The role of social media in tourists’ conformity and irrational food consumption: Implications for food waste

This study examines the impact of social media on tourists' irrational food consumption behavior at travel destinations, a significant potential contributor to food waste. Based on the social influence theory, a conceptual model was established to examine the relationship between conformity, social identity, social desirability, and irrational consumption. We also examined the mediating effect of tourists' vanity. Data were collected from 440 participants from Mainland China who had visited restaurants introduced by the social media during their previous trip. Our results showed that extensive exposure to food-themed photos and videos influenced tourists' conformity. Conformity fulfilled tourists' social identity and desirability, leading to irrational food consumption. We confirmed the mediating role of vanity, elucidating the relationship between conformity, social identity, and desirability. The novelty of this study lies in examining and discussing the potential negative influence of social media on tourists' food consumption behaviour at travel destinations, rather than merely focusing on the general impact of social media on behaviour. Additionally, this study fills a critical research gap by exploring irrational food consumption behaviour, which has been largely overlooked in previous studies that primarily focused on rational decision-making processes. Additionally, this study provides empirical evidence and new insights into the influence of social media on tourists’ food waste which can promote the sustainable development of tourism and avoid food wastage by providing practical solutions.