Importance-performance analysis of socially sustainable practices in U.S. restaurants: A consumer perspective in the quasi-post-pandemic context

Abstract

The pursuit of social sustainability has taken center stage in the public discourse in terms of the total cost of doing business, inclusive of economic and environmental factors. As social sustainability continues to become more salient in societal relevance, the organizational treatment of workers and the local community is instrumental in advancing the idea of a fair and equitable society in the quasi-post-pandemic [post-lockdown] context. The present study, drawing on importance-performance analysis conducted among U.S. consumers, sought to determine how they perceived and assessed U.S. restaurants’ social sustainability practices. Theoretical implications revealed an emphasis on individual justice in a highly specific temporal context, while practical contributions advocate for broader community-based social sustainability initiatives in restaurants going beyond simplified public relations-based marketing.