Journal of Hospitality Marketing & Management

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“I’m mindfully green”: examining the determinants

of guest pro-environmental behaviors (PEB) in
hotels

Maria Dharmesti, Bill Merrilees & Lanita Winata

To cite this article: Maria Dharmesti, Bill Merrilees & Lanita Winata (2020) “I’m mindfully green”:
examining the determinants of guest pro-environmental behaviors (PEB) in hotels, Journal of
Hospitality Marketing & Management, 29:7, 830-847, DOI: 10.1080/19368623.2020.1710317

To link to this article: https://doi.org/10.1080/19368623.2020.1710317

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JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT
2020, VOL. 29, NO. 7, 830–847
https://doi.org/10.1080/19368623.2020.1710317

“I’m mindfully green”: examining the determinants of guest

pro-environmental behaviors (PEB) in hotels
a
Maria Dharmesti , Bill Merrileesa and Lanita Winatab
a
Department of Marketing, Griffith University, Gold Coast, Queensland, Australia; bDepartment of Accounting,
Finance and Economics, Griffith University, Gold Coast, Queensland, Australia

ABSTRACT KEYWORDS
The paper examines the antecedents of Australian hotel consumer Actual pro-environmental
pro-environmental behaviors (PEB). The research investigates three behaviors (PEB); hotel;
forms of hotel guests’ actual (self-reported) PEB: water-saving, energy- water-saving; energy-saving;
saving, and recycling behaviors. This study employs a hotel-customer recycling; green mindfulness
survey in Australia (n = 339). A focus on green mindfulness is an
innovative feature of the study. Interestingly, the results show green
mindfulness to be the dominant predictor of hotel guests’ PEB, fol-
lowed by the individual’s green habits at home. The findings address
current environmental issues in the hotel industry and extend the
literature of tourist sustainability on the actual PEB in a hotel context.
Practically, this research contributes insights for hoteliers to under-
stand guests’ PEB so that they can improve their green programs.

摘要
本文考察了澳大利亚酒店消费者环保行为（PEB）的前身. 该研究调
查了酒店客人实际（自报）PEB的三种形式：节水、节能和循环利用
行为. 本研究采用澳大利亚酒店-客户调查 （n = 339）. 关注绿色专注
是这项研究的一个创新特征. 有趣的是，结果显示，绿色意识是酒店
客人PEB的主要预测者，其次是个人在家里的绿色习惯. 研究结果解
决了酒店业当前的环境问题，并扩展了旅游可持续性文献在酒店背
景下的实际PEB. 实际上，这项研究为酒店员工了解客人的PEB提供了
见解，从而可以改善他们的绿色计划.

Introduction
The hotel industry is a rapid-growing industry and an emerging sector in implementing
sustainability policies addressing environmental issues, such as the excessive consumption of
energy, water, food, and disposable products (Bohdanowicz, 2006; Chen & Tung, 2014). Many
factors influence the actualization of consumer PEB such as the increasing growth of pro-
environmentalism among consumers (Kim, Barber, & Kim, 2019). Existing hotel PEB studies
vary in explaining the actual PEB since most of them measure consumer PEB using the towel/
linen reuse program with various outcomes (positive and negative) (Han, Yu, Lee, & Kim,
2019; Yin, Du, & Chen, 2019). The present study aims to comprehensively explain the
antecedents of actual (self-reported) guest PEB in mainstream hotels, including pro-

CONTACT Maria Dharmesti m.dharmesti@griffith.edu.au Department of Marketing, Griffith Business School,

Griffith University, Queensland 4222, Australia
This article has been republished with minor changes. These changes do not impact the academic content of the article.
Color versions of one or more of the figures in the article can be found online at www.tandfonline.com/whmm.
© 2020 Taylor & Francis Group, LLC
 JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT 831

environmental habits at home, environmental concerns, hotel facilities, and mindfulness,

