Extrinsic Attributes Research Articles

An Exploratory Study of the Purchase and Consumption of Beef: Geographical and Cultural Differences between Spain and Brazil.

Beef consumption and production in Spain and Brazil are different with the consumption of beef in Brazil being three times higher than in Spain. In addition, there are variations in the economic value of production and in the traceability system. Therefore, the aim of this research was to understand the purchasing and consumption patterns using the customer behavior analysis technique of focus groups, which analyzed motivations for the consumption of beef, classifying their preferences by the intrinsic and extrinsic attributes at the time of purchase. The key aspect of the consumption of beef, both for Spanish and Brazilian consumers, was personal satisfaction/flavor. Spanish consumers were more conscious than Brazilians of the beneficial and harmful qualities that meat provides. The presence of fat was the factor that most restricted intake in both countries. The most important intrinsic attributes for Spanish and Brazilian consumers were the visual aspects of the meat: color, freshness, and the quantity and disposition of fat. The most important extrinsic characteristics were the price and expiration date. Spanish consumers see packaged meat as convenient and safe, although it is considered by Brazilians to be over-manipulated. The traceability certification on the label provides credibility to the product for the Spanish but only partially for Brazilians.

Identificación de atributos extrínsecos e intrínsecos en relación con la producción de cerveza artesanal mexicana

The purpose of this paper is to identify concordances between producer and consumer perceptions on the importance of craft beer’s intrinsic and extrinsic attributes. Although beer is Mexico’s most popular alcoholic beverage and craft beer consumption has increased, craft beer producers still face challenges for growth. We therefore examine how extrinsic and intrinsic attributes influence consumers’ purchases and producer behavior. To analyze the producers’ perspective, data were collected from a focus group of craft beer brewers; the results were evaluated with Nvivo and Atlas.ti software; then, semantic scales were designed for craft beer consumers. Main findings showed that craft beer’s most relevant attributes, for master brewers and manufacturers, are style diversity, complexity, abundant hops and abundant malt, exotic ingredients, no additives, carbonated, non-industrial, independent, high-alcohol content, strong smell, and flavor, thirst-quenching, more expensive than industrial beer, artisan-made aesthetic, sold directly by the producer at a low volume. Craft beer brewers hold the central idea that this type of product ought not to be in any way associated with industrial beer. This artisanal mindset is not limited to craft beer elaboration and production but also encompasses administration and marketing. Craft beer brewers see themselves as a sort of elite, who manufacture beer for elite consumers. It seems that craft beer brewers choose to distance themselves from any idea or process, which is related to industrial processes or marketing concepts. The inclusion of these attributes would take them away from the realm of artisan-made products and include them in industrial-made ones. These results allow us to ascertain that the perceptions of brewers and manufacturers partially overlap with those of consumers. The main differences between consumers and producers lie in the greater importance consumers give to extrinsic attributes, which are of little relevance to master brewers, who believe intrinsic attributes and other specific traits lead to consumer satisfaction. This creates issues for craft beer brewers’ success.

VALUE CREATION AND DISTRIBUTION IN THE SPECIALTY COFFEE CHAIN: A STUDY OF THE RELATIONSHIP BETWEEN AGENTS IN PARANÁ, BRAZIL AND EUROPE

We aimed to understand how the transactions of the specialty coffee value chain are organized between agents in Paraná, Brazil and Europe, with a focus transaction characteristic and measurability for value creation and distribution. 26 semi-structured interviews were performed with members of the specialty coffees global value chain involving the State of Paraná, Brazil, and four European countries. As results, this is a complex, heterogeneous and non-linear chain. What is transacted is a set of intrinsic and extrinsic value attributes. In addition to physical, sensory, socially sustainable production, social and regional attributes, we showed that pleasantness and standardization of the product are important attributes. Such attributes change along the chain and are measured differently by agents, being able to create measurement imbalances along the chain. The non-measurement by agents such as roasters and coffee shops, compromise the transmission of information since these are the first agents to identify the value demanded in the chain. Such imbalances could be identified by observing the set of transactions in the chain as a whole to the detriment of an isolated transaction. As an empirical contribution, we discuss that when exposing which attributes are considered as a value for each transaction, public and private institutions can develop more objective quality assessment mechanisms. Theoretically, we argue that to understand efficiency in global value chains it is necessary to analyze the set of transactions that make up the entire chain and not just the analysis of dyadic transactions between two agents.

