The Construction of Image Reference Points and Text Appeals Information Tailoring in Promoting Diners’ Public Environment Maintenance Behavior Intention

The environmental maintenance of public dining spaces significantly impacts urban construction's sustainable and healthy development. This paper studied the influence of image-text information tailoring relationships on behavioral intentions to promote public dining space environment maintenance. We used a two-factor between-subject experimental design, two (image reference points: self vs. others) × two (text appeals: feasibility vs. desirability). We also examined the mediating roles of environmental maintenance attitudes and environmental responsibility perceptions as regards pro-environmental behavioral intentions. The research results showed the following: (1) Among the four image-text information construction methods, the other's image reference point with the desirability text appeal promotes the diners' pro-environmental behavioral intention with optimal effectiveness; and (2) Environmental maintenance attitudes and environmental responsibility perceptions play mediating roles in promoting diners' intention to maintain environmental behavior in the image-text combined information presentation. Environmental responsibility perceptions cannot be mediated alone and must be progressively mediated with environmental maintenance attitudes.