This study aims to explore how consumers engage with climate change issues through their interactions with the Too Good To Go application, an online marketplace designed to combat food waste at restaurants.
Drawing on customer engagement (CE) theory and the norm activation model (NAM) and using a mixed-methods approach, this research uses large language model-assisted thematic analysis to explore the key motivational drivers of engagement. Building on these insights, the authors used a survey and conducted structural equation modeling to test the conceptual model.
The results reveal that perceived sustainability, novelty, sense of community and value for money significantly foster affective engagement, which in turn drives behavioral engagement outcomes.
This research deepens understanding of pro-environmental consumer behavior by integrating CE theory with the NAM, thereby explicating the moral activation mechanisms underlying sustainable dining behaviors. This study also makes a methodological contribution by combining mixed methods with large language model-assisted thematic analysis to examine CE at scale.
By focusing on restaurant-based climate action, the study provides actionable insights for hospitality businesses seeking to embed sustainability into their operations and customer experience strategies.
This research makes a significant contribution to the field through its innovative methodological approach, its targeted application within the hospitality sector and its examination of how digital transformation facilitates sustainable behavioral change. The study provides valuable insights for designing digital platforms that simultaneously promote environmental action and enhance consumer loyalty.