from the consumer’s perspective.
The current study shifts the focus from intentions to actual guest PEB in hotels. The tourism
literature identifies several antecedents of PEB, including everyday routines (Han & Hyun, 2018;
Untaru, Ispas, Candrea, Luca, & Epuran, 2016) and facilities availability (Miller, Merrilees, &
Coghlan, 2015). Daily PEB was found in a smaller group of literature influencing PEB in different
contexts, such as water conservation behavior (Han & Hyun, 2018; Untaru et al., 2016).
Literature notes that individuals with daily PEB tend to perform similar behaviors in
a different context (e.g. at home and on holidays). However, the different attributes outside the
home raise an argument that a tourist’s locus of control over facilities modifies their destination
PEB (Chin, Chin, & Wong, 2018; Miller et al., 2015). Correspondingly, it advances the potential
for hotel facilities to influence guests’ PEB.
Cultivated from a Buddhist concept, literature records mindfulness as an activator of positive
behavioral change (Kristeller & Wolever, 2010). Kristeller and Wolever (2010) relate mindfulness
to the present condition of self-awareness and recognition, enabling individuals to wisely control
their behavior in the actual situation. Recent literature also found mindfulness was prominent in
general PEB enactment (Amel, Manning, & Scott, 2009; Barbaro & Pickett, 2016), which
indicates the potential for mindfulness as to be a trigger of actual hotel guest PEB.
Despite many potential factors of PEB, there is no known study incorporating habits,
mindfulness, and environmental concern into a single model. Given the complexity of
consumer PEB process and enactment, the current study offers valuable insights into
tourism sustainability, concerning the possibility of joint-PEB between guest and hotel
management, where management can support guests PEB through the hotel’s green
attributes. Another highlight in this paper is the role of green mindfulness in actual (self-
reported) PEB, which is of great importance to both consumers and the hotel industry,
particularly in shaping hotel PEB policies and increasing consumer PEB in hotels.

Literature review and hypotheses

Intentions versus actual PEB
Pro-environmental studies have focused on the intentions of PEB. For example, Untaru et al.
(2016) show that environmental attitudes and routines influence a consumer’s intention to
conserve water in the lodging industry. Similarly, Han and Hyun (2018) found that norms
strongly influence water conservation and towel reuse intentions in hotels. However, less
attention focuses on the actual PEB; given intentions do not always translate to actual behaviors.
In a tourist, but non-hotel context, Miller et al. (2015) investigated actual recycling, transport,
energy, and consumption through self-report measures. Among limited actual PEB research in
hotels, Dolnicar, Cvelbar, and Grün (2017b), utilized hotel statistics to confirm guests’ PEB in
their experiment, although the antecedents to PEB were not examined. In summary, the current
study shifts the focus from PEB intentions to actual (self-reported) PEB.

Antecedents of hotel guests’ PEB

Many hotel PEB studies specifically address water conservation behavior and towel-reuse
programs. Research on water conservation behavior tends to refer to guests’ direct and
832 M. DHARMESTI ET AL.

indirect usage of the water in a hotel context, e.g. shower and personal wash (direct) and
towel and linen-reuse (indirect). In justifying the context, researchers argue that both direct
and indirect water conservation programs directly relate to guests’ observable behavior,
observable and involve guests’ sacrifice of comfort (Cvelbar, Grün, & Dolnicar, 2017; Han &
Hyun, 2018). Since the scope of guests’ PEB in hotels is not limited to water, a small number
of other studies have also included other favorable behaviors, such as energy-saving and
recycling (Miao & Wei, 2016; Millar & Baloglu, 2011). Tables 1 and 2 summarize the
relevant studies.
Attitudinal variables such as motives and environmental concerns are mentioned as
predictors of PEB. Specifically, past studies found a negative relationship between hedonic
motivation and guests’ PEB, where hotel guests seek pleasure in their hotel stay (Dolnicar,
Cvelbar, & Grün, 2017a; Miao & Wei, 2016). Thus, PEB could be less desirable for guests
in the hedonic segment.

Table 1. Relevant literature on guests’ intentions and PEB in hotels (water-focused).

