International Journal of Contemporary Hospitality Management· 2026Q1
Interpreting sustainability signals: how brand origin and consumer cosmopolitanism shape CSR inferences and downstream consumer responses
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- 2026year
Short summary
Plant-based menu promotions signal Corporate Social Responsibility (CSR), with interpretations influenced by restaurant brand origin and consumer cosmopolitanism. Consumers low in cosmopolitanism infer stronger CSR from domestic brands, while highly cosmopolitan consumers infer stronger CSR from foreign brands.
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Key points
- Plant-based menu promotions serve as CSR signals in restaurants.
- Consumer cosmopolitanism and restaurant brand origin jointly shape CSR interpretations.
- Low cosmopolitan consumers associate higher CSR with domestic brands.
- High cosmopolitan consumers associate higher CSR with foreign brands.
- CSR inferences positively impact product and brand outcomes.
AI-generated from the title and abstract; the full text is not read.
Abstract
Purpose As restaurants worldwide increasingly adopt plant-based offerings to advance sustainability goals, understanding how consumers interpret these initiatives has become essential. Drawing from signaling theory and social identity theory, this research aims to demonstrate that plant-based menu promotions function as corporate social responsibility (CSR) signals, with consumers’ interpretations shaped jointly by restaurant brand origin and their level of cosmopolitanism. Design/methodology/approach The research used two online experiments to test the proposed framework across different cuisine types and dining contexts. Findings Consumers low in cosmopolitanism ascribe stronger CSR to domestic (vs foreign) restaurant brands, whereas those high in cosmopolitanism show the opposite pattern. Moreover, these CSR inferences translate into enhanced product-related responses and brand-related outcomes. Originality/value This research contributes to the hospitality literature on brand origin effects, restaurant sustainable practices and CSR communication. It offers insights for hospitality firms seeking to leverage plant-based initiatives to foster positive brand inferences and enhance consumer outcomes.
The authors' abstract, as published at the source. International Journal of Contemporary Hospitality Management, 2026 · DOI ↗
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Field: Strategy and Management
Strategy and ManagementBusiness, Management and Accounting