Perceived Value Fit and Customer Citizenship Behavior in Food Delivery Apps' Pro‐Environmental Initiatives
An Extended Theory of Pro‐Environmental Planned Behavior Approach
Bibliographic Data
| ID | 17722115 |
|---|---|
| Authors | Hyounah Cho (0009-0004-2162-8646, Smart Tourism Education Platform Kyung Hee University Seoul Republic of Korea), Aura Lydia Riswanto (0000-0001-6240-3874, Department of Global Business Kyungsung University Busan Republic of Korea), Heejung S Kim (0000-0001-5361-6368, School of Hospitality & Tourism Management Kyungsung Universtiy Busan Republic of Korea, corresponding author), Hak‐Seon Kim (corresponding author), Gyumin Lee (0000-0002-8610-2969, Smart Tourism Education Platform Kyung Hee University Seoul Republic of Korea, corresponding author) |
| Year | 2026 |
| Volume | 28 |
| Issue | 1 |
| Publication date | 2026-01-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Tourism Research (JOURNAL) |
| Journal identifiers | ISSN: 1099-2340 • E-ISSN: 1522-1970 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/jtr.70203 |
| OpenAlex | W7125974914 |
| Language | EN |
| Citations received | 2 |
| References cited | 82 |
The environmental challenges in the food delivery industry have led many apps to adopt pro‐environmental initiatives. This study explores how customers' perceived value fit with sustainability efforts influences customer citizenship behavior, using an extended Theory of Planned Behavior framework. Data were collected via an online survey of 542 adults and analyzed using partial least squares structural equation modeling. Results show that biospheric, altruistic, and egoistic value fit positively influenced attitudes and perceived behavioral control, with only biospheric value fit directly affecting participation behavior. Customer citizenship behavior was driven by participation and perceived behavioral control. Uniquely, this study positions perceived value fit as a higher‐order antecedent within TPB, offering a more comprehensive explanation of pro‐environmental behaviors in tourism‐related service contexts. Practically, the findings suggest that FDAs and tourism providers can foster sustainability engagement by aligning initiatives with customer values and encouraging pro‐environmental participatory behaviors
Citizenship · Consumer behaviour · Customer engagement · Organizational citizenship behavior · Structural equation modeling · Sustainability · Theory of planned behavior · Environmental Education and Sustainability · Environmental Sustainability in Business · Food Waste Reduction and Sustainability
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| Citations per year | 2 |
|---|---|
| Citation span | 2026 - 2026 (1) |
| Highly cited | No |