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

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.

• Publication year

  2018

• Venue

  Business Strategy and the Environment

• Publication date

  2018-06-06

• Fields of study

  Business, Environmental Science

• Identifiers
  DOI 10.1002/BSE.2179
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

• Antecedents of Green Loyalty in the Cruise Industry: Sustainable Development and Environmental Management

  2018cited by this paper
• Market Orientation and FIRMS' Environmental Innovation: The Moderating Role of Environmental Attitude

  2018cited by this paper
• What influences water conservation and towel reuse practices of hotel guests

  2018cited by this paper
• Impact of environmental knowledge and product quality on student attitude toward products with recycled/remanufactured content: Implications for environmental education and green manufacturing

  2018cited by this paper
• Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior

  2017cited by this paper
• Don't change my towels please: Factors influencing participation in towel reuse programs

  2017cited by this paper
• Saving golf courses from business troubles

  2017cited by this paper
• The antecedents and consequences of golf tournament spectators’ memorable brand experiences

  2017cited by this paper
• Predicting green product consumption using theory of planned behavior and reasoned action

  2016cited by this paper
• The Relative Importance of Social and Personal Norms in Explaining Intentions to Choose Eco-Friendly Travel Options†

  2016cited by this paper
• Synthesizing the effects of green experiential quality, green equity, green image and green experiential satisfaction on green switching intention

  2016cited by this paper
• Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior

  2016cited by this paper
• Predictors of individuals’ intention to conserve water in a lodging context: the application of an extended Theory of Reasoned Action

  2016cited by this paper
• Travelers' pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior

  2015cited by this paper
• Hotel customers’ environmentally responsible behavioral intention: Impact of key constructs on decision in green consumerism

  2015cited by this paper
• Using social norms and commitment to promote pro-environmental behavior among hotel guests

  2015cited by this paper
• Application of the extended VBN theory to understand consumers’ decisions about green hotels

  2015cited by this paper
• Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels

  2014cited by this paper
• The MPI Emotional Body Expressions Database for Narrative Scenarios

  2014cited by this paper
• A Room with a Viewpoint Revisited: Descriptive Norms and Hotel Guests' Towel Reuse Behavior

  2014cited by this paper
• Eco-friendly Attitudes, Barriers to Participation, and Differences in Behavior at Green Hotels

  2014cited by this paper
• The norm activation model and theory-broadening: Individuals' decision-making on environmentally-responsible convention attendance

  2014cited by this paper
• A Comparison of the Influence of Purchaser Attitudes and Product Attributes on Organic Wine Preferences

  2014cited by this paper
• The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour

  2013cited by this paper
• Sustainable development practices in the hospitality industry: an empirical study of their impact on customer satisfaction and intentions.

  2013cited by this paper
• Evaluation of water saving measures in hotels: a Spanish case study.

  2013cited by this paper
• International Tourists' Environmental Attitude towards Hotels in Accra

  2013cited by this paper
• Tourism and water use: supply, demand, and security. An international review.

  2012cited by this paper
• The role of parental behaviour for the development of behaviour specific environmental norms – The example of recycling and re-use behaviour

  2012cited by this paper
• Hotel Guests’ Preferences for Green Guest Room Attributes*

  2011cited by this paper
• Consumer eco-innovation adoption : Assessing attitudinal factors and perceived product characteristics

  2011cited by this paper
• Predicting Residential Water Conservation Using the Theory of Reasoned Action

  2010cited by this paper
• Intention to pay conventional-hotel prices at a green hotel – a modification of the theory of planned behavior

  2010cited by this paper
• The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust

  2010cited by this paper
• Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities

  2010cited by this paper
• Understanding how consumers view green hotels: how a hotel's green image can influence behavioural intentions

  2010cited by this paper
• “Green” segmentation: an application to the Portuguese consumer market

  2009cited by this paper
• Cuando los hackers recurren al chantaje

  2009cited by this paper
• A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels

  2008cited by this paper
• Situational and Personality Factors as Direct or Personal Norm Mediated Predictors of Pro-environmental Behavior: Questions Derived From Norm-activation Theory

  2007cited by this paper
• Social context, personal norms and the use of public transportation: Two field studies

  2007cited by this paper
• Incentives, Morality, Or Habit? Predicting Students’ Car Use for University Routes With the Models of Ajzen, Schwartz, and Triandis

  2003cited by this paper
• Mind the Gap: Why do people act environmentally and what are the barriers to pro-environmental behavior?

