Journal of Business Research 144 (2022) 1234–1248

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Journal of Business Research

journal homepage: www.elsevier.com/locate/jbusres

Corporate social responsibility (CSR) and hospitality sector: Charting new

frontiers for restaurant businesses
Puneet Kaur a, f, Shalini Talwar b, Arun Madanaguli c, Shalini Srivastava e, Amandeep Dhir d, e, f, *
a
Department of Psychosocial Science, University of Bergen, Norway
b
K J Somaiya Institute of Management, Somaiya Vidyavihar University, Mumbai, India
c
Entrepreneurship and Innovation, Department of Social Sciences, Technology and Arts, Luleå University of Technology, Luleå, Sweden
d
Department of Management, School of Business & Law, University of Agder, Kristiansand, Norway
e
Jaipuria Institute of Management, Noida, India
f
Optentia Research Focus Area, North-West University, Vanderbijlpark, South Africa

A R T I C L E I N F O A B S T R A C T

Keywords: Corporate social responsibility (CSR) has become a key theme of discussion and focus in all debates regarding the
Restaurants need for business enterprises to function in a manner that is responsive and sensitive to the needs of their
Corporate social responsibility communities and society. Academic research has also kept pace with the rising industry interest. The literature
CSR
on CSR has grown appreciably, offering important insights that scholars must collectively evaluate if they are to
Systematic literature review
inform theory and practice. Appreciating the value of such an endeavour, the present study utilised a critical
Stakeholders
Hospitality management systematic literature review (SLR) to analyse the literature published on the role of CSR in the restaurant sector
from 2004 to 2021. The SLR was executed, first, by identifying relevant studies using a clearly defined search
protocol. This process resulted in 67 studies. Subsequently, a content analysis we performed on these studies to
delineate thematic areas of research. Based on the stakeholder perspective, two main themes and six sub-themes
of research related to individual, organisational and societal levels were identified. In addition, the content
analysis also identified crucial research gaps, providing the basis for a future research agenda and the devel­
opment of a research framework for the reference of scholars and practitioners. The findings of the SLR provide
valuable insights that can support efforts currently underway to strengthen CSR in the restaurant sector.

1. Introduction would otherwise go to waste, represents the tremendous positive social

impact that restaurants can have. To offset their adverse outcomes and
Restaurants are becoming increasingly aware of their adverse envi­ improve their self-image, hospitality firms, including restaurants, have
ronmental and societal impacts (Ferrell et al., 2019). For instance, begun investing heavily in both social and environmental initiatives, at
approximately 40 billion pieces of plastic cutlery are thrown into times as a trade-off against economic profit (Kim & Zapata Ramos, 2018;
landfills annually in the United States (Tenenbaum, 2019). Restaurants Tong, Wong, & Cheng, 2019). These voluntary social and environmental
have also been known for their negative environmental impacts by initiatives are collectively termed corporate social responsibility (CSR)
wasting food during preparation and serving, and this waste likewise initiatives (Carroll, 1991; European Commission, 2001; Kotler & Lee,
ends up in landfills (Brownell & Warner, 2009). Approximately 643 2005). CSR initiatives are recognised as strong candidates for healthy
million meals were thrown away in the United States alone in 2018 practices and beneficial for both internal and external stakeholders (Kim
(Cochran et al., 2018). In China, approximately 44.1 million tons of & Zapata Ramos, 2018).
kitchen food waste is produced each year and ends up in landfills or Because restaurant products and services are experience-based,
incinerators (Liu et al., 2021). These numbers represent an immense customers are likely to view hospitality firms engaging in CSR initia­
resource wastage and an opportunity cost of feeding millions of disad­ tives as more trustworthy and dependable than those not engaging in
vantaged people around the world. In contrast, saving this food, that CSR initiatives (Bridges et al., 2019). Thus, customers may decide to

* Corresponding author at: Department of Management, School of Business & Law, University of Agder, Norway.
E-mail addresses: [email protected] (P. Kaur), [email protected] (S. Talwar), [email protected] (A. Madanaguli), [email protected]
(S. Srivastava), [email protected] (A. Dhir).

https://doi.org/10.1016/j.jbusres.2022.01.067
Received 16 June 2021; Received in revised form 17 January 2022; Accepted 21 January 2022
Available online 27 February 2022
0148-2963/© 2022 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
P. Kaur et al. Journal of Business Research 144 (2022) 1234–1248

patronise companies engaging in CSR because they perceive them to be review. For instance, we undertook in-depth research profiling to reveal
more ethical (Bridges et al., 2019; Charlton & Cornwell, 2019). Cus­ that a large part of the existing understanding of CSR in restaurants
tomers’ awareness of CSR programmes strengthens their identification derives from research conducted in the USA. This indicates a bias in the
with companies and builds long-lasting relationships (Glaveli, 2020). It extant findings. At the same time, it also uncovers interesting opportu­
is, then, hardly surprising that leading restaurants, including chains such nities for researchers in emerging economies/developing countries.
as McDonald’s, have pursued various CSR initiatives encompassing Similarly, our rigorous manual content analysis revealed various the­
environmentally friendly and proactive activities as a part of strategic matic areas of research. Considering the various types of stakeholders
corporate response to the public’s growing concern regarding the and their roles in restaurants’ CSR initiatives, we divided the synthesised
industry’s adverse social and environmental impact (Park et al., 2017). literature into two broad themes that cover factors internal and external
Restaurants have also begun these CSR initiatives as a strategy to to the restaurant and how they are related to CSR. These themes present
enhance their reputation in supporting social causes, maximising reve­ an organised view of the existing research and serve as the basis for
nue and reducing costs (Park & Lee, 2009; Bouslah et al., 2013). identifying visible gaps in prior research and suggesting various theme-
Scholars have suggested that engaging in CSR offers a way of based research questions and avenues of future research.
addressing restaurant-level challenges, such as high costs, business The findings of our SLR confirm that research on CSR in the
environment uncertainty, low profits and significant environmental restaurant sector has not adequately addressed the role of some
impact (Jogaratnam, 2017). CSR investment can play a crucial role in important stakeholders, including the media, non-government organi­
overcoming these challenges because of its significant impact on both sations and trade unions. Despite this oversight, it might indeed be
internal (employees) and external stakeholders (customers; Park et al., strategically important to consider the crucial roles of stakeholders in
2017). According to scholars, restaurants can utilise CSR initiatives as a CSR initiatives and the impact of CSR on them. In addition to providing a
vital instrument for differentiating themselves from their competitors pertinent review of the literature, which is currently lacking, our study
(McWilliams et al., 2014; Luo & Bhattacharya, 2006; Singal, 2014). also proves novel in proffering the CSR ecosystem framework, which
Consistent with CSR’s importance, the literature examining the role summarises the complex multi-stakeholder structure of CSR in the
of CSR in the restaurant sector is currently growing, with an increasing restaurant sector. This framework bring together antecedents, processes
number of empirical studies being published each year. Despite this and outcomes related to CSR in restaurants to create a holistic view of
rising interest in the academic community, the literature includes few the research area and the relationships between factors that can be
attempts to comprehensively review prior studies on CSR and restau­ investigated. The framework will thus enable future researchers to have
rants. Although our review of prior literature suggests that some at­ a bird’s-eye view of the domain.
tempts have been made to synthesise the related literature, these
reviews either take a broad focus or have investigated niche areas within 2. Scope of the review
CSR and the restaurant sector. For example, Serra-Cantallops et al.
(2018) studied the progress in prior research published on CSR in the Recent years have witnessed an increasing awareness among firms
tourism and hospitality sector in general between 2006 and 2015. Rhou and business entities regarding the negative environmental and social
and Singal (2020) reviewed the prior literature published broadly on the impacts of various business operations. This awareness as well as firms’
hospitality sector (e.g. hotels, casinos, restaurants, cruise and airlines) increasing willingness to undertake the actions necessary to undo the
between 1992 and 2017, but they did not explicitly focus on restaurants. consequent damage has resulted in the widespread planning and
Similarly, Guzzo et al. (2020) reviewed studies published between 2007 implementation of CSR initiatives worldwide (Gürlek & Tuna, 2019;
and 2018 that examined perspectives related to customer and employee Singh et al., 2021). Both academics and practitioners have engaged in a
behaviour concerning CSR and sustainability in general. The existing decades-long debate regarding the appropriate definition of CSR; at
reviews thus leave academicians and practitioners perplexed regarding present, this debate remains unresolved (Dahlsrud, 2008; McWilliams
restaurants’ motivations to engage in CSR activities. This is a particu­ et al., 2006). Bowen (1953), who Carroll (1999) regarded as the ’father
larly pressing gap because researchers require additional information to of CSR’, considered CSR as an obligation of business leaders to align
conceptualise and extend their work in reference to CSR in the context of their decisions with societal values and objectives. Carroll (1979) con­
restaurants. Thus, to address the gaps in knowledge presented above, ceptualised a CSR framework constituting businesses’ social re­
our review attempts to consolidate the body of literature focusing on sponsibility. CSR, in short, refers to the actions organisations take
CSR initiatives in restaurants. We argue that consolidating the literature beyond their own economic interests to create a positive impact on all
will provide a more nuanced understanding of the progress in CSR- stakeholders. In a similar vein, Elkington (1997) discussed CSR as a
related research in the context of restaurants; this understanding, triple bottom line, which emphasises the constant trade-off between
which is currently lacking, will help to enhance practical decision- economic, environmental and social performance dimensions of busi­
making by consolidating the major antecedents and consequences of ness operations.
the CSR process. Furthermore, a systematic review on the proposed topic To elaborate further, CSR has three dimensions. First, the integrated
can highlight the different thematic areas of prior research, delineate the dimension of CSR aims to establish a proper synchronisation between
research profile of the existing literature, identify the various research organisations and society (Porter & Kramer, 2006). The second dimen­
gaps, project possible avenues for future research and develop a guiding sion focuses on establishing a positive relationship with various stake­
research framework on this timely topic. These valuable insights will holders and thereby creating a good reputation and enduring
thus help other scholars and practitioners who are interested in CSR in associations (Porter & Kramer, 2006). These stakeholders include em­
the restaurant sector. ployees, customers, suppliers, investors, society and the government.
Our study pursues three pertinent questions (RQs): RQ1. What is the The third dimension concentrates on the ethical perspective, which
current state of literature addressing CSR in restaurants? RQ2. What are suggests that the role of CSR is based on an organisation’s ethics and
the limitations of recent research and promising avenues for future value system and its obligation towards society (Carroll, 1979; Rei­
investigation? RQ3. Can a comprehensive conceptual framework be denbach & Robin, 1991). McWilliams et al. (2006) defined CSR as the
synthesised from the extant literature to help academics, practitioners collection of all those voluntary actions undertaken by a firm to advance
and other relevant stakeholders? positive social outcomes beyond the firm’s interest. However, others
The present study utilises the systematic literature review (SLR) have argued that this ’noble’ and ’voluntary’ CSR behaviour is often
method advised by prior research (Dhir et al., 2020; Talwar, Talwar, guided by policy- or industry-level competitive pressures to conform to
Kaur & Dhir, 2020; Seth et al., 2020). We selected and critically analysed evolving industry standards (Singh et al., 2021).
a total of 67 empirical studies to generate useful insights from our Irrespective of firms’ motivations in pursuing it, however, CSR has