Towel, linen, and water-focused studies
Study Key findings
Goldstein, Cialdini, and Hotel guests are motivated to reuse their towels when they learned that most others
Griskevicius (2008) have chosen to do so.
Shang, Basil, and Wymer Hotel guests are more likely to reuse their towels and linens when they know that hotel
(2010) savings from the program are donated to charity.
Reese, Loew, and Steffgen Towel reuse messages using provincial norms in hotels are more appealing to the hotel
(2014) guests than standard environmental messages.
Terrier and Marfaing (2015) Norms and commitment positively impact hotel guests’ towel reuse behavior.
Untaru et al. (2016) Attitude, subjective norms, and water conservation in everyday life significantly
influence consumer intentions to conserve water in a lodging context.
Cvelbar et al. (2017) Mostly domestic Slovenian tourists with no children who booked their hotel through an
agent had followed the towel reuse program at Bohinj Park Eco Hotel Slovenia.
Dimara, Manganari, and Foreign tourists and customers with previous experience with a towel reuse program
Skuras (2017) show a higher probability to participate in the towel reuse program, compared to Greek
domestic tourists and customers without previous towel reuse experience.
Han and Hyun (2018) Moral and descriptive norms are the most influential factors on guests’ intention to
participate in hotels’ water conservation and towel reuse programs.

Table 2. Relevant literature on guests’ intentions and PEB in hotels (water and others).
Water and other PEB studies
Study Key findings Attribute(s) involved
Manaktola and Jauhari (2007) Hotel consumers in India favor hotels with green Environmental certification,
practices, though no willingness to pay extra for electricity, recycling, water,
green services. chemical reduction.
Millar and Baloglu (2011) Consumers found green certification as the most Recycling, electricity, towel and
influential attribute in U.S. hotels over other linen reuse, green certification.
attributes.
Millar et al. (2012) Both leisure and business hotel users have similar Electricity, packaging reduction,
positive attitudes on green attributes. recycling, towel and linen reuse,
green certification.
Mensah and Mensah (2013) International tourists in Ghana have a positive view Recycling, water, local
of the hotel’s environmental practices. empowerment, towel and napkins
reuse, chemical reduction.
Miao and Wei (2016) Consumer PEB in hotels includes curtailing, reuse, Personal consumption, recycling,
recycling, green consumption, and conservation, linen reuse, energy-saving, water-
with compromise and reduction. saving.
Dolnicar et al. (2017a) Hotel guests are not convinced by pro- Towels, electricity.
environmental appeals to perform PEB in the hotel.
 JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT 833

On the other hand, several studies using the Theory of Planned Behavior (TPB) model
have revealed a positive relationship between environmental concerns and PEB. The
favorable outcome of environmental concern includes guests’ intention to visit green
hotels (Chen & Tung, 2014), willingness to pay for green services (Kim & Han, 2010),
intention to conserve water in a lodging context (Untaru et al., 2016), and intention to
perform daily eco-friendly behavior (Han & Yoon, 2015). Although ecological concerns
increase the effectiveness of guests’ PEB in hotels (Kim & Han, 2010), a contradictory
result was found in Dolnicar et al. (2017a), that guests’ environmental concern alone
cannot increase guests’ PEB in hotels.
Recent studies in sustainable behaviors have started to include habitual factors to predict
PEB. Steg and Vlek (2009) find that PEB is habitual and guided by automated environmental
cognitive processes. Next, empirical studies by Untaru et al. (2016) and Han and Hyun (2018)
indicate a significant positive relationship between domestic water conservation routines and
the intentions to practice similar behaviors in hotels. These studies clearly suggest that pro-
environmental habits in daily life encourage similar behaviors in hotels.
Hotel facilities are the external locus of control for guests. Previous studies found the
PEB gap between home and holiday contexts reflects minimum tourist’s control in the
holiday destination (e.g. bin options) (Miller et al., 2015). This gap thus indicates the
notion of facilities availability as a potential factor of actual PEB.
Together, the literature suggests attitudes, habits, and facilities as potential drivers of hotel
guests’ PEB. However, while PEB covers many types of behavior, recent studies remain
narrow in focus, dealing mainly with water conservation-related behaviors. Therefore, the
research highlights the need to examine antecedents across various types of hotel guests’ PEB.