  2002cited by this paper
• Country as brand, product, and beyond: A place marketing and brand management perspective

  2002cited by this paper
• Targeting consumers who are willing to pay more for environmentally friendly products

  2001cited by this paper
• The role of desires and anticipated emotions in goal-directed behaviours: broadening and deepening the theory of planned behaviour.

  2001cited by this paper
• New Environmental Theories: Toward a Coherent Theory of Environmentally Significant Behavior

  2000cited by this paper
• Explaining Proenvironmental Intention and Behavior by Personal Norms and the Theory of Planned Behavior1

  1999cited by this paper
• A new, more powerful approach to multitrait-multimethod analyses: Application of second-order confirmatory factor analysis.

  1988cited by this paper
• Methodology Review: Assessing Unidimensionality of Tests and ltenls

  1985cited by this paper

• The Role of Environmental, Social, and Governance in Sustainability in the Service Industry: Comparison of Responses Between Hospitality and Airline Customers

  2026cites this paper
• A joint analysis of the effects of climate change denial and problem awareness in predicting air travel behavioral intentions

  2026cites this paper
• Evaluating plastic bag levies: A systematic review of behavioural, regulatory, and normative pathways

  2025cites this paper
• Toward a Sustainable Palette: Scientific Insights into Natural Pigments and Binders for Environmentally Conscious Art Practices

  2025cites this paper
• A hybrid fuzzy decision-making framework for methodological analysis of barriers to low-carbon technology adoption in net-zero manufacturing supply chains

  2025cites this paper
• Towards a better understanding of food raft entrepreneurs’ ecological behaviour

  2025cites this paper
• Attitude and Behavior of Water Conservation by Hotel Guests: The Role of Gender as Moderating Variable

  2025cites this paper
• Effect of peer-to-peer accommodation customer misbehavior on host’s proactive customer service performance

  2025cites this paper
• Fulfill obligation toward nature and consume together: unraveling the influence of social media opinion leadership on collaborative consumption

  2025cites this paper
• Catalysts of circular transformation: unveiling behavioural intention and absorptive capacity in European hotels

  2025cites this paper
• Segmenting Hotel Guests' Behavior: Insights for Developing Effective Water Conservation Programs

  2025cites this paper
• Addressing the Attitude Behaviour Perception Gap—Multimethod Sustainable Tourist Behaviour Evaluation

  2025cites this paper
• The evolution of pro‐environmental behavior research in three decades using bibliometric analysis

  2024cites this paper
• Catalysing sustainable development through water conservation: Insights from Malaysia

  2024cites this paper
• Assessment of Awareness and Adoption Levels of Environmental Sustainability Practices (ESP) in Large-Sized Hotels (LSH) in Lagos, Nigeria

  2024cites this paper
• Corporate social responsibility communication strategies of hotel companies

  2024cites this paper
• Factors Determining Reuse Behavior: A Meta-Analysis

  2024cites this paper
• Overcoming double positive spillovers: automatic habits and dual environmental cognitions driving pro-environmental behaviors among hotel customers

  2024cites this paper
• Effects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands

  2024cites this paper
• How to enhance behavioral intentions in the context of indoor smart farm restaurants: focusing on internal environmental locus of control

  2023cites this paper
• Determinants and mechanisms driving energy-saving behaviours of long-stay hotel guests: Comparison of leisure, business and extended-stay residential cases

  2023cites this paper
• PENGARUH HARGA DAN CITRA MEREK TERHADAP PEMILIHAN MEREK MASKAPAI PENERBANGAN

  2023cites this paper
• Pro‐environmental employees and sustainable hospitality and tourism businesses: Exploring strategic reasons and global motives for green behaviors

  2023cites this paper
• 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

  2023cites this paper
• Green Atmospherics as Nature-Based Solutions and Patient Responses and Behaviors in Healthcare Establishments From Romania

  2023cites this paper
• Influence of sustainable environmental exercises in the green restaurant industry

  2023cites this paper
• Proposal for the implementation of pro-environmental behaviours in the form of open eco-innovations – a perspective of consumers of hotel services

  2023cites this paper
• The Role of Social Norms and Personal Costs on Pro-Environmental Behavior: The Mediating Role of Personal Norms

  2023cites this paper
• Factors Influencing the Environmental Awareness of Visitors to the Natural Protected Areas on the Island of Tenerife

