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The Impact of Restaurant Social Media on Environmental Sustainability: An Empirical Study

Author

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  • Juan Gabriel Martínez-Navalón

    (Department of Business Economics, Faculty of Social Sciences and Law, Rey Juan Carlos University, Paseo Artilleros s/n, 28032 Madrid, Spain)

  • Vera Gelashvili

    (Department of Business Economics, Faculty of Social Sciences and Law, Rey Juan Carlos University, Paseo Artilleros s/n, 28032 Madrid, Spain)

  • Felipe Debasa

    (Department of Contemporary History and Actual World, Faculty of Social Sciences and Law, Rey Juan Carlos University, Paseo Artilleros s/n, 28032 Madrid, Spain)

Abstract

Social media is currently a powerful way for companies to keep in touch with their customers and promote new products. The main objective of this research paper is to analyze the impact of social media marketing on environmental sustainability in food and beverage service companies in Spain, taking customer satisfaction into account. The variables, such as customer trust, perceived value, and continuance intention, were also studied to determine whether they influence environmental sustainability. In order to achieve the stated objective, a questionnaire was created and the obtained data was analyzed using a PLS-SEM (partial least squares structural equation modeling) methodology. The main conclusion of this study is an important contribution to the academic literature and is also helpful for restaurant managers for planning communication strategies through social media, since environmental sustainability is one of the main concerns of the public.

Suggested Citation

  • Juan Gabriel Martínez-Navalón & Vera Gelashvili & Felipe Debasa, 2019. "The Impact of Restaurant Social Media on Environmental Sustainability: An Empirical Study," Sustainability, MDPI, vol. 11(21), pages 1-24, November.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:21:p:6105-:d:282887
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    Cited by:

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    3. Yapanto, Lis M, 2021. "Supply chain management and logistic presentation: Mediation effect of competitive advantage," OSF Preprints ze96v, Center for Open Science.
    4. Jose Ramon Saura & Pedro Palos-Sanchez & Beatriz Rodríguez Herráez, 2020. "Digital Marketing for Sustainable Growth: Business Models and Online Campaigns Using Sustainable Strategies," Sustainability, MDPI, vol. 12(3), pages 1-5, January.
    5. Zahid Yousaf & Magdalena Radulescu & Crenguta Ileana Sinisi & Luminita Serbanescu & Loredana Maria Păunescu, 2021. "Towards Sustainable Digital Innovation of SMEs from the Developing Countries in the Context of the Digital Economy and Frugal Environment," Sustainability, MDPI, vol. 13(10), pages 1-28, May.
    6. Sergio M. Fernández-Miguélez & Miguel Díaz-Puche & Juan A. Campos-Soria & Federico Galán-Valdivieso, 2020. "The Impact of Social Media on Restaurant Corporations’ Financial Performance," Sustainability, MDPI, vol. 12(4), pages 1-14, February.
    7. Juan Gabriel Martínez-Navalón & Vera Gelashvili & José Ramón Saura, 2020. "The Impact of Environmental Social Media Publications on User Satisfaction with and Trust in Tourism Businesses," IJERPH, MDPI, vol. 17(15), pages 1-17, July.
    8. Manuel A. Fernández-Gámez & José António C. Santos & Julio Diéguez-Soto & Juan A. Campos-Soria, 2020. "The Effect of Countries’ Health and Environmental Conditions on Restaurant Reputation," Sustainability, MDPI, vol. 12(23), pages 1-14, December.
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    11. Yiwen Li & Norihiro Nishimura & Hisanori Yagami & Hye-Sook Park, 2021. "An Empirical Study on Online Learners’ Continuance Intentions in China," Sustainability, MDPI, vol. 13(2), pages 1-18, January.

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