The role of fresh and local food information on menus in shaping CSR attitudes: an eye-tracking study

Purpose This study aims to explore how customers’ attitudes toward a restaurant menu featuring local food information influence their visual attention and CSR attitudes. It also examines the moderating effects of environmental consciousness and community attachment. Design/methodology/approach The study was conducted in an eye-tracking laboratory, and 111 responses were collected in two phases: the eye-tracking phase and the post-study survey. Descriptive statistics, confirmatory factor analysis and PROCESS macro analysis were conducted for data analysis. Findings The findings revealed that positive menu attitudes not only impact CSR attitudes but also influence customers’ visual attention. Moreover, environmental consciousness moderates the relationship between menu attitudes and visual attention for both central and peripheral cues on the menu. Practical implications Restaurant managers can influence customers’ visual attention and CSR attitude by enhancing menu attitudes and implementing effective strategies to present local food information on their menu. Originality/value Interweaving signaling theory and the elaboration likelihood model, this research examines individuals’ conscious and unconscious responses to the restaurant menu containing local food information by taking an eye-tracking approach, offering robust findings.