FAITH, VALUES AND DIGITAL INFLUENCE: AN EXTENDED VBN FRAMEWORK FOR UNDERSTANDING FOOD LEFTOVER SHARING BEHAVIOUR

Purpose-This study examines food leftover-sharing behaviour in restaurant settings in Saudi Arabia using the Value-Belief-Norm (VBN) theory and investigates the moderating role of religious social media celebrities (RMSCs) in the relationship between personal norms (PN) and food leftover-sharing behaviour.Design/methodology/approach-A quantitative survey was conducted among young urban restaurant diners in Saudi Arabia using purposive sampling.Data were collected through a self-administered questionnaire, yielding 400 valid responses.Established measurement scales were adapted from prior studies, and structural equation modelling was employed to test the proposed relationships.Findings-Environmental value and religious value significantly influence ecological beliefs, which shape awareness of consequences, responsibility, and PN.PN positively predict food leftover-sharing behaviour.RMSCs strengthen the relationship between PN and behaviour, confirming their moderating role in translating moral obligation into action.