Abstract
Building on prospect theory, construal level theory, and corporate social responsibility literature, this study investigated how messaging framing strategies impact buffet diners' food waste and repatronage intentions using three experimental studies. Findings suggested that framing strategies (gain vs. loss) and point of reference (self vs. others vs. environment) interactively influence diners' behavioral intentions through corporate social responsibility (CSR). In particular, a gain-framing strategy with self or other-referencing points could enhance perceived CSR and repatronage intentions. However, when the referencing point changes to environment, gain-framed and loss-framed messages result in similar levels of perceived CSR, food waste reduction intentions, and repatronage intentions. Evidence also suggests that the "out of sight, out of mind" phenomenon could occur when it comes to food waste prevention. This study contributes to the literature by delineating the mediation mechanism of perceived CSR between message framing and diners' behavioral intentions. It also shed light on restaurants' food waste management, with implications for designing effective communication messages to enhance diners' engagement in food waste prevention.