The objective of this study was to explore how different types of rewards affect customers’ inclinations to engage in environmental activities promoted through restaurant social media platforms. In addition, we investigated the potential moderating role of customer level of participation within the social media community. A total of 202 valid responses obtained by distributing a self-administered survey among restaurant patrons were subjected to hierarchical regression analysis to examine relationships between variables. The findings underscored the significant influence of economic and social rewards on shaping customer intent to participate in environmental initiatives promoted within restaurant social media communities. Furthermore, the study revealed that the extent of customer participation within the social media community moderated the relationship between rewards and their likelihood to partake in environmentally conscious behaviors. These results have meaningful implications for restaurant managers seeking to promote environmental initiatives effectively through social media platforms and within their establishments.

Abstract
I. 서 론
II. 연구내용 및 방법
    1. 조사대상 및 기간
    2. 조사내용 및 분석방법
III. 결과 및 고찰
    1. 조사대상자의 일반적인 특성
    2. 측정항목의 타당성 및 신뢰도 분석결과
    3. 소셜미디어 커뮤니티에서의 친환경이니셔티브 참여의도에대한 위계적 회귀분석 결과
    4. 오프라인에서 실제 친환경활동에 대한 위계적 회귀분석결과
IV. 요약 및 결론
Conflict of Interest
References

• 장윤정(우송대학교 호텔외식조리대학 글로벌외식창업전공) | Jang, Yoon Jung (Sol International Restaurant & Entrepreneurship, Hotel, Restaurant & Culinary Arts School, Woosong University) Corresponding author