IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i24p11296-d1550753.html
   My bibliography  Save this article

From Posts to Action: Leveraging Social Media to Inspire Food Waste Reduction in Hospitality for a Net Zero Future

Author

Listed:
  • Weifeng Chang

    (School of Culture and Tourism, Kaifeng University, 157 Dongjing Street, Kaifeng 475004, China)

  • Mingdi Jiang

    (College of Mobile Communication, Chongqing 400015, China
    Faculty of Business Management, UiTM Selangor, Puncak Alam Campus, Bandar Puncak Alam 42300, Selangor, Malaysia)

  • Muhammad Hassan Arshad

    (School of Business Management, Universiti Utara Malaysia, Sintok 06010, Kedah, Malaysia)

Abstract

This study explores the contribution of social media to food waste reduction among hospitality customers as part of the global net zero emissions agenda. It does this by using the Stimulus–Organism–Response (SOR) model to examine how social media food waste reduction promotion affects hospitality customer food waste intentions, mediated by social media-driven environmental motivation and sustainability-driven customer happiness. Moreover, gratitude towards food waste initiatives moderates these effects such that motivation and emotional satisfaction are more strongly associated with sustainable behaviors. We find that social media campaigns can effectively elicit cognitive and emotional engagement, which in turn strengthens food waste reduction intentions, using data from 404 hospitality customers in China. Furthermore, the study extends the SOR model to sustainability and consumer behavior literature and provides practical guidance for hospitality businesses to harness social media in engaging customers in sustainability efforts. Organizations can enhance the effectiveness of their environmental campaigns by using emotionally resonant messages and highlighting gratitude. Filling important gaps, this research explores mechanisms driving sustainable behaviors in line with strategies to achieve net zero emissions.

