Beyond taste: examining sustainable value, perceived CSR and consumer behaviour in the restaurant industry

Abstract

PurposeAs perceived corporate social responsibility (CSR) has become one of the long-term sustainable development strategies for many companies, this paper investigates the interrelationships between sustainable values (SVs), perceived CSR and customer behaviour in the restaurant industry.Design/methodology/approachTo gather data needed to meet the study aims, we conducted an online survey of restaurant patrons in China, and used partial least squares structural equation modelling (PLS-SEM) to analyse the proposed models and test the hypotheses.FindingsThe obtained findings confirm that the three studied SV dimensions (equality, respect for nature and shared responsibility) have positive effects on perceived CSR, which in turn significantly affects word of mouth (WOM). Moreover, perceived CSR mediates the relationship between the three SVs and WOM but has no impact on the relationship between SVs and revisit intention.Practical implicationsThe results of this study have practical implications for managers in the restaurant industry. Restaurant managers can prioritize their CSR efforts based on the relative importance of SV dimensions, which is useful in generating positive WOM.Originality/valueEven though the importance of CSR is widely recognised, it is insufficiently studied from the perspective of restaurant customers. This research not only addresses this gap, but also expands the current understanding of SVs and their impact on CSR.