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now emerged as a force for good and has produced several significant studies undertaken in the area, (b) delineate the prominent research
positive environmental and social changes. In fact, CSR is considered themes, (c) critically evaluate the literature to uncover research gaps in
one of the most effective strategic tools that organisations use to posi­ the area, (d) present future research directions based on visible gaps in
tively impact their stakeholders in the long term (Lim & Greenwood, the reviewed literature and (e) develop a conceptual framework
2017; Rao & Tilt, 2016; Gangi et al., 2018; Hur et al., 2016). Interest­ providing a bird’s-eye view of the accumulated literature in the area.
ingly, the extant literature has also observed that in addition to social To achieve these objectives, we searched the relevant literature using
and environmental outcomes, firms can also gain several positive firm- well-defined methodological steps recommended and utilised by recent
level benefits by engaging in CSR activities, including enhanced firm SLRs (e.g. Sahu et al., 2020; Seth et al., 2020). Fig. 1 summarises the
performance (Saeidi et al., 2015), enhanced employee outcomes (Mao steps taken in the review.
et al., 2020) and brand image (Martínez & Rodríguez del Bosque, 2013; In the search protocol, we determined the relevant keywords for our
Ramesh et al., 2019) amongst others. search, the appropriate data sources and the inclusion and exclusion
The preceding discussion highlights the value of CSR in a modern criteria to be used in the study. Based on the conceptual boundaries of
business environment. It also indicates that CSR activities are crucial the SLR, an initial set of keywords—in our case, ‘CSR’, ‘corporate social
and must be understood from an extremely micro-level perspective. responsibility’ and ‘restaurants’—were specified. We searched these
Because each sector and sub-sector entails its own peculiarities, we posit keywords on Google Scholar and analysed the first 100 results (sorted by
that it is worth examining CSR activities from such a micro perspective. relevance) to examine if our keywords were sufficient (T. M., Kaur,
Thus, the present study reviews the prior relevant literature on CSR in Ferraris & Dhir, 2021). We also searched the same keywords in top
the restaurant sector. The existing literature on CSR in restaurants has journals, such as the International Journal of Hospitality Management,
argued that hospitality products and services are experience-based and International Journal of Contemporary Hospitality Management, Cornell
intangible. Thus, consumers and other stakeholders cannot verify them Hospitality Quarterly, International Journal of Hospitality Marketing Man­
before consumption. By engaging in CSR activities, however, restaurants agement and International Journal of Hospitality and Tourism Management.
signal their virtue. Consequently, restaurants have benefitted exten­ Subsequently, we updated the list of keywords with keywords from the
sively from implementing CSR (Y. Kim & Zapata Ramos, 2018; Schubert above sources. Then, we consulted an expert team comprised of three
et al., 2010). professors and two professionals from the hospitality sector to finalise
At this juncture, we also consider it prudent to conceptually define the keywords. The final set of keywords were CSR, corporate social re­
what constitutes restaurants in this study. In general terms, a restaurant sponsibility, social reponsibi*, green initiative* and restaurant*. We
is defined as any place where people can buy and eat a meal (Oxford decided to use the Web of Science (WoS) and Scopus databases for our
Dictionary, 2020). One component of this definition is the presence of a search because they are often used in hospitality- and tourism-related
location where such buying and eating take place. Thus, our study in­ literature reviews due to their coverage of a large number of
terprets restaurants as physical establishments such as cafés, fast food hospitality-related journals (T. M., Kaur, Bresciani & Dhir, 2021; T. M.,
restaurants and luxury restaurants. However, it does not include cater­ Kaur, Ferraris & Dhir, 2021). As for the inclusion criteria, we wanted to
ing companies that prepare food for events conducted on other premises. include only peer-reviewed works to increase the validity of our findings
This distinction is essential because several of restaurants’ CSR initia­ (Madanaguli, Dhir, A., Talwar, Singh, & Escobar, 2021; Talwar et al.,
tives, such as energy-saving (Majumdar et al., 2013) or water conser­ 2021; T. M., Arun & Joseph, 2020). Consequently, all non-reviewed
vation (Hatjiathanassiadou et al., 2019), happen on the premises of a forms of literature that may not have been subjected to a rigorous re­
particular restaurant. This dimension, however, is often not present in view process, such as conference proceedings, editorials, websites and
establishments such as catering services. Next, we also include those magazine articles, were excluded. To avoid language bias, only works in
studies in this review that have examined restaurants’ green or sus­ the English language were considered (Khanra et al., 2020). Further,
tainability initiatives in the name of CSR. However, we do not include studies incongruent with the scope of the review were also excluded.
studies investigating green initiatives restaurants have introduced in Finally, all duplicate articles were removed. A complete list of the in­
general, i.e. those green initiatives restaurants pursue but do not frame clusion/exclusion criteria can be seen in Table 1.
as CSR activities. Such studies have already been recently reviewed by
scholars (T. M., Kaur, Ferraris and Dhir, 2021). 3.2. Data collection and screening of literature

