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Promoting towel reuse behaviour in guests: A water conservation management and environmental policy in the hotel industry

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  • Heesup Han
  • Myong Jae Lee
  • Wansoo Kim

Abstract

This research was designed to identify and uncover the role of critical factors that elicit towel reuse behaviour in hotel guests. An empirical approach with a survey methodology was employed. The findings suggest that practising towel reuse activities depends on an internally derived sense of obligation to take eco‐friendly action, attitude, overall image, and environmental awareness. The salient role of moral obligation in building the towel reuse intention was also uncovered. Moreover, towel reuse behaviour in everyday life had a significant moderating role in the proposed theoretical framework. Overall, towel reuse intentions in guests were sufficiently accounted for by research variables. This study adds to the extant literature in hospitality and environmental behaviour by offering meaningful insights into how normative, volitional, habitual, and cognitive processes relate to eco‐friendly decisions while guests are staying at a hotel.

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  • Heesup Han & Myong Jae Lee & Wansoo Kim, 2018. "Promoting towel reuse behaviour in guests: A water conservation management and environmental policy in the hotel industry," Business Strategy and the Environment, Wiley Blackwell, vol. 27(8), pages 1302-1312, December.
    • Handle: RePEc:bla:bstrat:v:27:y:2018:i:8:p:1302-1312
    DOI: 10.1002/bse.2179
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    12. Heesup Han & Myong Jae Lee & Wansoo Kim, 2018. "Antecedents of Green Loyalty in the Cruise Industry: Sustainable Development and Environmental Management," Business Strategy and the Environment, Wiley Blackwell, vol. 27(3), pages 323-335, March.
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    1. Pere Mercade Mele & Jesus Molina Gomez & Lluis Garay, 2019. "To Green or Not to Green: The Influence of Green Marketing on Consumer Behaviour in the Hotel Industry," Sustainability, MDPI, vol. 11(17), pages 1-17, August.
    2. Wagih Salama & Essam Abdelsalam, 2021. "Impact of Hotel Guests’ Trends to Recycle Food Waste to Obtain Bioenergy," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
    3. Heesup Han & Soyeun Lee & Jinkyung Jenny Kim & Hyungseo Bobby Ryu, 2020. "Coronavirus Disease (COVID-19), Traveler Behaviors, and International Tourism Businesses: Impact of the Corporate Social Responsibility (CSR), Knowledge, Psychological Distress, Attitude, and Ascribed," Sustainability, MDPI, vol. 12(20), pages 1-18, October.
    4. Sakshi & Shashi & Roberto Cerchione & Harbhajan Bansal, 2020. "Measuring the impact of sustainability policy and practices in tourism and hospitality industry," Business Strategy and the Environment, Wiley Blackwell, vol. 29(3), pages 1109-1126, March.
    5. Maria-Ana Georgescu & Emilia Herman, 2020. "Are Young People Ready to Have a Pro-Environmental Sustainable Behaviour as Tourists? An Investigation of Towel Reuse Intention," Sustainability, MDPI, vol. 12(22), pages 1-20, November.
    6. Heesup Han & Sunghyup S. Hyun, 2019. "Green indoor and outdoor environment as nature‐based solution and its role in increasing customer/employee mental health, well‐being, and loyalty," Business Strategy and the Environment, Wiley Blackwell, vol. 28(4), pages 629-641, May.
    7. Heesup Han & Bee‐Lia Chua & Antonio Ariza‐Montes & Elena‐Nicoleta Untaru, 2020. "Effect of environmental corporate social responsibility on green attitude and norm activation process for sustainable consumption: Airline versus restaurant," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1851-1864, July.
    8. Sakshi Goyal & Praveen Goyal, 2024. "The evolution of pro‐environmental behavior research in three decades using bibliometric analysis," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(5), pages 4133-4153, September.
    9. Farrukh Rafiq & Mohd Adil & Mohd Sadiq, 2022. "Does Contextual Factor Influence Travelers’ Towel Reuse Behavior? Insights from Circular Economy," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    10. Xiaoting Chi & Bo Meng & Hyerin Lee & Bee‐Lia Chua & Heesup Han, 2023. "Pro‐environmental employees and sustainable hospitality and tourism businesses: Exploring strategic reasons and global motives for green behaviors," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4167-4182, November.
    11. Heesup Han, 2020. "Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2815-2828, September.
    12. Sadia Samar Ali & Rajbir Kaur & D. Jinil Persis & Raiswa Saha & Murugan Pattusamy & V. Raja Sreedharan, 2023. "Developing a hybrid evaluation approach for the low carbon performance on sustainable manufacturing environment," Annals of Operations Research, Springer, vol. 324(1), pages 249-281, May.
    13. Hsiang-Te Liu, 2021. "The Influence of Public Servants’ Perceived Formalism and Organizational Environmental Strategy on Green Behavior in the Workplace," Sustainability, MDPI, vol. 13(19), pages 1-24, October.
    14. Elena-Nicoleta Untaru & Heesup Han & Simona Bălăşescu & Bona Kim & Antonio Ariza-Montes, 2023. "Green Atmospherics as Nature-Based Solutions and Patient Responses and Behaviors in Healthcare Establishments From Romania," SAGE Open, , vol. 13(1), pages 21582440231, March.
    15. Pere Mercadé Melé & Jesús Molina Gómez & Maria José Sousa, 2020. "Influence of Sustainability Practices and Green Image on the Re-Visit Intention of Small and Medium-Size Towns," Sustainability, MDPI, vol. 12(3), pages 1-11, January.
    16. Heesup Han & Linda Heejung Lho & Hyeon-Cheol Kim, 2019. "Airport Green Environment and Its Influence on Visitors’ Psychological Health and Behaviors," Sustainability, MDPI, vol. 11(24), pages 1-15, December.
    17. Arun T. M. & Puneet Kaur & Stefano Bresciani & Amandeep Dhir, 2021. "What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2637-2655, July.
    18. Heesup Han & Bo Meng & Bee-Lia Chua & Hyungseo Bobby Ryu, 2020. "Hedonic and Utilitarian Performances as Determinants of Mental Health and Pro-Social Behaviors among Volunteer Tourists," IJERPH, MDPI, vol. 17(18), pages 1-14, September.
    19. Hazem Ahmed Khairy & Yehia Elzek & Nadir Aliane & Mohamed Fathy Agina, 2023. "Perceived Environmental Corporate Social Responsibility Effect on Green Perceived Value and Green Attitude in Hospitality and Tourism Industry: The Mediating Role of Environmental Well-Being," Sustainability, MDPI, vol. 15(6), pages 1-17, March.
    20. Heesup Han & Soyeun Lee & Amr Al-Ansi & Hyeon-Cheol Kim & Hyungseo Bobby Ryu & Jinkyung Jenny Kim & Wansoo Kim, 2019. "Convention Tourism and Sustainability: Exploring Influencing Factors on Delegate Green Behavior That Reduce Environmental Impacts," Sustainability, MDPI, vol. 11(14), pages 1-14, July.

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