Promoting towel reuse behaviour in guests: A water conservation management and environmental policy in the hotel industry
通过调查酒店客人，发现内在道德义务感、态度、整体形象和环境意识是促使客人重复使用毛巾的关键因素，为酒店环保管理提供实证依据。
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.