3. Methodology We converted the final set of keywords into strings using ‘*’ and
Boolean logic via the connectors ‘OR’ and ‘AND’. A search of the
We employed the SLR approach in our study because it enabled us to following keyword syntax was executed in both databases: ((‘corporate
develop a fine-grained and nuanced understanding of the prior litera­ social responsibi*’ OR ‘CSR’ OR ‘social responsibi*’ OR ‘green initia­
ture, which is CSR-related research specific to the restaurant sector. tive*’) AND (‘restaurant*’).
Scholars have suggested that the SLR is a popular research method that We found a total of 240 studies in English in Scopus and 182 studies
aims to identify, critically review and analyse prior literature on a given in WoS. We then applied the inclusion and exclusion criteria to ensure
topic or subject (Talwar et al., 2021; Kushwah et al., 2019). This method that the shortlisted studies were confined to the conceptual boundary of
is now widely used in the social sciences and hospitality disciplines (Dhir the study. Duplicate articles were screened using a Microsoft Excel
et al., 2020; Kaur, Dhir, Talwar & Alrasheedy, 2021; Thirumalesh spreadsheet; in this way, 202 articles were excluded, and a joint pool of
Madanaguli et al., 2021). The SLR method works through a well-defined 220 was taken forward. For the next level of screening, the authors
protocol for assessing and identifying the relevant studies of the pro­ reviewed the titles and abstracts of the retrieved studies based on the
posed review (Behra et al., 2019). In concordance, we used a robust and conceptual background, inclusion and exclusion criteria. The re­
well-defined approach to execute this SLR, which began with articu­ searchers performed this task individually before sharing their short­
lating the research objectives and specifying the search protocol, as listed articles. This process excluded 139 articles that were not
described below. congruent with the conceptual boundary. In the final stage of the
screening process, three professors and two professionals from the
3.1. Specification of research objectives and search protocol hospitality sector examined 81 shortlisted studies and suggested elimi­
nating 14 of them. Thus, a final pool of 67 empirical studies was
Before identifying the relevant literature, it is essential to explicate a included in our review. Thereafter, we performed a content analysis of
review’s objectives (Talwar et al., 2021). Accordingly, we specified five the pool of relevant studies to extract various details, such as publication
objectives of the current review: (a) analyse the profile of the research year, publication source, methodology employed, theoretical

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Fig. 1. Overview of SLR method.

4. Research profiling
Table 1
Inclusion/exclusion criteria.
In this section, we present the research profile of the selected 67
Inclusion Exclusion Exemplary references studies based on the information collected regarding the year of publi­
from tourism hospitality
cation, publication source, geographical context, methodology used,
literature
theories used and types of CSR studied.
Works listed in WOS All non-reviewed forms of T. M., Kaur, Bresciani & Regarding the time trend of publications, Fig. 2 clearly suggests a
and Scopus literature including Dhir (2021), T. M., Kaur,
Peer-reviewed conference proceedings, Ferraris & Dhir (2021),
surge in the number of empirical studies published with each passing
works editorials, websites, and Madanaguli, Dhir, A., year, reflecting the growing popularity of this topic. In terms of pub­
Only works in the magazine articles Talwar, Singh, & Escobar lishing outlets, most of the selected studies were published in two
English language Studies not discussing CSR (2021), Talwar, Kaur et al., leading hospitality management journals: the International Journal of
were considered as primary study construct 2021; T. M. & Joseph
Hospitality Management (n = 16) and the International Journal of
(2020), Pahlevan-Sharif
et al. (2019) Contemporary Hospitality Management (n = 9) (Fig. 3). Most of the
selected studies were conducted in developed countries, such as the USA
(n = 45) and UK (n = 2), while very few studies focused on developing
framework used and so on. This analysis enabled us to present the countries, such as China (n = 2), Taiwan (n = 2), Pakistan (n = 2) and
research profile, identify the thematic areas of research, uncover exist­ India (n = 2; Fig. 4). This implies that the literature on CSR in restau­
ing research gaps, present potential avenues of future research and rants may be biased towards the Western conceptualisation and
develop a framework for research that provides a useful point of refer­ contextual setting of CSR and requires additional studies adopting an
ence for theory and practice. Eastern view of the issue.
We also reviewed the selected studies based on the research design

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Fig. 2. Publication trends by year.

Fig. 3. Key publication sources.

Fig. 5. Methodology utilised.

Fig. 4. Geographical context studied. *Other countries include Slovenia,
Malaysia, Spain, South Korea and Hongkong. used theories such as attribution theory (Lee et al., 2021; Ahmed et al.,
2020), attachment theory (Ahmed et al., 2020), the stakeholder
(Fig. 5). Quantitative research designs (n = 47) were the most popular, approach (Severt et al., 2020; Park et al., 2017; Choi & Parsa, 2007),
while a considerable number of studies also utilised qualitative research information processing theory, (Lee, 2020), cost signalling theory
(n = 11) and mixed methods research (n = 3). Rather disappointingly, (Hanks et al., 2016), upper echelons theory (Lee et al., 2020), real op­
only six prior studies were based on experiments. Although the studies tions theory (Jung et al., 2018), organisational theory (Park et al.,
used four types of research designs, most employed quantitative design. 2017), social identity theory (Severt et al., 2020), impression manage­
The studies utilised data analysis techniques such as factor analysis, ment theory (Chen et al., 2021), resource-based theory (Chen et al.,
correlation analysis, regression analysis, ANOVA, structural equation 2021) and triple bottom line theory (Shim et al., 2021) to examine CSR
modelling, partial least squares and content analysis (Fig. 6). and its behaviour-related outcomes. Here, it is pertinent to note that
The issue of CSR in restaurants is multi-theoretic in nature, allowing although theoretical perspectives are plenty, studies utilising multiple
scholars to employ varied theoretical frameworks to investigate the theoretical lenses in the same study are limited.
related aspects, as presented in Fig. 7. Accordingly, past studies have

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coding step. As a result of this analysis, we identified two main themes:

CSR issues at the organisational level and CSR issues external to the
restaurant. Next, to present the literature in a more relatable and clear
manner, we sub-categorised each theme into three sub-themes. Thus, we
identified CSR practices and communication, CSR and performance, and
CSR and managers as three subthemes of CSR issues at the organisa­
tional level. We also identified CSR and customers, CSR and environ­
mental issues and societal-level CSR issues in CSR issues external to the
restaurant. Fig. 8 summarises the key thematic foci.

5.1. CSR issues at the organisational level

In the extant literature, CSR represents both a cost and an opportu­

Fig. 6. Key quantitative data analysis methods used. nity for companies (Franco et al., 2020). For instance, CSR can not only
impact firm performance by enhancing the brand image, but also lead to
5. Thematic foci more sustainable practices that translate into significant cost savings or
new revenue sources (Saeidi et al., 2015). However, effective commu­
Based on the stakeholder perspective, we segmented the reviewed nication of CSR activities in proper channels is essential to realise these
literature into two major themes. These two themes were inspired by the benefits (Ramesh et al., 2019). Finally, the extant literature has noted
observation that several stakeholders, internal and external to restau­ the crucial role of organisational leadership in enabling CSR (Madana­
rants and their actions, impact the CSR process. The process of analysis guli et al., 2021; Yasir et al., 2021). Succinctly, the most important
began with the coding of articles, which involved creating open and questions to ask at the restaurant level are regarding (a) the best way to
axial codes. Proceeding with the analysis, we first examined a small communicate CSR activities, (2) the impact of CSR activities on the
number of articles to detect the underlying themes. Building upon these performance of restaurants and (c) the role of the manager in CSR. Our
efforts, we created open codes by including more articles related to a thematic analysis revealed three subthemes that address these three
specific theme, which led to the naming of the theme in the axial coding. questions. The first subtheme delves into details regarding effective
Since we were examining an entire domain of CSR in restaurants, our ways to communicate CSR to stakeholders. The second subtheme con­
efforts were focused on identifying the key components of different siders the ways in which CSR can improve financial and non-financial
actors and their interactions as displayed by other reviews at the domain performance. Finally, the third subtheme examines the impact of man­
level in hospitality and tourism literature (Farmaki, 2019; A. Madana­ agers on restaurants’ implementation of CSR.
guli et al., 2021; Thirumalesh Madanaguli et al., 2021). Particularly we
focused on different antecedents that enable CSR, CSR processes, CSR 5.1.1. CSR practices and communication
outcomes and finally, how different internal and external stakeholders Given the various benefits associated with CSR, including customers’
impacted or were impacted by these factors. positive attitudes and behaviours towards corporate brand image, many
Having finalised the themes, we added more articles, adhering to the companies have begun utilising CSR for corporate positioning and
process suggested by prior literature (e.g. Guthrie & Murthy, 2009; marketing (Schmeltz, 2012). To this end, restaurants give their CSR
Massaro et al., 2016). To ensure that the entire process was robust, we actions due visibility to showcase their socially responsible orientation
invited two researchers familiar with the SLR method to validate each either through online communication (websites, social networking sites)
or in-menu information (Shafieizadeh & Tao, 2020).