Mindfulness as a potential PEB antecedent

A few PEB studies consider mindfulness. In health and psychology, mindfulness is found
to be effective in changing eating behavior (Kristeller & Wolever, 2010). The general
concept of mindfulness in an academic context was pioneered by Langer (1989). General
mindfulness involves individual’s (1) greater sensitivity to the environment, (2) openness
to new information, (3) awareness of multiple perspectives, (4) attentiveness to a distinct
environment, and (5) wakefulness in being in the present (Langer & Moldoveanu, 2000).
Mindfulness triggers the behavioral change in health and psychology (e.g. Kristeller and
Wolever (2010)), as well as in general PEB (e.g. Barbaro and Pickett (2016)). In an
organizational behavior setting, Chen, Chang, Yeh, and Cheng (2015) relates Langer
(1989) general mindfulness to the environmental context as “green mindfulness” that
covers a reflection toward environmental well-being, to support employee’s green crea-
tivity in the electronics industry. Additionally, Bahl et al. (2016) record the positive
relationship between mindfulness and environmental well-being.
In the general PEB context, Amel et al. (2009) define mindfulness as a subset of
cognition, emphasizing attention and awareness. Their study measured mindfulness as
“acting with awareness” and “observing sensation” factors. Using an individual self-rated
green scale, Amel et al. (2009) found the potential of mindfulness in predicting green
behavior, instead of intention, in daily life, such as composting behavior and showering
habit. In their multi-phase study, Barbaro and Pickett (2016) demonstrate a positive
correlation of mindfulness with frequent engagement in PEB. Their study employed
834 M. DHARMESTI ET AL.

(self-reported) PEB in examining five facets of mindfulness: observing, non-reactivity,

describing, non-judging, and acting. In contrast, to Amel et al. (2009), Barbaro and
Pickett (2016) point out “observing” and “non-reactivity” factors of mindfulness as
significant predictors of PEB. Both Barbaro and Pickett (2016) and Amel et al. (2009)
conclude mindfulness as the best predictor of PEB. The two considerable studies on
mindfulness and PEB, conclude that being mindful increases an individual’s awareness
of the environment and thus promotes their PEB. In a hotel setting, mindful guests
would likely be more aware of the hotel’s green attributes and hence practice PEB
(Barber & Deale, 2014). Although these studies potentially indicate a positive influence
of mindfulness on PEB, several aspects of green mindfulness remain unexplored. Hence,
among the considerable studies of mindfulness in PEB, this research is one of the first to
address green mindfulness in a hotel PEB context.

Hypotheses and model development

From the literature, the antecedents of hotel PEB lead to the literature lead to the
following hypotheses and PEB model (Figure 1). The rationale for each hypothesis is
elaborated.

Hotel Green H2a

Attributes

H2c Hotel PEB -

Recycling
H1a
Home Habit - H3a
Recycling H2b

Hotel PEB -
Energy
H1b
Home Habit - H3b
Energy

H4a H4c
Hotel PEB -
H1c Water

Home Habit -
Water
H3c
H4b
Green
Mindfulness

H5
H6
General Environmental
Mindfulness Concern

Figure 1. The proposed home-hotel individual green behavior model.

*p < .01
 JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT 835

The influence of PEB habits at home on similar behaviors in hotels

H1: Pro-environmental habits – (a) recycling, (b) energy-saving, (c) water-saving – at

home significantly influence similar actual behaviors in hotels.

Habit is an automatic choice of performing certain behavior regardless of a change in

context (Ouellette & Wood, 1998; Steg & Vlek, 2009). Pro-environmental habit is per-
formed in day-to-day life; whereas outside home context, PEB requires more reasoning
and consideration (Miller et al., 2015). Daily pro-environmental habits influence the actual
PEB in a holiday situation (Miller et al., 2015), while Untaru et al. (2016) and Han and
Hyun (2018) demonstrate that daily water conservation contributes to guests’ intention to
do similar behavior in a hotel. These studies indicate the influence of habit on PEB across
contexts. Hence, domestic PEB habit is expected to contribute to the decision to do hotel
PEB, across the three forms of PEB.

The influence of hotel green attributes on guests’ PEB

H2: The provision of green attributes in the hotel significantly affects customer PEB
actualization of (a) recycling and (b) water-saving, and (c) energy-saving in hotels.

Pro-environmental attributes at the destination help tourists perform PEB in a tourism

setting (Miller et al., 2015). Similarly, a hotel’s green attributes can facilitate a guest’s PEB. For
example, general and recyclable rubbish bins in hotels enable guests to put the rubbish in the
right bin and support recycling behavior. Other than recycling policies, consumers rate water
and energy conservation attributes as the essential attributes in hotels (Millar, Mayer, &
Baloglu, 2012). Consequently, green attributes in hotels to assist guests in actualizing PEB.

Green mindfulness in supporting guests’ PEB in hotels

H3: Green mindfulness significantly influences individual PEB in (a) recycling, (b)
energy-saving, and (c) water-saving in hotels.

