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Does Contextual Factor Influence Travelers’ Towel Reuse Behavior? Insights from Circular Economy

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  • Farrukh Rafiq

    (Department of Business Administration, College of Administrative and Financial Sciences, Jeddah-M Campus, Saudi Electronic University, Riyadh 11673, Saudi Arabia)

  • Mohd Adil

    (Department of Management Studies, NIT Hamirpur, Hamirpur 177005, India)

  • Mohd Sadiq

    (Department of Marketing, University of Otago, Dunedin 9016, New Zealand)

Abstract

This study examines the role of environmental knowledge, perceived consumer effectiveness, and willingness to sacrifice on travelers’ towel reuse behavior. Additionally, it tests whether environmental consciousness moderates the effect of environmental knowledge, perceived consumer effectiveness, willingness to sacrifice, and attitude towards towel reuse on actual towel reuse behavior. The proposed research model was tested using Amazon Mechanical Turk data. Using partial least square structural equation modelling, we analyzed the hypotheses. The results demonstrate that environmental knowledge, perceived consumer effectiveness, and willingness to sacrifice have significant influences on travelers’ towel reuse behavior. Additionally, findings about environmental consciousness indicate that high levels of environmental consciousness can help bridge the attitude-behavior gap. To bridge the gap between travelers’ attitude and behavior, managers should develop communication strategies to raise awareness and a sense of responsibility among them.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:10:p:6155-:d:818989
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    References listed on IDEAS

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    1. 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.
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    8. Sadiq, Mohd & Adil, Mohd & Paul, Justin, 2021. "An innovation resistance theory perspective on purchase of eco-friendly cosmetics," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Amandeep Dhir & Shalini Talwar & Mohd Sadiq & Mototaka Sakashita & Puneet Kaur, 2021. "Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 3589-3605, December.
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    11. Sadiq, Mohd & Bharti, Kumkum & Adil, Mohd & Singh, Ramendra, 2021. "Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
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    Cited by:

    1. Mohd Adil & Eden Samuel Parthiban & Haitham A. Mahmoud & Jei-Zheng Wu & Mohd Sadiq & Fatima Suhail, 2024. "Consumers’ Reaction to Greenwashing in the Saudi Arabian Skincare Market: A Moderated Mediation Approach," Sustainability, MDPI, vol. 16(4), pages 1-17, February.

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