The influence of status consumption and social media marketing strategies on consumers’ perceptions of green and CSR strategies: How the effects link to emotional attachment to restaurants

Abstract

Due to the rise of environmental consciousness amongst consumers, this study explores how consumer perceptions of green and corporate social responsibility (CSR) strategies influence consumers' emotional attachment resulting in their advocacy and willingness to pay premium prices (WTP) at green restaurants. The moderating roles of perceived seriousness of environmental problems (PSEP) and ascription of responsibility (AR) were examined between the effects of green and CSR strategies on emotional attachment. To have a better understanding of green consumption, this research further explores if social status and social media marketing have an effect on consumers’ perceptions of green strategies, which in turn influence how they perceive the image of eco-friendly restaurants. Therefore, two studies were designed to collect data, and covariance-based structural equation modelling was adopted for data analysis.Study 1 shows that green and CSR strategies lead to consumers' emotional attachment to restaurants, influencing their advocacy and WTP. Furthermore, PSEP and AR significantly moderate the effect of green strategies on consumers' emotional attachment. Study 2 shows that status consumption and social media strategies affect consumers' perceptions of green strategies at restaurants, which in turn, influence restaurant image. Uniqueness was tested as a moderating effect of social media on consumers’ perceptions of green strategies. The results suggest that consumers with high levels of uniqueness are more likely to be aware of eco-friendly strategies applied by restaurants than those with low levels. Our study contributes extensively to the literature by explaining the results through customer value, social identification, and signalling theories.