Fig. 7. Theoretical perspectives used in the studies.

Fig. 8. Thematic foci.

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Online communication in the form of reports, corporate websites and diminished restaurant value.
CSR advertising disseminated through varied channels, such as social Other aspects to be uncovered at this point include the effect of no
media, has become one of the most important ways in which companies CSR activities and a potential adverse effect of the CSR activities un­
share information to enhance shareholders’ awareness of their CSR ef­ dertaken. In this context, past literature has found that an increase in
forts (Kansal et al., 2018; Wong et al., 2015; Jung et al., 2018). Kim and negative CSR activities, such as a violation of desirable practices related
Stepchenkova (2020) specifically advocated for social media as an to environmental issues and health concerns, can lead to a decrease in
important tool for communicating CSR initiatives. Another channel of the size of the internalisation effect on risk reduction and vice versa
CSR and sustainable messaging that has received considerable attention (Jung et al., 2018; Schubert et al., 2010; Szuchnicki, 2009). At the same
in the past decade are the menus restaurants use (Lo et al., 2017). Menus time, the absence of CSR or ineffective CSR activities can also pose a risk
are common in all restaurants but are often overlooked as a medium of that restaurants must guard against. For instance, Maloni and Brown
CSR communication (Shafieizadeh & Tao, 2020). Indeed, only a few (2006) found that customers’ perceptions of CSR deficiencies is detri­
studies have investigated the role of menus in communicating CSR. For mental to a firm’s profitability and market share. However, this dark
instance, Shafieizadeh and Tao (2020) suggested that menu information side of not engaging in CSR has received limited attention. We argue that
influences customers’ perceptions of restaurants’ transparency further examining the detriments of not engaging in CSR may be
regarding their CSR actions. The prior literature has also shown that essential in convincing restaurants to engage in CSR.
customers’ awareness of CSR initiatives produces positive results for
companies. For instance, Perez et al. (2018) revealed that customer 5.1.3. CSR and managers
perceptions related to CSR messages reinforce both the impact of CSR The past literature has established rather indisputably that restau­
and customers’ altruistic motives, leading to increased advocacy in­ rants can enhance their brand image and reputation through their CSR
tentions among them. In a similar vein, Chen and Jai (2018) found that activities; however, few studies examine the effects of corporate
environmentally focused CSR initiatives exert a strong and positive ef­ governance on CSR (Chin et al., 2013). Undoubtedly, a firm’s CSR ini­
fect on customers’ perceptions of CSR in buffet restaurants. Further­ tiatives depend upon managers’ discretion (Chin et al., 2013). For
more, disclosing information such as nutrition and health benefits has example, CEOs play a crucial role in formulating and implementing
also been found to favourably influence customers’ perceptions of res­ corporate strategies and investing in CSR activities (Yasir et al., 2021).
taurants and their CSR activities, thereby increasing customers’ revisit Similarly, based on their study of restaurant managers in the UK,
intentions (Ye et al., 2015; Lee et al., 2014; Martinez et al., 2021). Tomasella and Ali (2018) concluded that hospitableness is expressed via
The importance of CSR-related communication notwithstanding, we restaurants’ engagement in CSR activities. This attitude of hospitable­
observe a dearth of studies investigating this aspect in the context of CSR ness depends upon managers’ own personal values. Focusing on the role
in the restaurant sector. At the same time, it is important to understand of managers, Choi and Parsa (2006) also found that managers’ prefer­
that greenwashing represents an increasing concern when businesses ences and attitudes towards CSR practices regarding health concerns,
operate for profit. Greenwashing refers to an organisation’s efforts to environmental responsibility, charity and customer communication
make misleading or empty environmental claims, which destroys the determine their willingness to invest in these practices.
trust that is among the most valuable commodities a restaurant owner We also observe that the literature on this theme is mainly consistent
has from his or her customers. In the present context, if restaurants with the upper echelons theory (Hambrick & Mason, 1984), which
undertake only the initiatives visible to the customer and ignore initia­ proposes that a firm can be considered a reflection of its top manage­
tives that can actually do good (de Freitas Netto et al., 2020; T. M., Kaur, ment. These studies offer interesting insights. For instance, in their study
Ferraris & Dhir, 2021), their efforts may be perceived to be green­ of restaurant CEOs, Park et al. (2019) found a significant negative effect
washing. Despite the obvious criticality of understanding this issue, no of CEOs equity-based compensation (EBC) on CSR. It is pertinent to note
studies have investigated this phenomenon in the case of restaurants here that an individual does not represent top management; rather, the
with CSR as a backdrop. top management team (TMT) and team characteristics, such as gender,
tenure, age, functional background and gender diversity, have been
5.1.2. CSR and performance known to impact corporate actions in the strategic management litera­
Engaging in CSR results in several direct as well as indirect ture (Cannella, Park, & Lee, 2008; Dwyer, Richard, & Chadwick, 2003;
performance-related benefits for restaurants, including enhanced repu­ Perryman, Fernando, & Tripathy, 2016). However, none of the reviewed
tation and revenue and reduced costs (Bouslah et al., 2013; Yoon & studies focused on this aspect, presenting a visible research gap and thus
Chung, 2018; Kang et al., 2010; Lee and Kim, 2013; Youn et al., 2015). opportunities for future research.
Implementing both revenue-enhancing and cost-reducing activities can
significantly increase restaurants’ profitability. In this regard, focusing 5.2. CSR issues external to the restaurant
on the economic dimension of the triple bottom line approach, studies
have revealed that CSR has a positive effect on firm performance by This theme encompasses the findings of the reviewed literature
fostering a positive reputation and enhancing the cost efficiency of regarding external factors, which include the role of customers and other
business operations via reduced waste disposal costs (Kang et al., 2010; external stakeholders. The discussion also delves into the response of
Tang et al., 2012). In addition, CSR involvement has been found to individual customers to a restaurant’s various CSR initiatives. As dis­
reduce idiosyncratic risk, with such reductions being greater for res­ cussed above, individual customers’ perceptions of CSR can pay rich
taurants that operate a portfolio of brands (Ozdemir et al., 2021). dividends to firms in terms of loyalty (Swimberghe & Wooldridge,
Scholars have also noted that in addition to several direct financial 2014). In addition, we also cover the environmental and societal aspects
benefits, CSR activities impart many non-financial benefits to restau­ of CSR. Accordingly, the reviewed literature related to this theme can be
rants (Cai et al., 2012; Chen et al., 2018; Youn et al., 2015). A diverse best presented through three distinct sub-themes discussed below.
body of literature has established that restaurants can enhance their
brand image and reputation through CSR activities (Kim & Kim, 2016; 5.2.1. CSR and customers
Tong et al., 2019). However, the outcomes of CSR for restaurants include The various CSR activities of restaurants affect customers, as dis­
multiple nuances that must be appreciated. It is interesting to note that cussed above. Some studies have investigated the effect of restaurants’
the type of CSR can influence the benefits a firm derives. For instance, CSR initiatives on customers’ responses in terms of satisfaction (Swim­
using the triple bottom line theory, Shim et al. (2021) investigated the berghe & Wooldridge, 2014) and loyalty (Lee et al., 2020). In addition,
association between CSR and the value of restaurants in the USA to show scholars have held that CSR activities are directly associated with cus­
that economic CSR enhanced restaurant value, while environmental CSR tomers’ attitudes, perceived reputation (He & Lai, 2014; Bolton &

