Message framing strategies, food waste prevention, and diners’ repatronage intentions: the mediating role of corporate social responsibility
Publication Date
1-1-2021
Document Type
Article
Publication Title
Journal of Sustainable Tourism
Volume
29
Issue
10
DOI
10.1080/09669582.2020.1867151
First Page
1694
Last Page
1715
Abstract
Building on prospect theory, construal level theory, and corporate social responsibility literature, this study investigated how messaging framing strategies impact buffet diners’ food waste and repatronage intentions using three experimental studies. Findings suggested that framing strategies (gain vs. loss) and point of reference (self vs. others vs. environment) interactively influence diners’ behavioral intentions through corporate social responsibility (CSR). In particular, a gain-framing strategy with self or other-referencing points could enhance perceived CSR and repatronage intentions. However, when the referencing point changes to environment, gain-framed and loss-framed messages result in similar levels of perceived CSR, food waste reduction intentions, and repatronage intentions. Evidence also suggests that the “out of sight, out of mind” phenomenon could occur when it comes to food waste prevention. This study contributes to the literature by delineating the mediation mechanism of perceived CSR between message framing and diners’ behavioral intentions. It also shed light on restaurants’ food waste management, with implications for designing effective communication messages to enhance diners’ engagement in food waste prevention.
Keywords
corporate social responsibility, Food waste, message framing, point of reference, repatronage intention, restaurant
Department
Hospitality, Tourism, and Event Management
Recommended Citation
Yinghua Huang, Emily Ma, and Danni Wang. "Message framing strategies, food waste prevention, and diners’ repatronage intentions: the mediating role of corporate social responsibility" Journal of Sustainable Tourism (2021): 1694-1715. https://doi.org/10.1080/09669582.2020.1867151