The objective of this study was to explore how different types of rewards affect customers’ inclinations to engage inenvironmental activities promoted through restaurant social media platforms. In addition, we investigated the potentialmoderating role of customer level of participation within the social media community. A total of 202 valid responsesobtained by distributing a self-administered survey among restaurant patrons were subjected to hierarchical regressionanalysis to examine relationships between variables. The findings underscored the significant influence of economic andsocial rewards on shaping customer intent to participate in environmental initiatives promoted within restaurant social mediacommunities. Furthermore, the study revealed that the extent of customer participation within the social media communitymoderated the relationship between rewards and their likelihood to partake in environmentally conscious behaviors. Theseresults have meaningful implications for restaurant managers seeking to promote environmental initiatives effectivelythrough social media platforms and within their establishments.