Perceived Value Fit and Customer Citizenship Behavior in Food Delivery Apps' Pro‐Environmental Initiatives: An Extended Theory of Pro‐Environmental Planned Behavior Approach

ABSTRACT The environmental challenges in the food delivery industry have led many apps to adopt pro‐environmental initiatives. This study explores how customers' perceived value fit with sustainability efforts influences customer citizenship behavior, using an extended Theory of Planned Behavior framework. Data were collected via an online survey of 542 adults and analyzed using partial least squares structural equation modeling. Results show that biospheric, altruistic, and egoistic value fit positively influenced attitudes and perceived behavioral control, with only biospheric value fit directly affecting participation behavior. Customer citizenship behavior was driven by participation and perceived behavioral control. Uniquely, this study positions perceived value fit as a higher‐order antecedent within TPB, offering a more comprehensive explanation of pro‐environmental behaviors in tourism‐related service contexts. Practically, the findings suggest that FDAs and tourism providers can foster sustainability engagement by aligning initiatives with customer values and encouraging pro‐environmental participatory behaviors.