Signaling Sustainability Amid Shifting Social Norms: A Signaling Theory Perspective on B2B Interactions in China’s Hospitality Industry

Food waste remains a challenge in Chinese Business-to-Business (B2B) banquets, where traditional norms prioritize extravagance in business interactions. This study explores how macro-level normative shifts driven by policy implementation and societal change reshape micro-level business interactions in foodservice. Using signaling theory and in-depth expert interviews, the study reveals that shifts in social norms alter the evaluation and usage of signals during B2B banquets. Specifically, extravagance is increasingly devalued, while sustainability-oriented signals gain importance in business interactions. However, normative changes also create uncertainty and increase information asymmetry in business decision-making. The study contributes to signaling theory by revealing how signalers in business interactions adapt under normative uncertainty and offers practical insights for policymakers and foodservice managers navigating cultural and regulatory transitions.