Abstract
ABSTRACT This study explores how sustainable practices in restaurants affect consumer behavior through the Stimulus-Organism-Response (S-O-R) model. It defines sustainability with multi-faceted dimensions of sustainable food, waste management, energy/water conservation, and social engagement. This research also examines how positive emotions and perceived value mediate the relationship between consumers’ perceptions of sustainability and their behavior. Results show that sustainable practices positively impact perceived value and emotions, influencing consumer intentions toward the restaurant. The research extends the S-O-R model to restaurant sustainability and offers insights for managers to enhance customer experience. The study highlights the need for restaurants to effectively communicate their sustainability efforts, emphasizing the importance of integrating sustainability into all aspects of restaurant operations and marketing.
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