Where to position sustainability? Effects of sustainability positioning on customer emotional attachment and citizenship behavior

As sustainability becomes increasingly important in hospitality, understanding its optimal placement within the customer experience is critical. Drawing on consumer behavior research, Collective Action Theory, and Diffusion of Responsibility Theory, this study examines how sustainability positioning influences customer emotional attachment and citizenship behavior in restaurants. Using a 2 × 2 between-subjects experimental design with 403 U.S. diners, the study compares atmospheric and product-based sustainability positioning. Results from two-way ANOVA reveal that atmospheric positioning significantly enhances both outcomes, whereas product positioning shows no significant effects. The findings introduce a novel framework and suggest prioritizing visible, low-effort environmental sustainability initiatives over product-focused approaches.