Turn food waste into climate action: engaging customers
研究消费者如何通过Too Good To Go应用参与气候变化行动，发现感知可持续性、新奇感、社区感和性价比能激发情感参与，进而推动行为参与，为酒店业设计可持续策略提供参考。
Purpose This study aims to explore how consumers engage with climate change issues through their interactions with the Too Good To Go application, an online marketplace designed to combat food waste at restaurants. Design/methodology/approach Drawing on customer engagement (CE) theory and the norm activation model (NAM) and using a mixed-methods approach, this research uses large language model-assisted thematic analysis to explore the key motivational drivers of engagement. Building on these insights, the authors used a survey and conducted structural equation modeling to test the conceptual model. Findings The results reveal that perceived sustainability, novelty, sense of community and value for money significantly foster affective engagement, which in turn drives behavioral engagement outcomes. Research limitations/implications This research deepens understanding of pro-environmental consumer behavior by integrating CE theory with the NAM, thereby explicating the moral activation mechanisms underlying sustainable dining behaviors. This study also makes a methodological contribution by combining mixed methods with large language model-assisted thematic analysis to examine CE at scale. Practical implications By focusing on restaurant-based climate action, the study provides actionable insights for hospitality businesses seeking to embed sustainability into their operations and customer experience strategies. Originality/value This research makes a significant contribution to the field through its innovative methodological approach, its targeted application within the hospitality sector and its examination of how digital transformation facilitates sustainable behavioral change. The study provides valuable insights for designing digital platforms that simultaneously promote environmental action and enhance consumer loyalty.