Behavioral spillover from sustainable consumption to customer citizenship behavior in biomaterial packaging use within the food industry

The escalating environmental impact of single-use plastics has intensified the need for sustainable alternatives in the food sector, particularly in developing countries. This study examines the antecedents and outcomes of sustainable consumption behavior (SCB) toward biomaterial food packaging and investigates how such behavior translates into customer loyalty (CL) and customer citizenship behavior (CCB). Drawing on Value–Belief–Norm and behavioral spillover theories, the study proposes a model linking perceived quality, product involvement, and environmental commitment to SCB, and consumer susceptibility to interpersonal influence (CSI) as a moderator. Data were collected from 715 consumers with experience using biomaterial food packaging and analyzed using Partial Least Squares–Structural Equation Modeling. Results reveal that perceived quality, product involvement, and environmental commitment are associated with SCB. In turn, SCB strongly predicts customer loyalty and customer citizenship behavior, while customer loyalty further enhances citizenship behavior. Contrary to expectations, CSI does not significantly moderate most relationships. The findings highlight the intrinsic values and personal involvement over social pressure in driving sustainable consumption. This study contributes to the sustainable tourism and consumer behavior literature by demonstrating how sustainable consumption fosters CL and CCB, offering actionable insights for managers and policymakers promoting biomaterial adoption in foodservice contexts.