Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Participation Intentions in Environmental Initiatives within Restaurant Social Media Communities: Exploring the Influence of Reward Types and the Moderating Effect of Social Media Participation Level

레스토랑 소셜미디어커뮤니티에서의 친환경이니셔티브 참여의도: 보상유형의 영향과 소셜미디어 참여수준의 조절효과

  • Jang, Yoon Jung (Sol International Restaurant & Entrepreneurship, Hotel, Restaurant & Culinary Arts School, Woosong University)
  • 장윤정 (우송대학교 호텔외식조리대학 글로벌외식창업전공)
  • Received : 2023.08.16
  • Accepted : 2023.08.28
  • Published : 2023.08.31
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Abstract

The objective of this study was to explore how different types of rewards affect customers' inclinations to engage in environmental activities promoted through restaurant social media platforms. In addition, we investigated the potential moderating role of customer level of participation within the social media community. A total of 202 valid responses obtained by distributing a self-administered survey among restaurant patrons were subjected to hierarchical regression analysis to examine relationships between variables. The findings underscored the significant influence of economic and social rewards on shaping customer intent to participate in environmental initiatives promoted within restaurant social media communities. Furthermore, the study revealed that the extent of customer participation within the social media community moderated the relationship between rewards and their likelihood to partake in environmentally conscious behaviors. These results have meaningful implications for restaurant managers seeking to promote environmental initiatives effectively through social media platforms and within their establishments.

Keywords

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