Individuals with green mindfulness possess advanced awareness and sensitivity toward
new information and the environment in the present situation (Langer & Moldoveanu, 2000).
General mindfulness itself has contributed effectively to positive behavior change, particularly
in the context of environmental well-being (Bahl et al., 2016). Focusing on environmental
well-being, green mindfulness partially mediates the relationship between green shared vision
and green creativity in an organization (Chen et al., 2015). In the current study, green
mindfulness is defined as “a state of advanced awareness of the individual’s presence, in the
context and content of environmental well-being”. Though no previous research on green
mindfulness has been conducted in a hotel and tourism setting, it can be posited that an
individual with green mindfulness focuses on the impacts and presence of PEB options in
hotels, and thus contributes to their actual PEB.
836 M. DHARMESTI ET AL.

PEB habits in shaping green mindfulness

H4: Green (a) energy- and (b) water-saving, and (c) recycling habits at home signifi-
cantly influence an individual’s green mindfulness.

Literature in health psychology suggests that mindfulness can be developed through

practical exercises, such as in developing mindful eating behavior (Kristeller & Wolever,
2010). Accordingly, individuals performing good eating habits would likely be mindful of
their eating behavior. Applying rationale, it can be proposed that daily PEB practical exercises
contribute to the development of green mindfulness that represents a greater understanding of
the reasons and benefits behind an individual’s PEB. The features of green mindfulness alert
individuals to PEB in the current situation. Hence, when PEB becomes habitual in daily life, it
is projected to increase the individual’s sensitivity to environmental situations across contexts.

H5: Environmental concern in affecting green mindfulness

Mindfulness can be evoked through meditation (Bahl et al., 2016; Kristeller & Wolever, 2010).
In the mindfulness development process, an individual stabilizes their attention, opens their
mind in a non-reactive observation, and remains in the present toward the object of concentra-
tion (Bahl et al., 2016). In an environmental context, being mindful involves extra attention and
awareness of the environment, including connectedness to nature (Barbaro & Pickett, 2016).
Concerns over environmental issues also increase an individual’s awareness of the impact of their
behavior on environmental well-being (Han & Yoon, 2015; Shin, Im, Jung, & Severt, 2017).
When an individual discerns the negative impacts of their behavior on the environment, he/she
would be more aware of their present behavior, which would engender green mindfulness.

General mindfulness in affecting green mindfulness

H6: General mindfulness significantly influences green mindfulness.

Openness to new information and greater awareness are among the characteristics of
mindfulness (Langer, 1989; Langer & Moldoveanu, 2000). Research in a hotel setting found
that mindful hotel guests are open to environmental messages in hotels (Barber & Deale, 2014).
This type of guest also has a higher tendency to develop green mindfulness. Potentially, it can
be postulated that guests with general mindfulness will have greater green mindfulness.

Methodology
The study utilizes a survey targeting hotel customers in Australia to test the hotel
consumer PEB model.
 JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT 837