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Mattila, 2015) and revisit intentions. Quite interestingly, scholars have may impact their brand value. This sheds light on an interesting fin­
also suggested that the properties/characteristics of the food served can ding—that considering the type of restaurant is essential when studying
play a role in customer satisfaction from CSR activities. For example, CSR issues in restaurants. Chain and luxury restaurants, in particular,
Severt et al. (2020) found that satisfaction and restaurant’s CSR strategy are less likely to engage in responsible activities that would make them
of making use of local food had strong influence on customers’ conative appear ‘cheap’ to their customers (Peng, 2020).
loyalty. Illuminating the point further, past studies have argued that CSR
investments produce positive outcomes in customer citizenship behav­ 6. Research gaps and avenues of future research
iour, which is defined as customers’ voluntary decisions to provide
suggestions to improve products and services (Ahmed et al., 2020). To Our review finds that the issues related to CSR in the restaurant
elaborate, customer citizenship behaviour is influenced by their positive sector encompass a growing area of research that has attracted
emotion towards a brand, which, in turn, is determined by CSR activities increasing scholarly attention in recent years. However, the existing
(van Tonder et al., 2018; Lee & Yoon, 2018; Kim, 2018). At the same body of literature suffers from certain limitations that present oppor­
time, the sole aim of CSR activities should not be to enhance customer tunities for future research. Therefore, summarising the research gaps
satisfaction; rather, firms should, through their CSR activities, work to and possible research questions for future work are vital for the
strengthen customer trust and establish long-term relationships with advancement of academic literature in the area. The gaps in the litera­
them (Swimberghe & Wooldridge, 2014). ture broadly cover two aspects, one related to content and the other to
Another issue of interest considers the ways in which customers methodology. Accordingly, we identify research gaps in each thematic
participate in the CSR process through donation and patronage. The area and in the methodological approaches used by the reviewed
extant literature contends that customers’ donation intentions vary studies. At the same time, we use these gaps as the basis for suggesting
across public versus private collectors of donation (Hanks et al., 2016; research questions that future scholars can address. The gaps as well as
Wu et al., 2016; Mattila et al., 2016). For instance, Hanks et al. (2016) suggested research questions are presented in Table 2.
revealed that customers were more likely to donate in the presence of
others than via self-service technology (SST). In their study, Mattila et al. 7. Research framework
(2016) observed that consumers’ sense of power, moderates the effect of
gratitude expression on consumers’ attitudes and behavioural intentions Based on the insights gained from our extensive review of relevant
to engage in matching donations. This observation presents interesting literature in the area, we propose a conceptual framework that brings
opportunities to investigate the potential for restaurants to use intelli­ together multiple dimensions of CSR initiatives/activities in the
gent crowdfunding and sourcing mechanisms to propose and implement restaurant sector. Our review highlights the multi-theoretic nature of the
CSR. However, studies in this direction are missing in the extant area as well as the ways in which CSR can be impacted by and can
literature. impact several individual-level (micro), firm-level (meso) and macro-
level factors. Although the captured themes represent several parts of
5.2.2. CSR and environmental issues the system scholars have already investigated, our deeper analysis re­
Prior research has indicated that customers are aware that restau­ veals the existence of several gaps that must be addressed to gain a more
rants can be incredibly wasteful and cause serious environmental harm holistic understanding of CSR in the restaurant industry. We believe that
(T. M., Kaur, Ferraris & Dhir, 2021). Therefore, they are careful about capturing this big picture is essential to represent the field more effec­
their patronage, and a restaurant’s projection of environmental re­ tively and advance the research area. Therefore, we draw upon the
sponsibility is paramount in attracting customer attention (Joo et al., systems approach that is quite popular in systematic reviews (e.g. Kaur,
2017; Lo et al., 2017). For example, a study by Joo et al. (2019) found Dhir, Talwar, & Alrasheedy, 2021; Madanaguli et al., 2021) to bring
that the efficacy of CSR authenticity for environmental concerns helps to together various parts and processes of CSR in restaurants (see Table 2).
predict positive consumer attitudes and intentions towards a firm. Social Our framework, entitled the antecedent-process-outcome (APO)
responsibility and concern have also been shown to impact customer model and presented in Fig. 9, comprehensively summarises our results
trust (Hanks & Mattila, 2016). and findings. Our choice of the model is grounded in two primary rea­
This indicates that customer-level outcomes of environmental CSR sons. First, as discussed in the preceding parts, the issue of CSR in res­
activities are only as good as customers’ perceptions of them. Previous taurants is inherently complex, requiring multi-theoretic insights to
studies on fast food restaurants have found that customers show stronger appreciate it fully. Utilising only one or two theories to summarise the
support for fast food companies committed to improving society through findings would preclude future researchers from adopting a more real­
their CSR activities (Harun et al., 2018; Kim & Ramos, 2018). For istic and broader theoretical perspective to understand the proposed
example, a study by Harun et al. (2018) reported that CSR activities by associations. Second, the theory-agnostic position also allows for an
fast food business strategists can strengthen effective customer identi­ intuitive summarisation of the factors influencing and influenced by
fication and satisfaction. Considering that the context was only fast food restaurants’ CSR activities.
restaurants, however, it is unclear whether such an environmental focus The conceptual framework, thus formulated, comprises five com­
in other types of restaurants produces a similar impact. ponents: (a) the antecedents of CSR, (b) CSR processes, (c) the mediators
and moderators of the CSR process, (d) the outcomes of CSR imple­
5.2.3. Societal-level CSR issues mentation and (e) contextual factors.
Societal benefits, such as advocacy for the environmental protection
of their communities, are among the important parameters on which 7.1. Antecedents of CSR
restaurant CSR activities are evaluated. Studies at the societal level aim
to identify the factors that help the restaurant sector implement CSR The restaurant sector’s efforts to formulate and implement CSR ini­
practices for societal benefits. This is perhaps best exemplified by the tiatives are driven by varied internal and external stakeholders, such as
impact of restaurant CSR activities on the social and environmental the TMT, employees, customers, investors, governments and the com­
outcomes of the triple bottom line (Kim & Zapata Ramos, 2018). Though munity. Our framework proposes these stakeholders’ roles and percep­
this topic is potentially fruitful, the number of studies currently tions as antecedents driving restaurants’ CSR initiatives through their
addressing it is limited. For instance, one way restaurants can make a actions and expectations. According to the stakeholder perspective
real difference is by donating excess food to the needy (Filimonau et al., (Freeman, 1984), the expectations of various stakeholders and share­
2019). However, Sakaguchi et al. (2018) observed that chain restaurants holders (who are also stakeholders) determine a firm’s actions, and
were particularly hesitant to donate food because they fear that doing so initiatives taken by these groups help in achieving the firm’s business

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Table 2
Research gaps and suggested research questions.
Theme Sub-theme Gaps Suggested research questions

