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The purpose of this paper is to first integrate incorporated commitment, self-identity, and moral responsibility with the theory of planned behaviour (TPB) to predict the green food and beverage (GFB) behaviours in protecting food environment. Moreover, this study also identified the key influential factors of green behaviours and analysed the mediation effects of commitment in this extended TPB model.

The structural equation modelling based on 793 college students was used to verified the goodness-of-fit and direct effects of the extended TPB model of GFBs, and bootstrap method was also used to examine the indirect effects.

The results of this study revealed commitment, perceived behavioural control (PBC), and perceived knowledge of GFBs were the most influential factors of GFBs. Furthermore, this study also verify that PBC influences civic behaviour pertaining to GFBs, and commitment mediated the effects of subjective social norms between PBC and GFBs.

This study provided value for GFBs that prompting people to exhibit civic behaviour pertaining and commitment to GFBs as well as ensuring environmentally sustainable development of GFBs.

This study aims to explore the pandemic's opportunities for enhancing the environmental practices of the food and beverages green supply chains and its effect on the supply chains' viability by exploring the relationship between fear and uncertainty of COVID-19, food and beverages green supply chain management (F&B-GSCM) and supply chains’ viability based on the two dimensions (robustness and resilience) and examine the moderating effect of innovative technology adoption like big data analysis (BDA) capabilities and blockchain technologies (BCT) on this relationship.

This study adopted partial least squares structural equation modeling (PLS-SEM) on a sample of 362 F&B small and medium enterprises (SMEs)’ managers in the Egyptian market for data analysis and hypothesis testing.

The empirical results show that the fear and uncertainty of the pandemic have a significant positive effect on green supply chain management (GSCM). Also, BDA moderates the relationship between fear and uncertainty of COVID-19 and GSCM. However, BCT do not moderate that relationship. Similarly, GSCM positively affects supply chain viability dimensions (robustness and resilience). In addition, F&B-GSCM significantly mediates the relationship between fear and uncertainty of COVID-19 and supply chain viability dimensions (robustness and resilience).

Food and beverages (F&B) managers could develop a consistent strategy for applying BCT and BDA to provide clear information and focus on their procedures to meet their stakeholders' needs during COVID-19. Governments and managers should develop a consistent strategy to apply food and beverages supply chains (F&B SCs)' green practices to achieve F&B SCs' resilience and robustness, especially during the pandemic.

The Egyptian F&B SCs have been linked directly with many European countries as a main source of many basic food and agriculture products, which have been affected lately by the pandemic. Based on the “social-cognitive,” “stakeholder” and “resource-based view” theories, this study sheds light on the optimistic side of the COVID-19 pandemic, as it also brings the concepts of F&B-GSCM, SC resilience, SC robustness and innovative technologies back into the light, which helps in solving F&B SC issues and helps to achieve their viability.

This study aims to experimentally investigate branded functional beverage (BFB) consumption behaviour post-COVID-19 through the lens of a conceptual framework built on three renowned behaviour modification models and to critically evaluate how well subjective norms serve as a moderator in the consumption behaviour relating to such beverage products.

A conceptual model was developed based on the tenets of the theory of planned behaviour (TPB), health belief model (HBM) and value-attitude-behaviour (VAB) model. The study was performed on a convenience sample of 537 respondents aged 18 and up from diverse regions in India using the PLS-SEM method. A total of 444 useable questionnaires were utilized for the final data analysis.

Given the post-pandemic setting, the perceived benefits of BFBs significantly influenced its purchase intention and consumption behaviour. It could grossly impact the media's role (information about COVID-19) and the consumers' interest in healthy food. The study revealed that the information about COVID-19 (role of media) strongly increased interest in healthy food, whereas interest in healthy food positively influenced purchase intention of functional beverages. With interest in healthy food as a “mediator”, the role of media (information about COVID-19) positively influenced purchase intention. It is worth noting the moderating role of subjective norms in the relationship between the role of media (information about COVID-19) and interest in healthy food and that between interest in healthy food and BFB purchase intention.