Third-party certification labels for organic food: consumers' purchase choice and willingness-to-pay

PurposeThe purpose of the present study is to examine the effect of organic food certification labels of different third-party verification institutions on consumers' choice of organic food in terms of willingness-to-pay (WTP) using cue utilization theory.Design/methodology/approachThe study conducted an experiment in which organic rice and organic certification labels were presented to 360 valid participants.FindingsWith different organic rice labels issued by various third-party verification institutions, including (1) foundations, (2) associations, (3) university certification centers and (4) private businesses, results indicate that consumers had different preferences and WTP for certain labels. The institutions preferred organic food labels issued by non-profit organizations. In addition, consumers showed different WTP as a result of different purchase motivations (e.g. health vs environmental protection).Originality/valueThese results imply that consumers might not have confidence in the organic labels issued by associations and private institutions. Therefore, different types of certification institutions can have significantly different impacts on consumers' WTP. The study further proposes that the extrinsic attributes of food products (i.e. the cues used in making a purchase decision) must be incongruent with the image of third-party certification institutions in order to develop more efficient communication of product information and to encourage consumers to give positive comments regarding organic food.

Beef from Calves Finished with a Diet Based on Concentrate Rich in Agro-Industrial By-Products: Acceptability and Quality Label Preferences in Spanish Meat Consumers.

Simple SummaryThe replacement of cereals with human-inedible biomass is a strategic method to reduce food–feed competition, mitigate the environmental impact of livestock, and reduce production costs. This study proves that the fattening of calves with a diet rich in human-inedible fibrous local agro-industrial by-products from southern Spain improves the color, flavor, and tenderness of meat, increasing its acceptance by regular meat consumers. This study also analyzed the importance of quality labels in the formation of preferences of Spanish consumers, finding that origin, price, and animal welfare certification are the most important attributes. Spanish consumers seem to prefer meat with the lowest possible price, of national origin, and with the highest possible number of quality labels.Conjoint analysis was used to estimate the relative importance of some of the main extrinsic attributes and quality labels of beef in three Spanish cities (Córdoba, Marbella, and Santa Pola) in a study performed with 300 individuals. Consumers were segmented according to their frequency of consumption. Willingness to pay for different meats was also calculated from the conjoint analysis results. Consumer liking of beef that had been finished with an alternative concentrate rich in agro-industrial by-products and aged for three different durations as compared to conventionally finished beef was also evaluated using the same consumers. The most important attribute for Spanish consumers was the price (28%), followed by origin (25%), animal welfare certification (19%), protected geographical indication (14%), and organic agriculture certification (14%). Most consumers preferred beef from Spain at the lowest possible price and with the highest number of quality labels. Consumers were willing to pay a premium of 1.49, 3.61, and 5.53 EUR over 14 EUR/kg for organic certification, protected geographical indication, and animal welfare certification, respectively. Sensory analysis revealed that, for regular consumers, beef finished with an alternative concentrate rich in agro-industrial by-products offered several hedonic advantages (color, flavor, and tenderness) when compared to beef finished using a conventional diet, while occasional consumers did not find any difference between the two kinds of meat.

Intrinsic and extrinsic attributes related to the influence of growing altitude on consumer acceptability and sensory perception of fresh apple.

