Abstract
ABSTRACT This paper highlights the potential effect of safety practices on employee citizenship behaviour through work engagement. Further, this paper examines the moderation effect of augmented reality (AR)-based safety at work app adoption intention. The study sample included a total of 358 fast-food restaurant employees in the Riyadh and Al-Madinah regions of Saudi Arabia. SmartPLS findings proved that AR-based workplace safety app adoption intentions strengthened the linkages between safety practices, employee citizenship behaviour, and work engagement. The study offers useful insights for food and beverage marketers who are willing to boost their innovation capacities to support their survival in global supply chains, as AR adoption is beneficial for enhancing employee engagement and promoting a safety culture.
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