Decoding excess: the role of social media celebrities and impression management in food over-ordering in luxury dining

Purpose This study aims to investigate the psychological and socially constructed drivers of food over-ordering behaviour (OOB) in luxury communal dining settings. Specifically, it extends the value-belief-norm (VBN) theory by integrating the influence of social media celebrities (SMCs) and the moderating role of impression management (IM), aiming to better understand sustainable consumption dynamics and food waste reduction. Design/methodology/approach Data were collected from 417 frequent diners at luxury restaurants in China. Using Partial Least Squares Structural Equation Modelling via SmartPLS 4, the study tested the hypothesized relationships and explored the moderating role of IM. Findings The results confirm that all core components of the VBN framework – environmental values (EV), ecological worldview, awareness of consequences, ascription of responsibility and personal norms (PN) – significantly influence food OOB. Additionally, SMCs significantly shape EV, while IM negatively moderates the effect of PN on over-ordering, revealing that self-presentational concerns can either override or reinforce sustainable intentions depending on the social context. Originality/value This study makes a dual theoretical contribution by both broadening the VBN framework through the inclusion of SMCs as external antecedents of EV and deepening it by introducing IM as a psychological moderator that conditions the influence of PN on behaviour. This integrated approach addresses key gaps in previous research, which has predominantly relied on the norm activation model without incorporating socially mediated or image-driven influences. Practically, the findings offer strategic insights for leveraging influencer messaging and managing impression-related motives to foster more sustainable dining practices.