CSR issues at the CSR practices and 1. Differences in the effectiveness of different channels’ impacts SQR1. How do the communication channels restaurants use
organisational communication on perceptions of restaurants’ CSR activities are currently not to inform various stakeholders about CSR initiatives differ?
level well understood. SQR2. What impact do the different communication
2. Different restaurant types can have different impacts on channels used to inform varied stakeholders about CSR
society. The literature has yet to—but must activities have on economic and social goals?SRQ3.What
evaluate—differences in these types of restaurants’ CSR role does restaurant type play in the formulation, execution
initiatives. and impact of CSR activities on societies?
CSR and 1. As in the case of other sectors, greenwashing is increasing in the SRQ4. What are the various financial and non-financial
performance restaurant sector. However, the present literature does not offer consequences of a firm’s failure to engage in CSR?SRQ5.
much insight into this controversial yet common practice. What causes restaurants to engage in greenwashing, and
2. The dark side of not engaging in CSR activities has not received what are the common ‘greenwashing methods’ they use?
much attention from academic research in the area thus far. SRQ6. What is the impact of greenwashing on CSR
outcomes?
CSR and managers 1. Although scholars have investigated the impact of TMT, more SRQ7. What is the role of board diversity characteristics,
granular investigation of the diversity of TMTs is required. such as gender, tenure and age, on CSR activities in
restaurants?
CSR issues external to CSR and customers 1. Although studies have found low SRQ8. Does the level of awareness about restaurants’ CSR
the restaurant 2. awareness of restaurants’ CSR initiatives initiatives impact the various financial and non-financial
3. among customers and other stakeholders, the impact of varying outcomes of those initiatives?SRQ9. How do varying
levels of awareness on firms’ outcomes has remained awareness levels about restaurants’ CSR initiatives
underexplored. influence both the theoretical understanding of CSR and the
4. Research related to the rigorous communication systems numerous practical implications for the industry?SRQ10.
through which CSR information can be made accessible is How can an effective communication strategy for
currently quite deficient. disseminating information about CSR initiatives boost the
5. Existing scholarship in the area has quite visibly neglected the visibility of the concerned restaurant?SRQ11. How do the
potential observations and expectations of varied stakeholders. observations and expectations of varied stakeholders
6. Recommendations for developing mechanisms that can strengthen restaurants’ CSR initiatives?
strengthen CSR awareness among various stakeholders remain
somewhat under presented in the literature.
CSR and 1. The question of how addressing environmental issues creates SRQ12. How can the benefits societies derive from
environmental tangible benefits for societies requires closer inspection. restaurants’ environmental CSR activities be quantified?
issues
Societal-level CSR 1. Encouraging customers to participate in CSR through SRQ13. How can restaurants craft crowdsourcing and
issues mechanisms such as a donation is gaining popularity, requiring funding mechanisms to encourage customer/societal
deeper analysis than the current literature offers. participation in CSR initiatives?SRQ14. How do various
2. The usefulness of crowdsourcing as a way of mobilising funds CSR initiatives of restaurants align with and impact social
for CSR activities is another area that has remained goals?
underexplored from the perspective of societal involvement in
restaurants’ CSR activities.
Methodological gaps 1. A cross-sectional design may limit the generalisability and SRQ15. Would the current results hold if investigated
robustness of research findings, as underscored by recent through a different research design?SRQ16. How can
studies (Talwar, Dhir et al., 2020). Mixed methods and quali­ examining causal relationships using experimental data
tative methods can provide deeper insights into stakeholders’ rather than associative relationships using cross-sectional
perceptions of restaurants’ CSR activities. Currently, however, design provide more granular insights about various aspects
the literature is skewed towards quantitative data collection of restaurants’ CSR activities?SRQ17. How do personal
methods. demographic, geographic and behavioural characteristics
2. In addition, the qualitative data necessary to uncover the finer moderate the associations tested to understand varied
nuances of CSR issues are lacking. This is essential because to aspects and consequences of CSR activities in the restaurant
bring more robustness to the literature, it is imperative to sector?SRQ18. What potential variables act as intervening
include narratives among the powerful techniques of mechanisms in the associations of the various antecedents
qualitative analysis (Aguinin & Glavas, 2017) and consequents of CSR initiatives in the restaurant sector?
3. Studies regarding the impact of demographic variables, such as
age, income, gender, culture and behavioural characteristics,
on CSR-related issues in the sector are lacking.
4. Despite being skewed towards quantitative data analysis, most
studies have failed to examine the role of relevant mediating
and moderating variables. This means that intervening
mechanisms and individual differences that may affect the
associations between variables of interest in the area have not
received much attention.

objectives. management teams with diversity can be quite useful. In this regard,
CEOs or top management help to formulate CSR strategies with the research grounded in theories such as cognitive diversity (Miller et al.,
support of other employees, and the implementation of these initiatives 1998), resource dependence (Pfeffer & Salancik, 1978) and social
positively impacts external stakeholders (Yasir et al., 2021). Moreover, identity (Tajfel & Turner, 2004) can offer interesting insights. We
as proposed by the upper echelons theory (Hambrick & Mason, 1984), believe such studies can help us understand if there is value in the di­
top management acts as a driver in strengthening a firm’s values and versity of top management teams. We suggest that such investigation
formulating CSR into action. Hence, further research in this direction should also be extended to examine the impact of employee diversity in
can be of great use and immense benefit to the restaurant sector. At the terms of age, gender, experience, education and other aspects on initi­
same time, analysing the demographic profile of concerned stakeholders ating and implementing restaurants’ CSR activities.
can help to better understand their role in strengthening restaurants’ It is also important for researchers to examine how employees’ ex­
CSR initiatives. Furthermore, research linking the role of top pectations are and should be taken care of in this context. Despite

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Fig. 9. Research framework.

acknowledging that employees are crucial drivers of CSR initiatives in restaurants’ CSR-related decisions are necessary to make the knowledge
restaurants, very few studies reviewed in our SLR have focused on em­ base in the area more sound and practically responsive.
ployees’ expectations and roles in CSR implementation. This gap in­ Finally, about the community as a stakeholder, it is well-documented
dicates that examining the role of employees in CSR formulation, that CSR initiatives create a positive impression in stakeholders’ minds if
implementation and communication presents a fertile area for future these stakeholders perceive that an organisation’s CSR actions are
research. Future research can deliberate upon the role of employees, beneficial to the community at large. Prior studies have noted the impact
their demographics and personality traits as significant employee- of CSR on the community but failed to examine how community-focused
related antecedents. CSR activities in the restaurant sector create a positive impact on
As the discussion proceeds, it is equally important for managers to stakeholders’ minds. Hence, our framework posits that scholars must
understand the impact of CSR initiatives on shareholders because they examine the community as an antecedent in this regard. Further, it is
play a pivotal role in providing the capital necessary for CSR initiatives also interesting to note that despite the growing interest in the role of
(King & Lenox, 2001; Park & Lee, 2009; Lee & Park, 2010; Kim; 2013). various stakeholders in impacting restaurants’ CSR initiatives, research
Because balancing shareholder value with stakeholder value is the key attention has remained limited to the stakeholders’ mentioned above.
to successful CSR implementation, we suggest that to advance research This presents an interesting opportunity to expand the scope of research
in this area, scholars should draw upon the concept of ‘shared value’ by identifying and examining the role of various other stakeholders,
(Porter & Kramer, 2011), which emphasises the idea of creating both such as trade unions, employee unions, non-governmental organisa­
shareholder and stakeholder value simultaneously through the intelli­ tions, associations and academic institutions, among others, in impact­
gent design of business processes. Related insights can enable restau­ ing restaurants’ CSR activities.
rants to move beyond the trade-off between value created for
shareholders and value created for other stakeholders.
In addition to employees and shareholders, customers represent 7.2. CSR processes
another important part of the CSR structure. Customers can actively
promote and support restaurants’ CSR initiatives by showcasing their Our review highlights the complex nature of the process by which
loyalty and revisit intentions based on their positive feedback about CSR firms plan, implement, communicate and draw value from CSR initia­
activities. Thus, deeper research into the drivers of customers’ percep­ tives. This component of our conceptual framework addresses the
tions of CSR and ways of increasing their awareness about various various processes restaurants must carry out related to CSR. These
restaurant CSR initiatives may prove quite useful for practice. In this include (a) communicating CSR, (b) investing in CSR implementation
regard, we suggest that theories such as social identity (Tafjel et al., and (c) manifesting CSR initiatives, which are discussed below.
1979) and social exchange theory, which entail a collection of many Our review confirms that communicating CSR-related information is
conceptual underpinnings (Cropanzano & Mitchell, 2005), may be used as important as the activities themselves. Among the ways that infor­
to develop frameworks and test hypotheses to better explicate cus­ mation regarding CSR initiatives can be disseminated are online
tomers’ motives and behaviours related to CSR activities. Other communication channels, such as websites and social networking sites.
important stakeholder groups about which restaurants must be vigilant Research has shown that information provided via CSR messages on
and with which they must engage are the media and consumer social networking sites positively impacts restaurants’ credibility (Tong
‘watchdog’ groups because these stakeholders can quickly spread evi­ et al., 2019). In addition, in-situ modes of communication, such as a
dence of observed socially irresponsible behaviours or initiate punitive restaurant’s menu, can be used to convey CSR-related messages to
actions, as necessary, resulting in serious repercussions for restaurants. various stakeholders. However, the ways in which these modes interact
More studies delving into the ways in which restaurants can minimise with various stakeholders to produce positive results for restaurants are
irresponsible behaviours at the employee level and engage in damage less understood. Understanding such dynamics may enable restaurants
control when victimised may prove to be quite valuable. Moreover, to disseminate information related to CSR initiatives in a much more
research investigating various policy and regulatory aspects of CSR professional, transparent and effective manner.
initiatives as well as the ways in which policy can impinge on Stakeholders can influence investment in the implementation of
various CSR-driven activities in both a positive and a negative manner.