Growing altitude might have an effect on the quality of fresh apple and therefore on the perception of sensory attributes and on acceptance by consumers. On the other hand, extrinsic information provided to the consumer might affect consumer acceptability and sensory perception of the fruit's main quality traits. The main objective of this work was to study the effect of the growing altitude on the physico-chemical attributes (soluble solid content (SSC), flesh firmness, fruit weight (g), and titratable acidity (TA)), consumer acceptability, and perception of the main sensory attributes (sweetness, acidity and texture) of two reference apple cultivars ('Golden D.' and 'Reineta') by using a panel of 195 consumers. A secondary objective was to study whether extrinsic information about cultivar and growing place have an effect on the consumer perception and acceptance of fresh apple. Significant effects on physico-chemical and sensory attributes were found for 'Golden D.' and 'Reineta' apple cultivars due to the growing altitude, and they were perceived by consumers. Moreover, extrinsic information about the cultivar and the growing site influenced consumers' sensory perceptions significantly. This work demonstrated that differences between apple fruit grown at different altitudes can be perceived by consumers. We demonstrated the importance of providing consumers with information about the cultivar and the growing place to increase their acceptance and support local produce. © 2021 The Authors. Journal of The Science of Food and Agriculture published by John Wiley & Sons Ltd on behalf of Society of Chemical Industry.

I Believe It Is Healthy-Impact of Extrinsic Product Attributes in Demonstrating Healthiness of Functional Food Products.

Due to the high proportion of impulse purchases and the short time devoted to purchase decisions, packaging and other extrinsic attributes are becoming increasingly important in demonstrating the health benefits of a functional food item to consumers as plausibly as possible. Our research aims at identifying the role of extrinsic features (claims related to ingredients and health claims, organic or domestic origin, as well as the shape and color of packaging), gathered in the course of in-depth literature analysis, in the case of a functional smoothie. Our online consumer questionnaire was completed by 633 respondents, and the answers were assessed by choice based conjoint analysis. Our results show that each examined attribute plays a role in the assessment of health effects. The color blue has the biggest impact on making the consumer believe in the health benefits of the product. This is followed by the indication of organic origin, then the statement emphasizing the natural quality of the ingredients. The assessment of the specific extrinsic attributes is affected by consumers’ general health interest level, their involvement with food items, and their various demographic features.

Environmental Effects on Squatter Settlement: A Case of Alagbede Village, Lagos, Nigeria

Healthy housing is a function of provision of adequate physical, social and mental conditions for healthy environment. It is a function of both intrinsic and extrinsic attributes of housing that can influence human health. Environment and human activities are omen to development. The effects are manifested in generating land use problems such as congestion, sprawl development, incompatible land uses, building alterations and change of uses, the menace of temporary structures, alteration of land use functions, conversion of open and future spaces, and land degradation. Alagbede village is one of the areas that require such development drive. The study is required to facilitate this need. This research effort is to examine the environmental effect of squatter settlements in Alagbede village, Ikeja, Lagos State Nigeria. The paper examined housing conditions in terms of privacy, adequate space, physical accessibility, adequate security, security of tenure, structural stability and durability, adequate lighting, and ventilation, and basic infrastructure (such as water supply, sanitation, and waste management facilities including suitable environmental quality and health related factors and its influence on the residents of Alagbede area, Ikeja Lagos State. Approach includes the development of database and choice of appropriate data source (primary and secondary data sources). From the methodology, there were questionnaire administration, direct interview of respondents, collection and updating of the base maps, and the use of necessary field instrument for the study. The data gathered were analysed using descriptive method. The end result has revealed a number of environmental problems due to the existence of these settlements (Alagbede village). These problems are poor drainage system, noise pollution, illegal refuse dump sites, slum situations etc. Appropriate recommendations in form of short time and long term solutions were suggested to conclude the research work.

Sensory impairment: Natural result of aging

AbstractOver the next 10 years, a generational group known as the Baby Boomers will become America's senior citizens and account for 22% of the country's population. Aging challenges such as sensory impairment may cause older adults to develop eating habits that may not align with developing medical conditions. This review addresses prevalence and severity of impairment for the five senses and the role of texture as human's age, such as the decline of olfactory acuity and the increase in basic taste thresholds. Despite the heterogenous impact of sensory impairment on older adults, it is not associated with reduced food liking. The food industry can implement strategies to help older adults overcome age‐related sensory decline to make food choices that promote healthy aging. Food products should be evaluated holistically, from packaging to last bite, to better guide and encourage food purchase, consumption, and liking toward healthy aging among older adults.Practical ApplicationsUnderstanding the implications of age on the accuracy of senses helps the industry develop better strategies to encourage healthy food purchases and consumption toward healthy aging. Product development strategies should address both intrinsic and extrinsic attributes to overcome sensory impairment and to promote healthy nutrition and aging.

Does the order of presentation of extrinsic and intrinsic quality attributes matter when eliciting willingness to pay?

In this study, we estimate consumers' willingness to pay (WTP) for ready meals preserved using microwave assisted pasteurization systems (MAPS)-a novel pasteurization technology, compared to frozen, ready meals. We conducted a laboratory multi-round experimental auction for two samples of ready meal jambalaya in which appearance and sensory evaluation along with extrinsic information was sequentially disclosed to panelists. Our results suggest that when participants tasted the meals and formed an opinion from the meal itself, the liking of appearance and sensory attributes were the most impactful factors for participants' WTP regardless of other available extrinsic (name of the preservation technology and environmental impacts of each technology) attributes. The words "microwave" and "pasteurization" did not negatively impact the WTP. The order in which intrinsic and extrinsic attributes were evaluated and presented did not impact absolute WTP values, but the order did impact the weight of each attribute type on the WTP. PRACTICAL APPLICATION: The sensory perceptions had a larger effect than the name of the preservation technology and environmental impacts on the willingness to pay (WTP) for ready meals. The order of presented information to panelists did not impact absolute values of WTP. The words "microwave" and "pasteurization" did not have a negative effect on WTP.

At what price should Bordeaux wines be released?

AbstractThis paper models optimal release prices of an experience good recurrently issued on markets. Using a sample of Bordeaux wines, we find that using a minimal number of intrinsic and extrinsic attributes is sufficient to explain a large proportion of release prices. We further observe a significant relationship between primary market prices and secondary market prices and general economic conditions. Release prices can deviate from secondary market prices in the short run but remain aligned over the long run. Finally, an out‐of‐sample analysis indicates that short‐run mispricing directly affects the purchase behavior of customers.

The effect of intrinsic and extrinsic quality on the willingness to pay for a convenient meal: A combination of home‐use‐test with online auctions

AbstractA sensory evaluation using a home‐use‐test (HUT) setting and experimental online auctions at three storage times, were used to elicit willingness to pay (WTP) for two samples of ready meals with extended shelf life, one using microwave assisted pasteurization system (MAPS) and the other using freezing. The effect of the information on the name of a new technology and the environmental impacts associated with each technology was also measured. We found that sensory characteristics of the ready meal are the key drivers for subjects' WTP. Considering the specific context of this study, we did not find evidence that the name of the technology and the information on the environmental impacts associated with each technology impacted participants' WTP.Practical ApplicationsOur study contributes by presenting a protocol for conducting a combined HUT and online auction across three storage times for a complex food matrix (i.e., the jambalaya ready meal) in which the eating environment is important. Also influential is that participants actually ate the meal, therefore the sensory evaluation results that were gathered were more impactful for bids than the extrinsic attributes included. Given the logistic challenges of conducting a HUT along with experimental auctions across time, this study had a limited number of participants. Therefore, we cannot provide a conclusive evidence that disclosing the name of the technology used and its effects on the environment would encourage purchase of ready meals.

The Structural Relationship among Selection Attributes, Consumption Value Brand Attitude, Fun, Brand Loyalty and Quality of Life in Athleisure

The purpose of this study is to analyze the relationship among selection attributes, consumption value brand attitude, fun, brand loyalty and quality of life. The subjects of the empirical study were selected by the Korea Fashion Industry Research Institute using the convention sampling method and the quota sampling method for 241 consumers who have purchased brands classified as athleisure within the past year For each variable constructed to verify reliability and validity of the measurement model, reliability tests using Cronbach' alpha were performed using IBM SPSS Win Ver. 23.0. To verify the unidimensionality of the measurements, we conducted a confirmatory factor analysis using AMOS 22.0 and a structural equation model to determine the structural relationship between variables. As a result of the study, First, both intrinsic and extrinsic attributes, which are sub-factors of selection attributes, have been shown to have a significant effect on consumption value. Second, consumption value has been shown to have a significant impact on brand attitude and fun. Third, brand attitudes have been shown to have a significant impact on brand loyalty. Finally, fun has been shown to have a significant impact on quality of life.