Measures
Measurement scales for this study were obtained and adapted from previous literature
(Amel et al., 2009; Barber & Deale, 2014; Manaktola & Jauhari, 2007; Miller et al., 2015).
The self-report scales to measure environmental concern, home habits and actual PEB in
hotels are adopted from Miller et al. (2015). The home habits and hotel PEB questions ask
respondents to confirm their day-to-day PEB, as well as the actual PEB in their past hotel
stay, such as “I save water” (Miller et al., 2015), to indicate water-saving behavior. Similar
foundations apply to measure the actual hotel PEB. Instead of intention to perform PEB in
the next hotel stay (e.g. “The next time I stay at a hotel, I am willing to reuse towels” (Han
& Hyun, 2018)), this current research asks guests that had previously stayed in hotels to
indicate whether they performed PEB during their stay.
The instrument also aims to measure recycling at home (two items, e.g., “I recycle
paper products”), energy-saving behavior at home (three items, e.g., “I switch off the lights
which are not being used”), water-saving behavior at home (two items, e.g., “I use water
wisely in my house”), consumer recycling behavior in the hotel (two items, e.g., “I support
recycling behavior during my stay in hotel”), consumer energy-saving behavior in the
hotel (two items, e.g., “At the hotel, I switch off the lights that are not in use”), consumer
water-saving behavior in the hotel (three items, e.g., “I try to save water when showering
in the hotel”), general mindfulness (two items, e.g., “When staying at a hotel, I like to feel
involved in what is going on around me”), environmental concern (two items, e.g. “I am
worried about environmental pollution”), and hotel green attributes (five items, e.g., “The
hotel has visible communications about green practices”).
Green mindfulness measure consists of five items, e.g., “When showering in the hotel,
I carefully consider the environment”. The items were generated from the existing
literature (e.g. Amel et al. (2009)), supported by hotel consumer focus group discussion
results. In the focus group, participants were shown some examples of hotel pro-
environmental signs (e.g., towel and linen reuse signs) and they were invited to think of
whether they would follow the signs. Most, but not all, participants would like to follow
the suggestion on the signs. Participants’ opinions on the signs-compliance have generated
valuable insights on green mindfulness. As an example, when shown a water conservation
sign, a participant mentioned that “I would like to follow the sign’s suggestion and use
water wisely since I think I could save gallons of water that many people can drink from
that (amount of water) for several months”. From the participant’s statement, the
researchers interpreted that green mindfulness involves an on-the-spot action-reflection
to the environmental or others’ well-being prior to taking action. This novel concept of
green mindfulness expands the horizon about mindfulness in the PEB context.
Table 4 shows the items used for measuring the scales. All items use a 5-point Likert
scale from strongly disagree (1) to strongly agree (5), plus “not applicable” option. A pilot
study involving 66 respondents was conducted and some minor changes were made prior
to launching the final survey.

Survey and sample demographics

The paper survey was distributed in hotels, targeting guests who recently checked-out
from the hotel. The online survey was distributed through the researcher’s network in
838 M. DHARMESTI ET AL.

Table 3. Sample demographics (n = 339).

Hotel location
Brisbane 28.0% Gold Coast 11.8%
Sydney 17.7% Others 26.3%
Melbourne 16.2%
Customer stay frequency
Once 62.5% 4 times 1.2%
Twice 16.2% 5 times 4.4%
Thrice 7.4% More than 5 times 8.3%
Age
18-24 20.4% 35-60 34.8%
25-29 24.5% 60 or older 5.9%
30-34 14.5%
Gender
Male 29.8% Female 70.2%
Education
Some high school 10.9% Postgraduate degree 36.6%
Bachelor degree or equivalent 52.5%
Occupational status
Employed 61.1% Unemployed 1.5%
Retired 2.1% Student 35.4%
Home country
Australia 76.7% Sri Lanka 1.5%
Indonesia 9.4% USA 1.5%
South Africa 1.5% Others 9.4%
Travel purpose
Leisure 60.8% Business and leisure 23.0%
Business 16.2%

social media (Facebook and WhatsApp). Classified (3 to 5-star) hotel users in Australia
aged 18 years and older were surveyed. Only participants who had stayed at any classified
hotel in Australia in the past 12 months were permitted to fill out the questionnaire. The
survey required respondents to answer some validation questions, asking whether the
respondent had stayed in a hotel in the past 12 months. These hotel users were asked to
reveal the classification and location of the hotel prior to reviewing their latest stay.
Approximately 500 potential respondents were invited for the survey via e-mail, social
media, and in-person. A total of 347 out of 500 questionnaires was finalized (69% response
rate), and 339 were usable for further data analysis. Table 3 presents the demographics of
the respondents.
No official population data exist for Australian hotel guests. Nonetheless, a reliable
benchmark, Deloitte (2019), suggests that our sample approximately represents the popu-
lation. Related studies also reveal a broadly similar demographics mix to the present study
(So & King, 2010).

Results
Validity and reliability
Table 4 shows that the relevant scales are reliable using composite reliability. Scales are
presented according to the factor loadings. Cronbach’s alpha value of all scales ranged as
satisfactory to excellent, from 0.65 to 0.93 (Tabachnick & Fidell, 2007). High factor
loadings support the evidence of convergent reliability. Discriminant validity for all
 JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT 839

Table 4. Scales validity and reliability (n = 339).

