Leveraging digital persuasion strategies : enhancing sustainable restaurant choices through third-party delivery platforms
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This study investigates how digital persuasion strategies influence consumers' sustainable restaurant choices on third-party food delivery (TPFD) platforms, drawing on persuasion theories, the Cognitive-Affective Processing System (CAPS) theory, and Wilson's dichotomy theory. Across three studies, the research examines individual motivation and social influence strategies, the moderating roles of green self-identity and social norms, and integrates cognitive, affective, and contextual factors. Data from 696 participants collected via Prolific were analyzed using SPSS 26, Hayes' PROCESS macro, and AMOS. Results show that reciprocity and social proof strategies significantly enhance perceived persuasiveness and strengthen consumers' intentions to choose sustainable restaurants through TPFD applications. This research contributes to extending persuasion theories into digital food delivery contexts and offers practical insights for platform designers, restaurant operators, and policymakers aiming to promote eco-friendly dining behaviors and sustainable consumption.
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Ph. D