  2023cites this paper
• ournal of Environmental Management and Tourism

  2023cites this paper
• Hotels re-explored: Experience and influence of reciprocity and social normative appeals

  2023cites this paper
• At home and abroad: Comparing sustainable behaviour and willingness to pay across contexts

  2023cites this paper
• The effectiveness of normative messages to decrease meat consumption: The superiority of dynamic normative messages framed as a loss

  2022cites this paper
• Does Contextual Factor Influence Travelers’ Towel Reuse Behavior? Insights from Circular Economy

  2022cites this paper
• Employees' geographic social identity and group pro‐environmental behaviors: Cross‐cultural evidence from 45 countries

  2022cites this paper
• Determinants of hotel guests’ pro-environmental behaviour: Past behaviour as moderator

  2022cites this paper
• Behaviour-Driven Energy-Saving in Hotels: The Roles of Extraversion and Past Behaviours on Guests’ Energy-Conservation Intention

  2022cites this paper
• Impact of Hotel Guests’ Trends to Recycle Food Waste to Obtain Bioenergy

  2021cites this paper
• Działania hoteli w czasie i po pandemii. Przegląd literatury

  2021cites this paper
• Understanding seller resistance to digital device recycling platform: An innovation resistance perspective

  2021cites this paper
• The Influence of Public Servants’ Perceived Formalism and Organizational Environmental Strategy on Green Behavior in the Workplace

  2021influential citation
• Listen to others or yourself? The role of personal norms on the effectiveness of social norm interventions to change pro-environmental behavior

  2021cites this paper
• What drives the adoption and consumption of green hotel products and services? A systematic literature review of past achievement and future promises

  2021cites this paper
• Understanding guests’ behavior to visit green hotels: The role of ethical ideology and religiosity

  2020cites this paper
• Hedonic and Utilitarian Performances as Determinants of Mental Health and Pro-Social Behaviors among Volunteer Tourists

  2020influential citation
• Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products

  2020cites this paper
• Developing a hybrid evaluation approach for the low carbon performance on sustainable manufacturing environment

  2020cites this paper
• Coronavirus Disease (COVID-19), Traveler Behaviors, and International Tourism Businesses: Impact of the Corporate Social Responsibility (CSR), Knowledge, Psychological Distress, Attitude, and Ascribed Responsibility

  2020cites this paper
• Impact of corporate social responsibilities on customer responses and brand choices

  2020influential citation
• Effect of environmental corporate social responsibility on green attitude and norm activation process for sustainable consumption: Airline versus restaurant

  2020cites this paper
• Measuring the impact of sustainability policy and practices in tourism and hospitality industry

  2020cites this paper
• Influence of Sustainability Practices and Green Image on the Re-Visit Intention of Small and Medium-Size Towns

  2020cites this paper
• Attitudes and Tourists’ Sustainable Behavior: An Overview of the Literature and Discussion of Some Theoretical and Methodological Issues

  2020cites this paper
• Impact of green atmospherics on guest and employee well-being response, place dependence, and behavior in the luxury hotel sector

  2020influential citation
• Tourists’ water conservation behavior in hotels: the role of gender

  2020influential citation
• Are Young People Ready to Have a Pro-Environmental Sustainable Behaviour as Tourists? An Investigation of Towel Reuse Intention

  2020influential citation
• Exploring the synergy between customer home‐based and hotel‐based water consumption and conservation behaviors: An empirical approach

  2020cites this paper
• Understanding in-room water conservation behavior: The role of personal normative motives and hedonic motives in a mass tourism destination

  2020cites this paper
• Airport Green Environment and Its Influence on Visitors’ Psychological Health and Behaviors

  2019cites this paper
• Innovative capacity, quality certification and performance in the hotel sector

  2019cites this paper
• Convention Tourism and Sustainability: Exploring Influencing Factors on Delegate Green Behavior That Reduce Environmental Impacts

  2019influential citation
• Green indoor and outdoor environment as nature-based solution and its role in increasing customer/employee mental health, well-being, and loyalty

  2019cites this paper
• To Green or Not to Green: The Influence of Green Marketing on Consumer Behaviour in the Hotel Industry

  2019cites this paper
• Uncovering the determinants of pro-environmental consumption for green hotels and green restaurants

  2019cites this paper
• A Study on Green Practices in Nigerian Hotels: Challenges and Prospects

  year unknowncites this paper
• E ff ects of green authenticity on well-being, customer engagement and approach behavior toward green hospitality brands

  year unknowninfluential citation