LAUSR

The COVID-19 outbreak has had a negative impact on the restaurant industry and led to major sales and job losses. As it continues to threaten customers' health, it is expected to greatly influence their attitudes and behavior. Therefore, the current study aims to investigate the effects of threat and coping appraisals on consumers' co-creation behaviors during the COVID-19 pandemic. Grounded in protection motivation theory and co-creation theory, the moderating effect of generational cohorts is also investigated vis-a-vis the relationships between protection motivation appraisals and co-creation behaviors in the restaurant industry. Individuals between 18 and 55 years of age completed survey regarding their dine-in experience during the COVID-19 pandemic. The study indicates that customers' perceived severity, self-efficacy, and response efficacy are significant predictors of customers’ co-creation behaviors during the COVID-19 pandemic. The study provides important theoretical and practical implications for the field.