Factor Cronbach’s
Variable Items Loading AVE Alpha
Home Green Habit (Miller et al., 2015)
Recycling 0.90 0.89
I recycle paper products. 0.95
I recycle plastic and glass. 0.95
Energy 0.59 0.65
I use energy-efficient lighting. 0.81
I switch off the lights which are not being used. 0.76
I use air conditioners moderately rather than to extreme temperatures. 0.74
Water 0.89 0.88
I save water when showering. 0.94
I use water wisely in my house. 0.94
Actual PEB in Hotel (Miller et al., 2015)
Recycling 0.89 0.87
In the hotel, where possible, I carefully sort my waste into either recycling or 0.94
rubbish.
I support recycling behavior during my stay in the hotel. 0.94
Energy 0.81 0.77
At the hotel, I switch off the lights that are not in use. 0.90
I use air conditioners in my hotel room moderately rather than to extreme 0.90
temperatures.
Water 0.71 0.78
I use water wisely during my stay at the hotel. 0.94
I try to save water when showering in the hotel. 0.92
I follow the signs about reusing bed linen and towels in the hotel. 0.63
Mindfulness (Amel et al., 2009; Barber & Deale, 2014)
General Mindfulness 0.75 0.67
When staying at a hotel, I like to feel involved in what is going on around me. 0.87
When staying at a hotel, I like to feel in control of what is going on around me. 0.87
Green Mindfulness 0.80 0.82
For getting my linen changed, I reflect on the environment. 0.87
For getting my towels changed, I reflect on the environment. 0.85
When showering in the hotel, I carefully consider the environment. 0.78
When leaving the hotel room, I am mindful of turning off the power. 0.70
When throwing out my rubbish, I am mindful of where to put it. 0.61
Environmental Concern (Miller et al., 2015) 0.94 0.93
I am concerned about the amount of environmental destruction. 0.97
I am worried about environmental pollution. 0.97
Hotel Green Attributes (Manaktola & Jauhari, 2007) 0.66 0.87
The hotel participates in environmental partnerships or certification. 0.86
The hotel provides environmentally friendly products (i.e., low toxicity, organic or 0.83
locally grown/made).
The hotel has energy-saving light bulbs in all rooms. 0.81
The hotel establishes an active recycling program for materials in all sections. 0.80
The hotel has visible communications about green practices. 0.77

constructs met Fornell and Larcker (1981) criteria, that the square root of Average
Variance Extracted (AVE) is greater than the constructs correlation coefficient.
Given the importance of green mindfulness, it is appropriate to elaborate on the newly
created concept. Conceptually, mindfulness refers to the state of being conscious, focusing
one’s awareness on the present moment. Green mindfulness refers to the state of being
conscious of the present moment in the hotel and focusing on one’s awareness of nature’s
well-being. Therefore, each item reflects the overall green mindfulness concept.
Empirically, the tests in this study show both reliability and validity for the green mind-
fulness construct.
840 M. DHARMESTI ET AL.

The normality assumption for the variables was tested by examining data skewness and
kurtosis, prior to testing the model. The data met the normality standard according to
Byrne (2013).
Structural Equation Modeling (SEM) using AMOS software was carried out to test the
hypotheses. Table 5 shows the goodness-of-fit indices, indicating that the model fits the data.
As reported in Table 5 and Figure 2, all domestic green habits show significant paths to
similar actual PEB in hotels. The water-saving at home path presents a strong coefficient
(β = 0.88) in its relationship with water-saving behavior in hotels, as well as the path of
energy-saving at home to energy-saving behavior in hotels (β = 0.64) and home-hotel
recycling behavior path (β = 0.42). Hence, H1a, b, and c are supported.
Results suggested significant strong paths of green mindfulness to PEB in hotels. There
are strong influences of green mindfulness on hotel water-saving behavior (β = 0.34), hotel
energy-saving behavior (β = 0.47), and hotel recycling behavior (β = 0.49) Thus, results on
green mindfulness ⇨ hotel PEB paths support H3a, b, and c.
The hotel green attributes ⇨ hotel PEB paths reveal a significant influence on recycling
behavior (β = 0.28) and on water-saving behavior in hotels (β = 0.27). The relationship
between hotel green attributes ⇨ hotel energy-saving behavior is shown insignificant.
Therefore, H2a and b are supported, while H2c is not supported.
Results suggest a significant influence of home PEB habits on green mindfulness. The
path of the energy-saving habit to green mindfulness results in a strong and significant
coefficient (β = 0.52). The home water-saving habit also results in a significant influence on
green mindfulness (β = 0.14). The path of recycling habit – green mindfulness, however, is
not significant. Thus, the results of home PEB habits ⇨ green mindfulness paths support
H4a and b only.

