining) on customers’ attitude and visiting intention toward green restaurants. Furthermore, the study examines a moderating effect of restaurant types to assess whether the matching effects between types of messages and types of green practices work differently within the different types of restaurants. Design/methodology/approach A 2 (attribute-based vs benefit-based messages) × 2 (food-focused vs environment-focused green practices) × 2 (fast casual vs fine dining restaurants) between-subject experimental design was used to test the proposed hypotheses. An online scenario-based survey was developed and distributed to online panel members in the USA. Ultimately, 363 responses were used for data analyses. ANOVA and t-test were conducted to analyze the data. Findings The results indicate that benefit-based messages are generally more persuasive than attribute-based messages in green restaurant advertisements. For restaurants with food-focused green practices, an advertising message emphasizing the benefit of food-focused green practices (benefit-based message) would be more effective than an advertising message describing their tangible efforts to show the greenness of the restaurant (attribute-based message). For fine dining restaurants, a green advertisement with benefit-based information would be more persuasive than attribute-based information. This study further showed that the aforementioned interaction effect between types of green practices and types of messages was salient for fine dining restaurants. Originality/value This research is one of the few studies in restaurant management to examine the green communication effectiveness in terms of the types of green practices and the types of advertising message framing. By comparing the relative persuasiveness of green advertisements on consumers’ attitudes and behavior intentions, this study provides suggestions for restaurant professionals to make effective green communication strategies based on the type of green practices the restaurant primarily uses and the type of restaurant the manager is operating.

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Summary Hempseed products are projected to receive great potentials due to the rapid growth in the US market. Industrial hemp has been an important crop for food, fibre and medicine applications. Hempseed products can be used as nutraceutical supplements and functional foods for human and can be applied for animal feed. This review provides a comprehensive summary of nutritional quality and health benefits of hempseed which is attributed to high levels of essential fatty acids and other PUFAs in the oil, with a rich source of essential amino acids in highly digestible protein. This review examines the impact of extraction methods on oil yield and bioactive compounds, nutrition value, and food application of hemp protein‐extracted products, including meal, protein isolate and protein concentrate. Recent research related to the understanding chemical composition, nutritional value, health benefits, processing impact, functional properties of hempseed products, and their application for food and feed is presented.

Purpose This study aims to investigate consumers’ intention to use onsite restaurant interactive self-service technology (ORISST) using a modified value attitude-behavior model. To extend the understanding of how consumers’ dining value focus could influence their intention to use ORISST, this study examines the conditional indirect effects of restaurant type (quick-service vs fine-dining) within the proposed model. Design/methodology/approach An online survey was developed and distributed to randomly selected respondents in the USA. A total of 588 (quick-service: 295; fine-dining: 293) responses were used for the data analysis. Structural equation modeling with a robust maximum likelihood method was used to examine the proposed model. To investigate the moderated effects of restaurant type, a latent moderated mediation model was used. Findings The results showed that consumers’ value perceptions toward technology use in restaurants influenced their intention to use ORISST via both hedonic and utilitarian expectations. Latent moderated mediation analyzes revealed that the mediation effect of hedonic expectation between perceived value and the intention was stronger in fine-dining than in quick-service restaurants. Originality/value This study extends the understanding of consumer intentions to use interactive self-service technology in restaurants by building on a model that is customer-oriented instead of tech-specific. Furthermore, the conditional effects of restaurant type are investigated using the latent moderated structural equation method. The findings of this study provide guidelines for managers of quick-service and fine-dining restaurants to better incorporate ORISST in their restaurants, to boost customer experiences and to increase operational efficiency.