Exploring How Consumers’ Perceptions of Corporate Social Responsibility Impact Dining Intentions in Times of Crisis: An Application of the Social Identity Theory and Theory of Perceived Risk

Abstract

During the pandemic, the restaurant industry placed greater emphasis on corporate social responsibility (CSR) initiatives. However, there seems to be a dearth of comprehension regarding how customers’ perceived risks impacted their dining intentions. This challenges the industry to devise an effective crisis response strategy. Thus, this study investigates the relationship between perceived CSR, restaurant image, and dining intentions during the crisis. In addition, this study examines how perceived CSR influences three types of perceived risks associated with restaurants (quality, health, and environment) and how these types of risks influence restaurant image and dining intentions during this period. The results demonstrate that perceived CSR positively impacted a restaurant’s image and concurrently reduced perceived risks among consumers during the coronavirus disease 2019 (COVID-19) pandemic. Furthermore, perceived health risks had a negative influence on customers’ dining intentions. This study offers valuable insight into the theoretical foundations and managerial implications of CSR’s effects and risk management, particularly in the context of future pandemics within the restaurant industry.