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Prior studies have sought to associate CSR expenditures with enhanced revenue. At the same time, restaurants’ proactive approach towards CSR
performance via a restaurant’s reputation and its relationship with may enhance the reputation and performance of the sector. However,
external stakeholders (Orlitzky et al., 2003; Gatti et al., 2012). However, pursuing these outcomes can come at the cost of pretending or over­
CSR expenditures also entail costs and thus impose a burden on the communicating CSR activities merely to gain the related benefits.
sector, thereby hindering the maximisation of shareholder wealth (e.g. Although such pretentious manifestations are known to exist, particu­
Park & Lee, 2009; Makni et al., 2009). Through our framework, we larly by the term greenwashing in the sustainable hospitality literature
underscore the need to investigate the positive and negative effects of (Chen et al., 2019; Gupta et al., 2019), such manifestations have
CSR implementation, which can help top management make strategi­ remained underexplored in the context of lip-service done by restaurants
cally effective decisions. in the name of CSR.
Finally, we also underscore the importance of the process displaying Our framework addresses this lacuna in the literature, presenting it
CSR initiatives to produce anticipated outcomes for the concerned as a potential dimension deserving scholarly attention. Of course, our
restaurant. Our review reveals several such displays, which can be proposal to focus on the negative aspects is in no way intended to pre­
broadly seen as issues related to the environment or society, either in­ clude the importance of investigating the positive aspects of CSR. There
ternal to firms (e.g. employee wellness) or external to them. Further, is no disputing that awareness of CSR and societal benefits may make
though several studies have discussed positive aspects, we call for an restaurants mindful of their approach towards energy conservation and
examination of negative manifestations, such as greenwashing and the the reduction of waste. Our framework also clearly highlights such
extreme path of avoiding CSR-related activities altogether. linkages, indicating that research related to CSR’s impact on these as­
Further, restaurants can choose to take a proactive or a reactive pects needs to be strengthened.
approach. In this regard, scholars have noted that the proactive
approach of engaging in CSR activities can help restaurants avoid 7.5. Contextual factors
customer and activist boycotts (Luo & Bhattacharya, 2009; Vogel,
2005). Interestingly, customers tend to perceive a proactive approach to Contextual factors constitute the business environment (cultural and
CSR as an expression of a restaurant’s altruistic nature; meanwhile, they institutional factors) and restaurant context (type of restaurants and
assess a reactive approach as a reaction to a restaurant’s previously their CSR policies). The business environment factors consist of cultural
irresponsible behaviour (Becker-Olsen et al., 2006; Ricks, 2005). The factors, government policies and regulators. To elaborate, it includes the
related literature offers narrow insights about the proactive and reactive sector in which the firm operates, the embedded culture of the restau­
approaches restaurants have taken via CSR initiatives, indicating a need rants, the legal framework, the role of regulators and technological as­
for additional research in this direction. We argue that the consideration pects, which help to shape organisational goals. In addition,
of varied manifestations of CSR and their purpose is an interesting geographical location is also an essential contextual factor because it
variable of investigation. impacts strategising and implementing CSR initiatives. In this regard,
our analysis reveals that developed nations have more vibrant CSR
7.3. Mediators and moderators practices and their implementation is more effective compared to
developing nations. Thus, our framework highlights the need for re­
Although some studies have examined CSR as a mediating variable searchers to focus on restaurants in developing nations to deeply
(Chen & Jai, 2018; Koo, 2018) or moderating variable (Assaf et al., investigate the extent to which geographical location contributes to
2019), few related studies have considered personal characteristics (e.g. laxity in CSR practices, if any. In addition, we suggest examining the role
healthfulness), social settings and situational factors (e.g. advertising of cultural differences in affecting CSR dynamics and pursuing wider
spending, restaurant characteristics) as mediating and moderating var­ geographical coverage as an agenda for future research in the area.
iables. Because intervening mechanisms and moderation effects can Furthermore, mandatory CSR-related laws, such as those in India, can
provide a more realistic understanding of any phenomenon, we suggest significantly influence how and why restaurants implement CSR. At
examining the moderating effects of demographic variables, such as age, present, the literature offers little understanding of the ways in which
gender and country, and of behavioural characteristics to understand these laws affect CSR outcomes. Similarly, comparative studies on CSR
better the complexities of CSR processes, the interactions of varied differences between cultures and institutional environments are also
stakeholders and the outcomes thereof. In addition, personality factors, currently limited. Therefore, our framework proposes these areas as
both of customers and employees, and aspects such as organisational potential research concerns that must be addressed.
identification, motivation, satisfaction and trust may be quite interesting Restaurant-level contextual factors comprise the type of restaurants
mediating or moderating variables. and their CSR policies, which play a crucial role in formulating and
implementing CSR initiatives. In this regard, we recommend that re­
7.4. Outcomes of CSR searchers in the area focus more closely on differences in CSR initiatives
across different types of restaurants, such as fine dining, casual dining,
As highlighted in the preceding discussion, restaurants’ CSR initia­ fast food dining and so on.
tives can prove beneficial for varied stakeholders. However, these ini­
tiatives must be effectively disseminated to increase their impact. To 8. Study implications
better communicate anticipated and actual positive outcomes, we sug­
gest that firms apply the triple bottom line approach (Elkington, 2004). Reviewing the literature related to CSR in restaurants helped us to
The application to triple bottom approach can help the restaurants identify the key research themes and visible gaps in the amassed
working towards economic, social and environmental aspects. CSR ini­ knowledge on CSR and thereby provided us with a basis to suggest
tiatives that enhance social and environmental outcomes can help firms research questions and formulate a comprehensive conceptual frame­
create positivity among various stakeholders, who are known to carry a work. Our study also presents several interesting theoretical and
positive attitude towards firms that work towards the well-being of managerial implications, as discussed below.
employees, customers and society at large.
In contrast to the clear positive consequences of CSR initiatives 8.1. Theoretical implications
focused on social and environmental aspects, the quest for economic
outcomes through CSR is a double-edged sword. Only the positive By reviewing studies related to CSR in the restaurant sector, pub­
dimension has received scholarly attention thus far. Strategic CSR lished between 2004 and 2021, we make three key theoretical contri­
implementation by restaurants is expected to reduce costs and increase butions. First, our study contributes by organising the existing research

