Interpreting sustainability signals: how brand origin and consumer cosmopolitanism shape CSR inferences and downstream consumer responses

Purpose As restaurants worldwide increasingly adopt plant-based offerings to advance sustainability goals, understanding how consumers interpret these initiatives has become essential. Drawing from signaling theory and social identity theory, this research aims to demonstrate that plant-based menu promotions function as corporate social responsibility (CSR) signals, with consumers’ interpretations shaped jointly by restaurant brand origin and their level of cosmopolitanism. Design/methodology/approach The research used two online experiments to test the proposed framework across different cuisine types and dining contexts. Findings Consumers low in cosmopolitanism ascribe stronger CSR to domestic (vs foreign) restaurant brands, whereas those high in cosmopolitanism show the opposite pattern. Moreover, these CSR inferences translate into enhanced product-related responses and brand-related outcomes. Originality/value This research contributes to the hospitality literature on brand origin effects, restaurant sustainable practices and CSR communication. It offers insights for hospitality firms seeking to leverage plant-based initiatives to foster positive brand inferences and enhance consumer outcomes.