Food marketers shall skillfully use “opinion” leaders and subject experts in marketing communication campaigns to popularize the link between good food and immunity through COVID-19 and healthy diet-related messages sent via a suitable media platform. This would grab food consumers' interest in BFBs and persuade them to incorporate such items in their daily food milieu. Consumers need to be assured that consuming “functional” products would deliver health benefits and upkeep their body immunity in the post-COVID-19 times.

There has been minimal research on the link between perceived benefits, the role of media, interest in healthy food and consumption behaviour on functional beverages in the post-COVID-19 setting. Moreover, subjective norms have never been probed as a moderator in the consumer behaviour studies on BFBs. This pioneering study applied the tenets of the TPB, HBM and VAB model in the context of post-pandemic functional beverage consumption. The altered study settings caused by the COVID-19 pandemic and the context of a developing economy like India have amplified the research value of this study.

This study aims to assess green food packages’ role in sustaining a restaurant’s curbside pickup service on three stages of consumer experiences: choosing a restaurant, evaluating their experiences of a recent purchase and weighing their post-consumption behavioral intentions after the recent purchase.

The service encounters framework and relevant literature guided the development of the questionnaire. A Qualtrics panel data of 314 valid questionnaires were collected and analyzed with choice experience, ordinary least squares regression and PROCESS modeling.

First, word-of-mouth (WOM) and function encounters significantly influence consumers’ first-time curbside pickup purchasing decisions. Then, service results encounter (besides distributor encounter) most significantly affects consumers’ overall curbside pickup experience. Finally, green food packages increase consumers’ shares of future purchases through their positive WOM intentions and extra efforts of revisiting the restaurant. Consumers’ perceived importance of green restaurant practices strengthens green food packages’ positive impact on extra efforts.

This study provides operational and marketing insights for restaurants to use food packages and sustain their curbside pickup service.

Besides assessing consumers’ evaluations and behavioral intentions for an off-premises restaurant service expected to stay beyond the pandemic, this research uniquely focuses on green food packages, a sustainability issue lacking research attention. The findings add new empirical insights to studies about sustainability and restaurant/food–retail operations.

This paper aims to uncover the determining factors of customers’ pro-environmental intention for green hospitality products (green hotels and green restaurants) and explore the comparative importance among the factors. This study also investigated the difference in forming pro-environmental intention across the green hospitality product types.

A mixed-method approach was taken to achieve the research objectives. In a qualitative phase, the textual data collected via an open-ended question were analyzed using a unit of analysis and categorization method. In a quantitative phase, the psychometric measurement items were organized and validated through a series of tests. A structural equation modeling and structural invariance test were used to evaluate the hypothesized relationships and difference between green hotels and green restaurants.

The textual data yielded three additional factors underlying consumers’ pro-environmental consumption intention. Including five core variables derived from the extant theories in the pro-environmental behavior literature, eight variables were categorized into volitional, cognitive, emotional and moral dimensions. Among the dimensions, volitional and cognitive dimensions significantly contributed to consumer’ pro-environmental intention. The influence of pro-environmental attitude and perceived benefits on intention differed across green hotels and green restaurants.

This study uses a thorough mixed-method approach encompassing qualitative and quantitative processes and develops the psychometric items to explore the drivers of customers’ pro-environmental consumption intention for green hospitality products. This research is also one of the very few studies that verified the difference in customers’ pro-environmental behavior between green hotels and green restaurants.

This study aims to shed light on the phenomenon of food waste generation by the food and beverage sector of hotels of Mauritius as well as examine the current status of food waste management.

Food waste is increasingly becoming a major issue for retail companies. However, there is still limited knowledge of how new forms of collaborative consumption (CC) may impact firms' behavior. This paper identifies and examines how the enablers of food waste and firms' tendency to cooperate with their customers may affect the adoption of measures oriented to diminish waste reduction, as well as the use of mobile technologies.

