Green Messaging in the Fast-Food Industry: The Role of Responsibility, Obligation, and Values in Driving Eco-Conscious Behavior

This study aims to investigate how sustainability communication on social media, by retail fast-food chains, affects fast-food consumer behavior in terms of ascribed responsibility, felt obligation, and green values for the promotion of sustainable actions. Data-based evidence from fast-food customers in Malaysia established that sustainability communication increases the awareness of responsibility and moral obligation to behave sustainably. The findings of this study show that sustainability communication by retail fast-food chains leads to the improvement of the eco-conscious behavior of fast-food consumers. This relationship is mediated by psychological factors such as ascribed responsibility and felt responsibility and moderated by green values. The results of this study show that Malaysian customers who feel more responsible and obligated are likely to participate in sustainable behaviors. Furthermore, the high levels of green values enhance the impact of sustainability messages, meaning that sustainable communication can indeed change consumer behavior. This study supports the role of social media in improving the communication of sustainability and adapting the message to consumers’ values. These findings offer useful insights for fast-food firms that wish to enhance their sustainability initiatives and support the overall goals of sustainable development. This research also enhances the theoretical knowledge by incorporating both psychological and value-based factors into the model of sustainability communication, providing further insights into the effects of the factors on consumer behavior. This research thus offers a theoretical extension to the sustainability communication literature by considering psychological and value-based factors and offers practical implications for fast-food chains to enhance their sustainability communication and support sustainable development goals.