Research note: The effects of perceived sustainability on customer emotions in the restaurant context

Abstract

Perception of service provider sustainability is a current research topic because of its impact on customer behavior. This study examines the effects of perceived corporate social responsibility (CSR) of restaurant service providers on customer behavior, focusing on its impact on anticipated emotion, which may predict customer participation intention. This study designed and tested a new model using data from restaurant customers regarding CSR in the United States. Partial least squares structural equation modeling revealed a strong and positive spillover impact of CSR perception on both positive and negative anticipated emotions. However, only positive anticipated emotion toward CSR activities affected customer participation intention in the restaurant context. These results are evidence of effects of CSR practices of service providers, wherein CSR-friendly perception has positive impacts on customer emotion and behavior toward restaurants.