Introduction The rapid rise of vegetarian tourism mirrors the global expansion of the plant-based food market. Despite this trend, limited research has explored how vegetarian restaurants influence consumers’ pro-environmental behaviors through sensory experiences and the dissemination of green knowledge. Methods Guided by the Stimulus–Organism–Response (SOR) framework, this study developed and empirically tested a conceptual model linking sensory perception, perceived green knowledge, green mindfulness, eco-reflection, and environmentally friendly dietary behavior. A mixed-methods approach was adopted, combining qualitative exploration with a quantitative survey conducted among 615 diners at vegetarian restaurants in Shanghai. Results Structural equation modeling results indicated that sensory experience and perceived green knowledge significantly enhanced green mindfulness and eco-reflection, which in turn promoted environmentally friendly dietary behavior. Both direct and indirect pathways were significant, confirming the mediating roles of green mindfulness and eco-reflection within the SOR framework. Discussion These findings deepen theoretical understanding of sustainable consumption mechanisms in vegetarian dining contexts by identifying sensory and cognitive routes that foster pro-environmental dietary behavior. Practically, the results offer insights for vegetarian restaurant managers on designing sensory environments and educational strategies that encourage mindful eating and reduce food waste.
Wang et al. (Mon,) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: