Examining the effects of fear of missing out on sustainable food consumption: a social identity perspective

Purpose This study employs the Social Identity Theory to examine the differential effects of personal and social dimensions of fear of missing out (FOMO) on sustainable food consumption (SFC) practices. Design/methodology/approach An online survey-based empirical study was conducted with 395 respondents. The data were analysed using structural equation modelling and Hayes process Macro in SPSS. Findings SFC was found to be positively influenced by personal FOMO. Contrary to expectations, social FOMO had a negative correlation with SFC. Social influence and social identity were shown to be positively correlated, whilst the social influence-SFC relationship was favourable. This approach was aided by social identity. Research limitations/implications The study supports personal FOMO as an SFC-influencing factor. It evaluates the differential effects of FOMO’s personal and social dimensions on SFC. It also demonstrates that social FOMO negatively affects SFC, contrary to expectations. Practical implications The study advises sustainable food firms to reduce personal FOMO via advertising and messaging. Originality/value This research is amongst the first to segregate the differential effects of social and personal FOMO regarding SFC behaviour. Research has examined FOMO as a higher-order construct involving social and personal aspects. Second, FOMO is often associated with negative behaviours including social media addiction and substance abuse. This FOMO-related research analyses a desired behaviour.