Social and Personal Norms in Shaping Customers’ Environmentally Sustainable Behavior in Restaurants’ Social Media Communities

Abstract

This study aimed to investigate how personal and social norms affect customer engagement with social media that promote environmentally sustainable behaviors. A self-administered survey of potential participants was conducted. Hypothesized relationships were tested using structural equation modeling and multigroup analysis. The findings confirmed the strong positive effect of social norms on customer engagement; this engagement had a significant influence on brand commitment and sustainable behavior. The moderating roles of social rewards were indicated by significantly greater effects of social norms on customer engagement in the high social reward group.