Sustainable green dining : the power of responsible consumption and waste reduction on revisit intention

Abstract

This research examines the determinants of consumers’ revisit intention to green restaurants, drawing on the cognitive theory of emotion (CTE), the theory of interpersonal behaviour (TIB), and mood management theory (MMT). Specifically, the study explores how extrinsic factors (restaurant food sustainability and waste reduction practices) and intrinsic factors (excessive food ordering, responsible planning, and face-saving behaviour) influence perceived positive and negative moods, which in turn shape restaurant revisit intention. Additionally, the moderating role of responsible consumption behaviour (e.g., using doggy bags for leftovers) is examined. A total of 524 responses were collected from the Greater Bay Area, with data analysed using a quantitative approach via PLS-SEM. Results showed that food reduction practices impact perceived negative mood on food waste while waste reduction significantly affects both positive and negative moods. Individual excessive food ordering positively influences perceived positive mood and responsible planning positively impacts negative mood. More, responsible consumption behaviour influences the connections between mood and revisit intention to green restaurants, highlighting how habitual sustainability practices contribute to generating long-term pro-environmental dining behaviours. This study advances theoretical understanding by integrating cognitive, emotional, and social factors in sustainability-driven consumption. Practically, findings suggest that green restaurant managers should promote portion-transparent strategies, right-sized meal promotions, and eco-friendly takeaway packaging to reduce food waste. Finally, promoting eco-friendly takeaway options can mitigate food waste while preserving social image concerns.