The role of responsible consumption behaviour: The impact of green practices and intention to revisit green restaurants

This study aims at developing a model of cognitive theory of emotion and theory of interpersonal behaviour to investigate the associations among extrinsic stimuli (restaurant’s food and waste reduction practices), intrinsic stimuli (individual’s excessive food ordering, and responsible planning routine, and face-saving behaviour), perceived mood, and revisit intention to green restaurants. 524 responses from the Greater Bay Area were collected. A quantitative approach using a partial least square-structural equation modelling (PLS-SEM) was used to analyse relationships among constructs. Our result showed that restaurants practicing food reduction does impact on perceived negative mood on food waste while waste reduction practices have a significant effect on both positive and negative mood. Individual excessive food ordering routine has a positive impact on perceived positive mood and responsible planning routine has a positive impact on negative mood. A moderating effect of responsible consumption behaviour was found on mood-revisit intention to green restaurants.