A empirical study has been conducted on a sample of international firms operating in the food sector as retailers (i.e. restaurants, bar and catering services) or in similar activities (i.e. hotels and accommodations). The authors tested an empirical model aimed at revealing the possible mediating role of customer cooperation in affecting the impact of food waste enablers on (1) waste recovery measures and (2) the adoption of mobile technologies for food recovery.

The results of this study showed how customer cooperation mediates the impact of food waste enablers on the intention to use mobile applications for food recovery but not on the adoption of food recovery measures that, instead, mainly depends on waste causes internal to the firm.

This is one of the first studies that tries to identify and evaluate the impact of the different enablers of food waste on firms' pro-environmental behaviors. Interestingly, the authors show how customer cooperation is a decisive factor to promote new forms of CC in the food industry. Importantly, customer cooperation acts as a bridge between the drivers of food waste and a firm's intention to adopt measures against it. By actively involving customers, firms can gain insights, develop effective strategies and foster a culture of waste reduction that benefits both the business and the environment.

There is limited research examining the relationship between social media and green food purchasing behaviour. In the current study, we examine the factors that affect consumers’ green food purchasing behaviour in Türkiye.

Data collected from the participants by survey method were analysed using Smart PLS 4.0 with IBM SPSS 26 and PLS to run SEM.

Our findings have revealed that from all the structural elements in the theory of planned behaviour (TPB), only attitude and perceived behavioural control contribute to consumers’ green food purchasing behaviour, while subjective norms do not contribute to consumers’ green food purchasing behaviour. Additionally, it was found that social media usage (SMU) and digital marketing interactions (DMI) have a positive and significant effect on green food purchasing behaviour. More information, experiences, opinions and recommendations on green foods in social media channels can encourage consumers to buy more green food.

This study first evaluates the applicability of the TPB model in explaining green food purchasing behaviour. This study is extended with two new factors included in the original framework of the TPB model, namely, SMU and DMI.

Spousal influence in the decision‐making process for purchasing consumer goods has been extensively investigated in the academic literature. There have been few studies, however, that have looked at this issue in a cross‐cultural context, especially that of cultural assimilation. Reports the results of a cross‐cultural study of consumer decision making for 16 product categories across three different household samples: US nationals, Indian US immigrants, and Indians living in India. Two major conclusions emerge: the three groups differ significantly in extent of spousal influence: and, in general, the immigrant group is found to be positioned between the American nationals and the culture they left behind, lending credence to acculturation/assimilation theories.

An interesting subset of millennials are university students. This study aims to investigate motivations to drink craft beers in a sample of Czech and International University students in Prague (Czech Republic).

Adopting a revised model of the theory of planned behaviour (TPB), a simultaneous equations model was used by performing a three-stage least squares (3SLS) regression. The data were obtained from 305 students of 18 and 35 years of age (152 Czechs and 153 Internationals) at the Czech University of Life Sciences (CULS), who completed a face-to-face interview using a questionnaire.

The findings confirm the major role played by self-identity (SI) on the intention to drink craft beers, in the whole sample, and the key role played by the perception of being able to drink, for the Czechs participants only. Attitudes and social pressure towards craft beer consumption are of secondary importance, whereas the desire for uniqueness is not a relevant aspect in the participants’ decision of drinking craft beers.

The study deepened the TPB by incorporating consumers’ SI and the desire for unique consumer products as additional constructs to explain the intention of drinking craft beers. Given the long tradition of brewing in the Czech Republic and its significant role in the global marketplace, the understanding of local and foreign millennials’ intention to drink craft beers would contribute to increase knowledge on consumer behaviour, bringing beneficial effects to the brewing sector. Further research developments, within the context of handcrafted food consumption, stem from the discussion of the theoretical implications.