ABSTRACT

In the thriving restaurant industry of Paris, especially within the luxury restaurant sector, Corporate Social Responsibility (CSR) has become an increasingly prominent feature, mirroring global trends toward sustainability and ethical business practices. This study aimed to uncover the factors influencing customer perceptions of CSR within this context. This investigation applied a multifaceted methodological approach, involving document scrutiny, individual interviews, field observations, and questionnaire dissemination in nine typical Parisian luxury restaurants. The compilation of data underwent processing and interpretation using Descriptive Statistics, supplemented by Partial Least Squares and Structural Equation Modeling techniques. The present study's results demonstrated a complex interplay of factors that influence customer perceptions of CSR. Notably, (1) the communication of CSR initiatives, (2) the authenticity of these actions, and (3) their alignment with the overall brand image emerged as significant influencers. Furthermore, the link between CSR perceptions and customer loyalty was underpinned by a demand for consistent and genuine CSR engagement. This study conclusively underscores the importance of effectively communicating CSR initiatives to customers in the Parisian restaurant industry, whilst ensuring that these initiatives are authentic and align with the restaurant’s overall brand identity. These insights can help Parisian restaurants to strategize their CSR initiatives more effectively, ultimately contributing to a more sustainable dining culture in the city.

Keywords: Corporate Social Responsibility, Luxury Parisian Restaurants, Customer Perceptions, Sustainable Dining, Authenticity, Brand Image.