Influence of intrinsic and extrinsic attributes on neonate survival in an invasive large mammal

Understanding factors influencing survival of neonates for wild species is important for successful management, particularly for determining drivers of population dynamics. Wild pigs (Sus scrofa) are invasive and populations are rapidly increasing in part due to high reproductive capacity. Survival of adults is generally high, however, survival of piglets, and particularly neonates, is largely unknown. We located neonates at the natal nest and quantified survival in relation to individual and maternal biological attributes, and environmental variables. During 2017–2020, we captured 50 neonates from 13 litters and documented 28 mortalities (56%) over six weeks. Survival was positively influenced by pelage coloration, likely as a form of camouflage from predators. Male neonates had higher survival. They were born larger than females, which could be beneficial for thermoregulation and competition for milk. Neonates born to larger sows had lower survival. Sow size was positively correlated with litter size, and this finding may reflect the increased nutritional demands of sustaining large litters, or difficulties in defending more neonates against predators. Neonates born in warmer months had higher survival than those born in cooler months. Neonates are inefficient thermoregulators, thus being born in warmer months could be beneficial for maintaining homeostasis as well as access to more food resources. These are the largest and most complete data for neonate wild pig survival and will inform population models for the development of management strategies to reduce negative impacts of this destructive invasive species on native ecosystems.

Exploring the role of intrinsic and extrinsic CSR attributes for customers’ positive behavioural intention in the hotel industry

PurposeAlthough the characterisation of intrinsic and extrinsic attribution is pervasive and important, this concept is yet to be explored in the corporate social responsibility (CSR) context. Thus, this study aims to study these CSR attributes and examine its influences on hotel customers’ behaviour.Design/methodology/approachThis study explores and attempts to distinguish the varying roles of intrinsic and extrinsic CSR attributes. Framed in context of CSR in the hotel industry, the characteristics of CSR practices (e.g. sympathy or rewarding) are hypothesised to lead customers’ motivation to engage in a specific behaviour based on the attribution theory.FindingsThe target population of 150 hotel customers was surveyed, and the results exhibited that the intrinsic and extrinsic attributes of hotel CSR activities increased customers’ purchase intention by improving their level of perceived authenticity. The impact of intrinsic motivation on brand authenticity was found to have a greater influence compared to extrinsic motivation. When customers perceive the authenticity of hotel brands, there is a tendency to exert a positive behavioural intention. However, it was identified that for the hotel industry, only extrinsic motivation had a direct influence on customers’ positive behavioural intention.Research limitations/implicationsThe varying roles of the intrinsic and extrinsic attributes of CSR and its impact on customers’ brand authenticity and behavioural intention were identified. Hence, this study conceptually contributes to the existing CSR literature by determining and incorporating the variables that measure the intrinsic and extrinsic attributes of hotel CSR activities.Originality/valueThis study contributes advancements to the hospitality and tourism industry, by expanding the literature to include the identification of significant CSR attributes and strategies that are beneficial, and can be used by companies for their development.

Research on the Disease Intelligent Diagnosis Model Based on Linguistic Truth-Valued Concept Lattice

Uncertainty natural language processing has always been a research focus in the artificial intelligence field. In this paper, we continue to study the linguistic truth-valued concept lattice and apply it to the disease intelligent diagnosis by building an intelligent model to directly handle natural language. The theoretical bases of this model are the classical concept lattice and the lattice implication algebra with natural language. The model includes the case library formed by patients, attributes matching, and the matching degree calculation about the new patient. According to the characteristics of the patients, the disease attributes are firstly divided into intrinsic invariant attributes and extrinsic variable attributes. The calculation algorithm of the linguistic truth-valued formal concepts and the constructing algorithm of the linguistic truth-valued concept lattice based on the extrinsic attributes are proposed. And the disease bases of the different treatments for different patients with the same disease are established. Secondly, the matching algorithms of intrinsic attributes and extrinsic attributes are given, and all the linguistic truth-valued formal concepts that match the new patient’s extrinsic attributes are found. Lastly, by comparing the similarity between the new patients and the matching formal concepts, we calculate the best treatment options to realize the intelligent diagnosis of the disease.

