Inspiring green choices: the influence of restaurant social responsibility on sustainable consumer habits

Abstract

Reducing restaurant food waste depends on active consumer involvement, yet its psychological drivers remain underexplored. This study investigates how perceived restaurant social responsibility shapes consumer attitudes and ethical intentions toward food waste reduction, based on a survey of 246 restaurant consumers in Northern Cyprus. The results show that perceived consumer effectiveness fully mediates the CSR–attitude relationship, while trust shows no indirect effect and socially responsible consumption does not moderate the attitude–intention link. These findings highlight empowering consumers’ perceived impact, advancing understanding of food waste reduction, and offering actionable insights for restaurants and policymakers to promote sustainable consumption.