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

Abstract

This study aimed to investigate the synergy between customers' home-based and hotel-based water conservation behaviors. A market segmentation approach based on water conservation behaviors in households and environmental concerns was undertaken to identify the distinct types of individual groups and understand the differences between segments in terms of demographic characteristics, attitudes, moral obligation, and intentions toward water conservation behavior in a hotel guestroom. Our empirical findings showed that individuals who save water at home and are more environmentally concerned have stronger attitudes, moral obligation, and water conservation intentions while staying in a hotel. The cluster analysis indicated that three distinct segments existed that are significantly different in terms of gender and age. The findings suggested that targeting the three segments, which included the environmentally concerned and active, the environmentally concerned but inactive, and the environmentally unconcerned and inactive groups, with different communication strategies may prove to be a more efficient approach for hotel managers.

Consumer behaviour and environmental sustainability

“…For this stand-alone special issue, volume 19(6), we have selected eight papers that represent a range of topics related to consumer behaviour and environmental sustainability. The remaining accepted special issue papers will be interspersed in regular issues of the Journal of Consumer Behaviour, mainly in 2021 although a few have already appeared in regular issues in 2020.Turning to the eight papers in this issue, it begins with a paper written byUntaru, Ispas, and Han (2020) who explore the potential synergy between individuals' home-based and hotel-based water conservation behaviours. They identify three segments based on environmental concerns and water conservation behaviours at home, which consist of the environmentally concerned and active, the environmentally concerned but inactive and the environmentally unconcerned and inactive groups.…”

“…Turning to the eight papers in this issue, it begins with a paper written by Untaru, Ispas, and Han (2020) who explore the potential synergy between individuals' home‐based and hotel‐based water conservation behaviours. They identify three segments based on environmental concerns and water conservation behaviours at home, which consist of the environmentally concerned and active , the environmentally concerned but inactive and the environmentally unconcerned and inactive groups.…”

Water Use in the Tourism Accommodation Sector

“…Customers are as integral to the hospitality industry as water itself, and their preferences and behaviors largely determine the consumption of each facility and of each tourist destination as a whole. Although the exact magnitude of the phenomenon is still somewhat uncertain and may vary depending on the cultural parameters of different groups (Ayuso 2006), there is a broad consensus around the idea that tourists consume more water during their stay in lodgings than they do at home (Styles et al 2015;Untaru et al 2020). It is convenient to point out that, while this tourist uses water at his/her destination, consumption at home rarely disappears, since consumption will continue, such as that derived from the irrigation of plants (which will be carried out by another person, an automatic system or will accrue before and after the stay) or the leaks of the fittings (Gössling et al 2015).…”

“…It is convenient to point out that, while this tourist uses water at his/her destination, consumption at home rarely disappears, since consumption will continue, such as that derived from the irrigation of plants (which will be carried out by another person, an automatic system or will accrue before and after the stay) or the leaks of the fittings (Gössling et al 2015). There is clear evidence that, even in the case of the most conscientious travelers, the use of water by the establishments in which they stay, combined with a somewhat more hedonic and wasteful behavior during the holiday period, has an influence on explaining the differences between a person's domestic and tourist consumption (Untaru et al 2020). Likewise, and in spite of somewhat contradictory evidence, the demographic and socioeconomic profile could be another explanatory factor, with women, older people, and more educated groups forming a more frugal group of tourists in their use of water (Untaru et al 2020).…”

“…There is clear evidence that, even in the case of the most conscientious travelers, the use of water by the establishments in which they stay, combined with a somewhat more hedonic and wasteful behavior during the holiday period, has an influence on explaining the differences between a person's domestic and tourist consumption (Untaru et al 2020). Likewise, and in spite of somewhat contradictory evidence, the demographic and socioeconomic profile could be another explanatory factor, with women, older people, and more educated groups forming a more frugal group of tourists in their use of water (Untaru et al 2020).…”