Zi‐Qi Wang, Yang Zhang, Sifan Liu, Zhixuan Li, Menglong Xia
Purpose Building on the theory of planned behavior (TPB) and the norm activation model (NAM), this study develops an integrated framework to examine the determinants of consumers’ responsible luxury consumption in Michelin Green Star restaurants. Design/methodology/approach This study employs a multi-analytical approach, operationalizing responsible luxury consumption through travel intentions. Data from 418 respondents in Macao were analyzed using structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to identify key predictors and configurational causal pathways. Findings The fine-dining experiencescape (service quality, food sensory, guest interactions and dining atmosphere) positively shapes attitudes toward eco-brand restaurants. FsQCA further identifies multiple equifinal configurations of TPB and NAM antecedents, together with experiencescape factors, sufficient to predict high responsible luxury intention and behavior. Practical implications Fine-dining operators should embed sustainability cues across the four experiencescape dimensions, reinforce subjective norms through social-proof elements such as testimonials and community dining events, and communicate the environmental consequences of wasteful consumption to activate personal norms, thereby translating eco-certification into responsible luxury patronage. Originality/value This research develops a novel TPB–NAM framework for responsible luxury consumption, an underexplored area, while the SEM–fsQCA combination provides methodological advancement by revealing complex configurational patterns.