Disorder and epitaxial strain control of metamagnetic transition, large saturation magnetization, and magneto-terahertz properties of YMn0.5Cr0.5O3 polycrystals and thin films

The multiferroic YMn0.5Cr0.5O3 (YMCO) compound possesses magnetic phases that are debatable for their origin in intrinsic and extrinsic attributes. To extract the contribution of the polycrystalline disorder as well as determine the effect of structural modifications and epitaxial strain on the magnetic properties, we have formed YMCO bulk in polycrystalline pellet and powder forms, and epitaxial thin films with a wide range of compressive and tensile strains. The temperature and field dependent magnetization of polycrystals discards the possibility of magnetization reversal and unveils the presence of multidomain states with soft and hard characters in powder form. The epitaxial YMCO films possess an extraordinary structural control of their magnetic properties, as the tuning of compressive strain results in an increase of 4–5 factors of magnitude in the saturation magnetic moment. This strain engineering further allows a tuning of the magnetic property from spin frustration/short-range ordering to the long-range ordering, which also induces a rare phenomenon of sharp step-like metamagnetic transition. The implementation of magneto-terahertz time-domain spectroscopy on this system does not show the manifestation of any magnon/electromaganon resonance typical of a magnetoelectric phase, thus suggesting either a very weak or lack of coupling between magnetic and electric ordered parameters in polycrystalline YMCO. This study resolves some longstanding issues on the magnetic and magnetoelectric phases in addition to the epitaxial control of large magnetization and metamagnetic transition being potentially relevant in several aspects of spintronics applications.

Region of origin and consumers’ quality perception of wine: an assimilation-contrast approach

Wine quality perception involves both intrinsic and extrinsic attributes and is related to consumer liking and acceptability of a product. The main purpose of this paper is to evaluate the actual role of the region of origin cue on the experienced, expected, and perceived quality of wine, as well as on the discrepancies between them. Using an experimental design set up, real tasting sessions were applied to elicit consumer quality perception in three different information conditions: (1) blind tasting (2) labelled tasting (region informed evaluation); and (3) wine tasting under full information. In total, 136 wine consumers stated their preferences through liking score. The results from the assimilation-contrast framework show that region of origin affects the experienced, expected, and perceived quality, as well as the agreement between them. Thus, the region of origin may offer a good predictive value of the product, increasing the consumer expectations. These results have important implications for producers as they demonstrate that the region of origin may be used as a brand.

Consumers' preferences for intrinsic and extrinsic product attributes of plant-based eggs: an exploratory study in the United Kingdom and Italy

PurposePlant-based eggs have recently been developed to provide consumers with a healthier, animal-friendlier and more sustainable alternative to conventional eggs. The purpose of this paper is to investigate intrinsic and extrinsic attribute preferences for three prototypes of plant-based egg, namely the liquid, powder and egg-shaped.Design/methodology/approachNine focus groups in the United Kingdom and nine in Italy were conducted, with a total of 180 participants. A thematic analysis of results was conducted.FindingsIn terms of intrinsic product attributes, consumers' preferences for colour, shape, taste, ingredients, nutrients, method of production and shelf-life for plant-based eggs were revealed. Regarding the extrinsic attributes, preferences for price, packaging, country of origin and product naming emerged. Similarities and differences between consumers from the two countries are also discussed. Differences in preferences also emerged between vegan and non-vegan consumers.Research limitations/implicationsThis study adds to the existing knowledge on consumers' preferences for new plant-based food alternatives and identifies future quantitative approaches based on qualitative findings.Practical implicationsResults from this study can assist plant-based egg manufacturers in improving their products in line with consumers' expectations, which may help reducing risk of product failure.Originality/valueThis study is the first to investigate consumers' preferences, expectations and needs for new food products like plant-based eggs and provides information that can be practically applied by manufacturers, as well as suggestions for future research.