Suggested Citation

  • Weifeng Chang & Mingdi Jiang & Muhammad Hassan Arshad, 2024. "From Posts to Action: Leveraging Social Media to Inspire Food Waste Reduction in Hospitality for a Net Zero Future," Sustainability, MDPI, vol. 16(24), pages 1-18, December.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:24:p:11296-:d:1550753
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/24/11296/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/24/11296/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Arun Kumar & Mrinalini Pandey, 2023. "Social Media and Impact of Altruistic Motivation, Egoistic Motivation, Subjective Norms, and EWOM toward Green Consumption Behavior: An Empirical Investigation," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    2. Jinyong Chen & Wafa Ghardallou & Ubaldo Comite & Naveed Ahmad & Hyungseo Bobby Ryu & Antonio Ariza-Montes & Heesup Han, 2022. "Managing Hospital Employees’ Burnout through Transformational Leadership: The Role of Resilience, Role Clarity, and Intrinsic Motivation," IJERPH, MDPI, vol. 19(17), pages 1-23, September.
    3. Yuwei Deng & Jacob Cherian & Naveed Ahmad & Miklas Scholz & Sarminah Samad, 2022. "Conceptualizing the Role of Target-Specific Environmental Transformational Leadership between Corporate Social Responsibility and Pro-Environmental Behaviors of Hospital Employees," IJERPH, MDPI, vol. 19(6), pages 1-15, March.
    4. Ardy Wibowo & Shih-Chih Chen & Uraiporn Wiangin & Yin Ma & Athapol Ruangkanjanases, 2020. "Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    5. Shi Ruo-Fei & Jing-Yun Zeng & Chang-Hyun Jin, 2022. "The Role of Consumer’ Social Capital on Ethical Consumption and Consumer Happiness," SAGE Open, , vol. 12(2), pages 21582440221, April.
    6. Junjie Peng & Sarminah Samad & Ubaldo Comite & Naveed Ahmad & Heesup Han & Antonio Ariza-Montes & Alejandro Vega-Muñoz, 2022. "Environmentally Specific Servant Leadership and Employees’ Energy-Specific Pro-Environmental Behavior: Evidence from Healthcare Sector of a Developing Economy," IJERPH, MDPI, vol. 19(13), pages 1-16, June.
    7. Qinghua Fu & Jacob Cherian & Naveed Ahmad & Miklas Scholz & Sarminah Samad & Ubaldo Comite, 2022. "An Inclusive Leadership Framework to Foster Employee Creativity in the Healthcare Sector: The Role of Psychological Safety and Polychronicity," IJERPH, MDPI, vol. 19(8), pages 1-13, April.
    8. Naveed Ahmad & Rana Tahir Naveed & Miklas Scholz & Muhammad Irfan & Muhammad Usman & Ilyas Ahmad, 2021. "CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Huan Zhang & Khaoula Omhand & Huaizheng Li & Aqeel Ahmad & Sarminah Samad & Darie Gavrilut & Daniel Badulescu, 2022. "Corporate Social Responsibility and Energy-Related Pro-Environmental Behaviour of Employees in Hospitality Industry," IJERPH, MDPI, vol. 19(23), pages 1-19, December.
    2. Yushan Wu & Rita Yi Man Li & Sher Akbar & Qinghua Fu & Sarminah Samad & Ubaldo Comite, 2022. "The Effectiveness of Humble Leadership to Mitigate Employee Burnout in the Healthcare Sector: A Structural Equation Model Approach," Sustainability, MDPI, vol. 14(21), pages 1-20, October.
    3. Naveed Ahmad & Aqeel Ahmad & Irfan Siddique, 2024. "Beyond self‐interest: how altruistic values and human emotions drive brand advocacy in hospitality consumers through corporate social responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(3), pages 2439-2453, May.
    4. Xin Guan & Naveed Ahmad & Muhammad Safdar Sial & Jacob Cherian & Heesup Han, 2023. "CSR and organizational performance: The role of pro‐environmental behavior and personal values," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 677-694, March.
    5. Yushan Wu & Qinghua Fu & Sher Akbar & Sarminah Samad & Ubaldo Comite & Mirela Bucurean & Alina Badulescu, 2022. "Reducing Healthcare Employees’ Burnout through Ethical Leadership: The Role of Altruism and Motivation," IJERPH, MDPI, vol. 19(20), pages 1-17, October.
    6. Ying Xu & Diao Jie & Hongyu Wu & Xiaolu Shi & Daniel Badulescu & Sher Akbar & Alina Badulescu, 2022. "Reducing Employee Turnover Intentions in Tourism and Hospitality Sector: The Mediating Effect of Quality of Work Life and Intrinsic Motivation," IJERPH, MDPI, vol. 19(18), pages 1-18, September.
    7. Wei Ma & Rita Yi Man Li & Otilia Manta & Abad Alzuman, 2024. "Balancing Wellbeing and Responsibility: CSR’s Role in Mitigating Burnout in Hospitality under UN-SDGs," Sustainability, MDPI, vol. 16(8), pages 1-18, April.
    8. Congying Liu & Mingdi Jiang, 2024. "Green Messaging in the Fast-Food Industry: The Role of Responsibility, Obligation, and Values in Driving Eco-Conscious Behavior," Sustainability, MDPI, vol. 16(19), pages 1-24, September.
    9. Jinyong Chen & Wafa Ghardallou & Ubaldo Comite & Naveed Ahmad & Hyungseo Bobby Ryu & Antonio Ariza-Montes & Heesup Han, 2022. "Managing Hospital Employees’ Burnout through Transformational Leadership: The Role of Resilience, Role Clarity, and Intrinsic Motivation," IJERPH, MDPI, vol. 19(17), pages 1-23, September.
    10. Congying Liu & Lupin Chen & Muhammad Hassan Arshad, 2024. "Navigating the Digital Divide for Sustainability: Emotional and Cognitive Pathways to Food Waste Reduction Through Social Media Advertising," Sustainability, MDPI, vol. 16(22), pages 1-23, November.
    11. Qiangzhen Jian & Xiuting Wang & Hisham Mohammad Al-Smadi & Aamer Waheed & Alina Badulescu & Sarminah Samad, 2022. "Proposing a Robust Model to Reduce Employees’ Turnover Intentions in an Ethical Leadership Framework: Empirical Evidence from the Healthcare Sector," IJERPH, MDPI, vol. 19(15), pages 1-20, July.
    12. Junjie Peng & Sarminah Samad & Ubaldo Comite & Naveed Ahmad & Heesup Han & Antonio Ariza-Montes & Alejandro Vega-Muñoz, 2022. "Environmentally Specific Servant Leadership and Employees’ Energy-Specific Pro-Environmental Behavior: Evidence from Healthcare Sector of a Developing Economy," IJERPH, MDPI, vol. 19(13), pages 1-16, June.
    13. Ana Patrícia Duarte & Carla Mouro, 2022. "Environmental Corporate Social Responsibility and Workplace Pro-Environmental Behaviors: Person-Organization Fit and Organizational Identification’s Sequential Mediation," IJERPH, MDPI, vol. 19(16), pages 1-14, August.
    14. Cao, Peng & Sial, Muhammad Safdar & Ã lvarez-Otero, Susana & Brugni, Talles Vianna & Comite, Ubaldo, 2024. "Eco-engagement: Tracing CSR communication's ripple effect on consumer hospitality loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    15. Mario Morales-Parragué & Luis Araya-Castillo & Fidel Molina-Luque & Hugo Moraga-Flores, 2022. "Scientometric Analysis of Research on Corporate Social Responsibility," Sustainability, MDPI, vol. 14(4), pages 1-22, February.
    16. Wang Hongxin & Mohammed Arshad Khan & Jian Zhenqiang & Laura-Mariana Cismaș & Mohammad Athar Ali & Usama Saleem & Lucia Negruț, 2022. "Unleashing the Role of CSR and Employees’ Pro-Environmental Behavior for Organizational Success: The Role of Connectedness to Nature," Sustainability, MDPI, vol. 14(6), pages 1-22, March.
    17. Barbara Grabinska & Dorota Kedzior & Marcin Kedzior & Konrad Grabinski, 2021. "The Impact of CSR on the Capital Structure of High-Tech Companies in Poland," Sustainability, MDPI, vol. 13(10), pages 1-20, May.
    18. Eleanor Kohler & Emmanuel Mogaji & İsmail Erkan, 2023. "Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    19. Yossie Rossanty & Endang Sulistya Rini & Beby Karina Fawzeea Sembiring & Amlys Syahputra Silalahi, 2024. "Social Media Marketing and Consumer Brand Engagement: Elevating Luxury Perfume Brand Equity," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 239-254, October.
    20. Angelo R. Santos & Arjay F. Ortiz & Jennifer G. Fronda & Joannie A. Galano & Joy N. Savellano, 2024. "Effective Approaches to Enhance Social Media Marketing for Philippine Small Enterprises," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 205-215, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:24:p:11296-:d:1550753. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.