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Amidst pressing environmental concerns, the service industry has increased its focus on sustainable production and consumption patterns. This study aims to explore whether Generation Z’s perceived value of plant-based food influences feelings of guilt as a result of consuming meat instead of plant-based food and/or pride from consuming plant-based foods, which might then lead to decisions to purchase alternative plant-based products at restaurants.

A survey was conducted measuring a range of variables and their relationships. The hypothesized model was tested using covariance-based structural equation modeling.

Results showed that perceived social value significantly influenced guilt and pride with perceived emotional value only influencing pride. Both guilt and pride significantly influenced the decision to switch eating patterns from conventional meat to plant-based protein at restaurants. And, finally, environmental concern significantly moderated the effect of emotional value on guilt.

To achieve sustainable goals, food producers should promote plant-based menu items by increasing the awareness of social approval through marketing communications.

This study bridges a gap in the literature by investigating how consumers’ perceived value affects their anticipated emotional feelings of guilt and pride leading to the switch from meat-based to plant-based diets at restaurants.

This study aims to examine the influence of green message types on brand awareness and intention to share, and subsequently how perceived value leads to purchase intentions at green coffee retailers.

A 2 × 2 between-subjects design was developed, yielding four green advertising messages for the study. The structural relationships between variables were then tested by covariance-based structural equation modeling.

The most effective green advertising messages combined benefit-based text with images of green materials' benefits. These messages influenced consumers' perceived green awareness, intentions to share online ads and purchase intentions at green coffee retailers. Additionally, awareness of coffee retailers' green practices led to higher emotional value perception compared to other values. Emotional and functional values influenced purchase intentions at eco-friendly coffee retailers.

The results of this study suggest effective ways of designing green advertising messages to increase consumer awareness of green products, sharing online ads and intentions to buy beverages from eco-friendly coffee retailers.

This study contributes to sustainability literature, dual coding theory and consumer value theory.

The purpose of this study was to understand how social media marketing activities (SMMA) influence consumers’ perceived value of online-to-offline food ordering experiences, subsequently affecting satisfaction and intentions to visit physical establishments.

Data from 845 participants was collected using a purposive sampling technique. Covariance-based structural equation modeling was then applied to assess the conceptual model and its hypotheses.

Analysis of the structural equation modeling showed support for all hypotheses. SMMA exhibited positive effects on trust, hedonic value and utilitarian value, while these in turn positively influenced the use of online-to-offline food delivery services (O2O-FDS). In addition, results indicated a positive effect of O2O-FDS use on omni-channel restaurant satisfaction which then led to increased intentions to dine in at physical restaurants.

Results suggest that engaging SMMA and O2O-FDS builds trust and encourages in-person visits.

Results from this study build upon the literature by shedding new light on the links between the effects of SMMA, trust, perceived value and consumers’ intentions to visit physical restaurants after using the O2O-FDS. In addition, consumers’ perceived trust, as well as hedonic and utilitarian values, mediate the effect of SMMA on O2O-FDS.

Charity sports events have emerged as a major, beneficial social phenomenon to be encouraged. In this study, the authors aim to examine the relationships among personal norms, social norms, self-identity, response efficacy and the “warm glow” feeling, which, in turn, influences willingness to return and enjoyment of participation in charity sports events in Thailand.

An online self-administered survey was conducted to collect data from 600 participants, and structural equation modelling (SEM) was done under the two-step modelling approach to test the hypotheses.

The findings indicate that self-identity and response efficacy positively influence participants' warm glow. By contrast, the relationships of personal and social norms with warm glow are not significant. Moreover, warm glow positively influences participants' willingness to return to attend the event and their enjoyment.

This study's findings have academic implications and can benefit marketers and event organizers by giving them insights into participants' behaviour and allowing them to better create services to improve participant experiences and boost repeat attendance better.

By applying the concept of warm glow in the context of charity sports events, this study deepens the understanding of the causal pathways from the antecedents to participants' willingness to return and enjoyment through the warm glow.

Consumer behavior is evolving rapidly due to the increasing role of technology in daily life. Online food ordering has emerged as a key channel in this changing landscape. This paper investigates the relationships between online promotions, consumer skepticism, information sharing on social media and the intention to purchase food and beverages through online delivery services.

Measures were developed based on a review of existing literature. Data from 402 participants were analyzed using Structural Equation Modeling (SEM).

The study reveals that online promotions significantly impact consumers' sharing of restaurant posts. Additionally, consumer skepticism about online food sales affects both their sharing behavior and their intention to purchase online. Engagement in sharing restaurant posts online is a strong predictor of online food purchasing intentions.

The findings offer valuable insights for restaurant operators, policymakers and technology developers in the competitive online food delivery sector. They emphasize the importance of implementing innovative promotions and crafting appealing food presentations. These strategies can accelerate customer decision-making, attract new customers and contribute to market expansion and customer base sustainability.

This research provides significant insights for restaurant owners and contributes to the limited literature on online promotions, consumer skepticism and information sharing in the restaurant industry. It also lays the groundwork for future studies aimed at deepening understanding in this field.