CSR communication on Facebook: attitude towards the company and intention to share

PurposeThis paper aims to analysis the factors that explain the effectiveness of a corporate social responsibility (CSR) communication on Facebook by a hospitality company. Taking the affect transfer hypothesis (ATH) model as a basis, the influence of beliefs about the company (attributions and corporate image) is studied and variables related to the receiver (environmental consciousness and identification with the territory) as direct antecedents of the improvement of the attitude towards the company and attitude towards the post, which influence the intention to share the information.Design/methodology/approachThis study developed a quantitative study based on a structured questionnaire targeted at regular Facebook users. Specifically, this study used a stimulus-based method, designing a fictitious post by a leading Spanish hotel chain about an environmental initiative. The post, which was shown to the participants before they answered the questionnaire, provided information about the development of an environmental programme by the hospitality company in the region where the study was carried out. Specifically, this study measured two communication outcomes (the improvement in attitude towards the hospitality company and the user’s intention to share the information) and variables related to the receiver (environmental consciousness and identification with the territory), to the message (information’s usefulness) and to the company (image and attributions) as explanatory variables. This study obtained a final sample of 239 valid surveys respecting the socio-demographic profile of the target population. The hypotheses were tested using a covariance-based structural equations model approach (software EQS 6.1).FindingsThis study observed that the ATH model is valid to measure the effectiveness of CSR communication on Facebook. Thus, the intention to share a post about an environmental initiative of the hotel is explained by both the attitude towards the company and the attitude towards the information. Factors related to the company and the environmental consciousness of the individuals exert an indirect influence. This study also found that the attitude towards the post has a double influence in the model, in the sense that it enhances the attitude towards the company and, at the same time, has a direct influence on the intention to share the information.Research limitations/implicationsThis study must first mention the use of a non-probabilistic sampling procedure, which could condition the representativeness of the sample obtained. Another limitation of our research is the use of cross-sectional data instead of longitudinal data. This study can also consider as a limitation the specific business and geographical context in which it was developed. In addition, it will be interesting to analyze other types of CSR initiatives, focused on other stakeholders, as well as to consider how the creativity of the post (text, image and/or video) could influence the effectiveness of the communication.Practical implicationsCSR information can reveal a mix of business and social attributions. The first of these, a source of scepticism and distrust, will always appear, but these extrinsic attributions do not have a negative effect in all cases. To reach positive communication outcomes, in terms of an improvement in the attitude towards the hotel and the intention to share the post and viralize the information, it is important to assure that people perceive that the hotel has a real interest in benefiting society with its initiative. To achieve this, it is very important to have a good corporate image. Furthermore, CSR-related posts may catch the attention of and generate interest in environmentally conscious people, so we suggest including CSR information in companies’ brand content strategy on social network sites (SNS) on a regular basis.Social implicationsHospitality companies have to make people aware of CSR initiatives. This study suggests including CSR information in companies’ brand content strategy on SNS on a regular basis. These channels let companies create attractive and compelling stories, and if CSR initiatives are framed on them, companies will be able to generate emotional connection with consumers. Furthermore, social platforms are relational channels, so it is advisable to use a friendly tone to connect with the individuals. Their greater or lesser participation and the possible associated comments will give clues to companies about the feelings and perceptions of people regarding CSR, which has great value.Originality/valueSocial networks can be interesting vehicles to convey CSR information, although users’ reactions towards a CSR post on these platforms have not yet been explored. This study tries to cover this gap and to contribute to the hospitality literature by studying the factors that would explain two communication outcomes of a CSR post on Facebook, one internal outcome (the improvement of the attitude towards the brand) and the other external (the intention to share the information). Furthermore, the study is a pioneer in the application of the ATH model to measure the marketing effectiveness of social media in the hotel industry.