Less is more: the role of frugality in the Malaysian hotel industry

Abstract

Purpose The environmental impact of excessive use of natural resources such as energy and water in the tourism industry has increased significantly. Thus, it is crucial to investigate the notion of frugality in this industry. Particularly, this study aims to examine the effect of green marketing strategies (eco-labelling and environmental advertising) and hotel guests’ green attitude towards frugality in the context of the Malaysian hotel industry. Furthermore, the mediating effect of green attitude is also examined. Design/methodology/approach Stimulus-organism-response theory was used to develop the research framework. The data were collected via a self-administered survey questionnaire, which yielded 150 complete and usable responses. A partial least square-structural equation modelling approach was used to validate the proposed model. Findings The results of this study revealed that environmental advertising and eco-labelling, directly and indirectly, affect frugality. Moreover, the link between green attitude and frugality also was supported. Furthermore, data supported the mediating effect of green attitude in the relationship between green marketing strategies and frugality. Practical implications The findings from this study can benefit hoteliers who are targeting frugal and environmentally conscious consumers. Moreover, the hoteliers will be able to understand the drivers of frugality in the tourism industry. It can assist them to formulate better marketing strategies in attracting and retaining frugal consumers. Social implications The findings from this study offer a number of important social implications for society, the local government and the city and tourism council. Particularly, understanding the strategies towards frugality can pave the way towards the formation of a “less consumption” community. Moreover, it will serve as the guideline for designing the green and sustainability campaign for the nation. Originality/value This study is among the pioneers to investigate the issue pertaining to frugality in the tourism industry context. This study examines new linkages such as the indirect effect of green marketing strategies towards frugality. Moreover, the mediating effect of green attitude in the relationship between green marketing strategies (eco-labelling and environmental advertising) and frugality is comparatively a new link.

Guest editorial: Ethical consumption – a global agenda

“…For the same reason, ethics and morals are now integrated in organizations’ strategies through the concept of corporate social responsibility, which associates social issues and environmental concerns to the economical goal of organizations. In this instance, the concepts like corporate social responsibility (Öberseder et al , 2011), waste management (Rasool et al , 2021), frugality (Sadom et al , 2020, 2021), zero-plastic bag campaign (Quoquab and Mohammad, 2020a, 2020b; Saleh Omar et al , 2019), mindful consumption (Mohammad et al , 2021), sustainable consumption (Quoquab et al , 2019) organizational citizenship behaviour for environment (Paille and Boiral, 2013), green HR practices (Paille et al , 2013), awareness of food waste (Rasool et al , 2021) and food waste reduction (Thi et al , 2015) emerged. Nevertheless, cross-cultural studies that identify, comprehend and compare the differences in consumers’ beliefs with respect to the process of forming ethical behaviour in different societies is lacking (William, 2019).…”