ESG in the digital age: enhancing customer perception through strategic communication in restaurant mobile ordering
研究餐饮企业如何通过移动平台优化ESG信息传达，发现信息诉求与叙事重点的匹配能提升消费者参与和亲社会意愿，为设计有效的可持续沟通策略提供指导。
Purpose This study aims to investigate how food and beverage (F&B) companies can leverage digital platforms to enhance the effectiveness of their environmental, social and governance (ESG) messaging. Design/methodology/approach A mixed-methods approach was used. Study 1 conducted text analysis on 29 ESG reports from F&B firms to uncover linguistic patterns and thematic emphases. Study 2 used a 2 (message appeal: local vs global) × 2 (narrative focus: reason-focused vs process-focused) between-subjects experimental design to examine how message congruency affects consumer responses. Findings Study 1 reveals that F&B firms integrate digital innovations to support ESG goals, with mobile platforms emerging as a primary channel for consumer engagement. It also identifies two common framing strategies: geographic focus (global vs local) and narrative emphasis (why vs how). Building on this, Study 2 finds that a fit between message appeal and narrative focus boosts consumer engagement and prosocial intention. Practical implications Businesses can enhance the impact of their ESG messaging by ensuring internal consistency between message elements. Embedding these strategically framed messages into digital platforms, such as mobile apps, can encourage consumer behaviors that align with corporate ESG goals and broader sustainability efforts. Originality/value This research offers novel insights into how digital transformation facilitates ESG communication in the F&B industry. By examining specific message strategies, it provides actionable guidance for designing persuasive sustainability messaging in consumer-facing digital environments.