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on CSR into distinct themes, which make it easier to understand the through consumers’ preferred advertisement channels, such as websites
literature and draw inferences from it. The three themes we delineated and menus. For instance, showcasing their responsibility and concern
are societal-level CSR issues, organisational-level CSR issues, and indi­ for the well-being of their customers, restaurants can highlight words
vidual stakeholders and CSR. To make the narrative more structured, we such as ‘fresh ingredients’ and ‘health benefits in their communications.
further classified each of these themes into two subthemes. For example, We also suggest that restaurants develop a dedicated plan for commu­
societal-level CSR issues include two sub-themes: CSR and environ­ nicating their CSR practices across various social media platforms. In
mental issues and CSR and donations. Similarly, the organisational-level particular, restaurants must effectively communicate the positive out­
CSR theme includes two sub-themes: CSR practices and communication comes of their CSR activities to achieve greater returns on their CSR
and CSR and performance. Finally, the theme individual stakeholders investments. For instance, they can share data related to savings that
and CSR theme has CSR and managers and CSR and customers as its two have emerged from implementing water efficiency practices, waste
subthemes. Based on our classification, we contend that the theoretical reduction initiatives and recycling projects on their websites and social
advancement of this research area requires defining and interpreting media accounts.
CSR in the restaurant sector by explicitly relating business necessities to Third, restaurants’ CSR activities should be oriented towards making
social and environmental goals while taking all stakeholders’ perspec­ a long-term social impact rather than adopting a short-term reactive
tives into account. In this direction, we define CSR as a sincere and stance. Such efforts to make a long-term social impact would benefit the
committed investment by restaurants to work towards sustainability and well- community and stabilise the often-vulnerable socio-economic environ­
being for all stakeholders through continued and transparent efforts to pro­ ment in which many restaurants operate. Achieving such a long-term
mote societal and environmental agendas. impact requires the involvement and contribution of all internal and
Second, we contribute by systematically uncovering crucial research external stakeholders in these activities. In particular, because cus­
gaps in the reviewed literature related to CSR in the restaurant sector. tomers are considered one of the most valuable assets for the industry,
Our analysis revealed that CSR is an important tool for the restaurant their feedback and suggestions should be prioritised during CSR
sector because it can play a significant role in the sector’s success and implementation. Restaurants can also demonstrate their commitment to
growth when formulated and implemented correctly by duly engaging CSR initiatives via reward mechanics, such as vouchers, for customers
multiple stakeholders. The findings of our SLR confirmed that research who actively support their CSR activities.
on CSR in the restaurant sector has not adequately addressed the role of Finally, to secure a competitive advantage, restaurants should
some important stakeholders, particularly stakeholders such as media, minimise greenwashing and scepticism because these practices have the
non-government organisations and unions. Considering the crucial role potential to cause severe reputational damage. Moreover, top manage­
of these stakeholders and the impact of CSR on them might be strate­ ment should remain vigilant while working on CSR policies to ensure
gically important for the restaurant sector. synergy—and thus effectiveness, resource use efficiency and credi­
Finally, we contribute to the advancement of research in the area by bility—in the efforts of various departments working for CSR imple­
contemplating potential research questions and formulating a compre­ mentation. Finally, to outpace competitors on the CSR front, we suggest
hensive conceptual framework comprising interesting variables and that restaurants keep track of all financial and competitive impacts of
relationships for further examination to better understand diverse as­ their charitable activities. These activities are also required to provide
pects of CSR in the restaurant sector. The framework provides future evidence for social return on investment (SROI) reports.
researchers a bird’s-eye view of the existing knowledge base in the area,
indicating, at the same time, what remains underexplored or ignored. In 9. Conclusion
addition, we also offer the research profile of the reviewed studies for
the ready reference of future researchers to identify appropriate outlets The purpose of this SLR was to critically analyse the literature related
for their studies. Further, the profile also summarises the most widely to CSR in the restaurant sector and set the future research agenda for the
used methods and theories to help scholars conceptualise their research area. To the best of our knowledge, ours is the first SLR to review
and determine their research designs. research focused on CSR in the restaurant sector specifically. In
achieving this objective, we were guided by three research questions.
8.2. Managerial implications RQ1 sought to uncover the current state of the literature investi­
gating CSR in the restaurant sector. After reviewing the literature, the
Our review emphasises the significance of CSR practices for restau­ study identified two themes with three sub-themes in each pertinent to
rants’ financial and non-financial outcomes, offering four key implica­ the CSR perceptions and initiatives of various stakeholders, including
tions for practice. First, the results confirm the role of CSR in impacting top management, employees and customers, for societal benefits. RQ2
varied stakeholders and enhancing organisational performance. At the was formulated to identify gaps in the area’s current knowledge and to
same time, our analysis reveals the role of multiple stakeholders in suggest research questions. Towards this end, we explored limitations in
strengthening the credibility of CSR practices in restaurants. Thus, we the literature under each theme and presented several theme-related
suggest that top management sincerely acknowledges the role that in­ and methodology-related gaps and potential research questions for
ternal and external stakeholders play in making their restaurants’ CSR future researchers. RQ3 aimed to formulate a comprehensive framework
initiatives more effective and visible. As one of the essential building summarising various dimensions and nuances of CSR research in the
blocks of any organisation, employees, in particular, should receive restaurant sector. As a result, we proposed a conceptual framework with
credit for their efforts. At the same time, their concerns should be seri­ multiple dimensions: business environment, type of restaurant, stake­
ously considered and addressed. holders, processes, investment, manifestations, mediators, moderators
Second, our review of relevant literature reveals a deficiency in CSR and outcomes.
awareness among various stakeholders. Hence, we suggest that restau­ Although we followed the necessary steps while conducting the SLR,
rants make their communications regarding their CSR activities more certain limitations need to be acknowledged. First, to keep the scope of
visible to all stakeholders. To provide a comprehensive view and our review manageable, we reviewed articles published in peer-
enhance transparency and awareness, it is pertinent for the industry to reviewed journals only. Therefore, we may have failed to review some
embed CSR in employee training programmes and on restaurants’ relevant studies published in conference proceedings or as book chap­
websites and other social media platforms. Further, based on the pro- ters. We suggest that future researchers who undertake a review in this
environmental literature, which indicates a need to market environ­ area address this limitation by expanding the search scope. Second, we
mentally friendly practices to environmentally conscious customers confined our search to Scopus and WoS only. We thus suggest that
(Hanas, 2007), we suggest that restaurants advertise their CSR practices scholars endeavouring to review the literature in this area consider

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including other databases, which may yield additional results. Finally, Cochran, C., Goulbourne, E., Hunt, C., & Veza, A. (2018). Restaurant Food Waste Action
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Puneet Kaur (DSc) is currently a postdoctoral researcher at Department of Psychosocial
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00207543.2020.1868599 Currently she is an Associate Professor at KJ Somaiya Institute of Management, Mumbai,
Tenenbaum, L. (2019, July 16). Plastic Cutlery Is Terrible For The Environment And We India. Her work has published in the Journal of Retailing and Consumer Services, Inter­
Don’t Need To Have It Delivered. Forbes. https://www.forbes.com/sites/ national Journal of Contemporary Hospitality Management, International Journal of
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Thirumalesh Madanaguli, A., Kaur, P., Bresciani, S., & Dhir, A. (2021). Entrepreneurship
Arun Thirumalesh Madanaguli (PhD) is a post-doctoral researcher for Entrepreneurship
in rural hospitality and tourism. A systematic literature review of past achievements
and Innovation at Luleå University of Technology. His research appears in the Interna­
and future promises. International Journal of Contemporary Hospitality Management..
tional Journal of Contemporary Hospitality Management, Business Strategy and Envi­
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Safety of Food Affect Reputation? A Study of Fast-food Restaurants Industry in Hong
Kong. Journal of Economics, Management and Trade, 22(3), 1–18. https://doi.org/ Shalini Srivastava (Ph.D.) is a professor at Jaipuria Institute of Management, India. Her
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CSR efforts through the property websites? The case of Hong Kong. In Information Norway. He is also a visiting professor at Norwegian School of Hotel Management, Uni­
and Communication Technologies in Tourism 2015 (pp. 651-663). Springer, Cham. versity of Stavanger, Norway. His research appears in the Technology Forecasting and
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consumers’ attitudes towards brand and purchase behavior? Buyer-seller guanxi as tional Journal of Information Management, Computers in Human Behaviour, Computers in
the moderator. Revista de Cercetare si Interventie Sociala, 53, 272–287. Industry, International Journal of Hospitality Management, Journal of Cleaner Production,
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