“Waste not, want not”: fostering frugality amongst Muslim tourists in the Malaysian hotel industry

Abstract

Purpose: The prevailing overconsumption issue in the hotel industry is attributable mainly to the irresponsible consumption behaviour of hotel guests. In parallel with Islamic principles, which advocate abstinence from excess consumption and frugality, the “waste not, want not” notion can be considered as one of the effective solutions to this problem. However, little is known about the factors that drive frugality amongst Muslim tourists. In addressing this gap, this study aims to predict the effect of environmental advertising and green attitude on frugality in the context of the Malaysian hotel industry. The study also tests the mediating role of the green attitude between environmental advertising and frugality. Furthermore, it examines the role of price consciousness as a moderator of the green attitude-frugality link. Design/methodology/approach: The stimulus-organism-response theory was used to develop the conceptual framework of this study. A cross-sectional method was used to collect 222 usable questionnaires from Muslim tourists in Malaysia. The hypothesised relationships were tested using the structural equation modelling, partial least squares approach. Findings: The study found support for the direct effect of environmental advertising and green attitude on frugality. It also confirmed the mediating effect of the green attitude in the environmental advertising-frugality link. However, price consciousness did not moderate the relationship. Practical implications: The findings of the study provide valuable insight for hoteliers in developing a green strategy that will foster frugality amongst Muslim hotel guests. It will also help them develop better strategies for the frugal segment, especially for the Muslim community. Originality/value: The study is amongst the pioneers in investigating frugality in the tourism industry. It is also the first to introduce price consciousness as a moderator of the relationship between the green attitude and frugality. Furthermore, its examination of frugality amongst Muslim hotel guests is a new contribution to the literature.