Table 5. Structural model assessment.

Linkages Coefficients t-values
H1a Home – Recycling → Hotel – Recycling β = 0.42* t = 5.76
H1b Home – Energy → Hotel – Energy β = 0.64* t = 6.18
H1c Home – Water → Hotel – Water β = 0.88* t = 13.74
H2a Hotel green attributes → Hotel – Recycling β = 0.28* t = 3.62
H2b Hotel green attributes → Hotel – Water β = 0.27* t = 4.42
H2c Hotel green attributes → Hotel – Energy Insignificant
H3a Green mindfulness → Hotel – Recycling β = 0.49* t = 4.86
H3b Green mindfulness → Hotel – Energy β = 0.47* t = 6.20
H3c Green mindfulness → Hotel – Water β = 0.34* t = 5.21
H4a Home – Energy → Green mindfulness β = 0.52* t = 4.67
H4b Home – Water → Green mindfulness β = 0.14* t = 3.07
H4c Home – Recycling → Green mindfulness Insignificant
H5 Environmental concern → Green mindfulness β = 0.26* t = 5.29
H6 General mindfulness → Green mindfulness β = 0.29* t = 3.96
Fit indices Suggested value Model fit indices
χ2 389.09
df 134
χ2/df ≤2 to ≥5 2.90
RMSEA ≤0.08 0.07
CFI ≥0.90 0.94
GFI ≥0.90 0.90
SRMR ≤0.08 0.06
*p < 0.01; Suggested values were based on Hair, Black, Babin, Anderson, and Tatham (2006), and Hu and
Bentler (1999).
 JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT 841

H2a: 0.28*
Hotel Green
t= 3.62 R2= 0.35
Attributes

Hotel PEB -
Recycling
H1a: 0.42*
t= 5.76
Home Habit - H3a: 0.49*
Recycling H2b: 0.27* t= 4.86 R2= 0.73
t= 4.42
Hotel PEB -
H1b: 0.64* Energy
t= 6.18
Home Habit - H3b: 0.47*
Energy t= 6.20 R2= 0.74
H4a: 0.52*
t= 4.67 H1c: 0.88* Hotel PEB -
t= 13.74 Water

Home Habit -
Water
H3c: 0.34*
t= 5.21
H4b: 0.14* Green
t= 3.07 Mindfulness

R2= 0.39
H5: 0.26*
H6: 0.29* t=5.29
General t=3.96
Mindfulness
Environmental
Concern

Figure 2. Consumer PEB in hotels model.

Table 6. PEB in hotels model hypotheses testing results.

Supported/Not
Hypotheses Statement Supported
H1a, b, c Pro-environmental habits – (a) recycling, (b) energy-saving, (c) water-saving – at Supported
home significantly influence similar actual behaviors in hotels.
H2a, b, c The provision of green attributes in the hotel significantly affects customer PEB H2a, b supported; H2c
actualization of (a) recycling and (b) water-saving, and (c) energy-saving in not supported
hotels.
H3a, b, c Green mindfulness significantly influences individual PEB of (a) recycling, (b) Supported
energy-saving, and (c) water-saving in hotels.
H4a, b, c Green (a) energy- and (b) water-saving, and (c) recycling habits at home H4a, b supported; H4c
significantly influence an individual’s green mindfulness. not supported
H5 Environmental concern significantly influences green mindfulness. Supported
H6 General mindfulness significantly influences green mindfulness. Supported

The significant path of environmental concern ⇨ green mindfulness (β = 0.26) supports

H5. In addition, the path of general mindfulness ⇨ green mindfulness produces
a significant coefficient (β = 0.29). The result supports H6. Table 6 summarizes the
hypotheses testing results.
Mediation tests have been undertaken for the green mindfulness variable. The media-
tion test results showed that green mindfulness partially mediates energy-saving habit at
home → energy-saving behavior in hotels (indirect effect (0.52*0.47) = 0.24) and water-
saving habit at home → water-saving behavior in hotels (indirect effect (0.14*0.34) = 0.05).
Green mindfulness is not a full mediator between home habits and hotel PEB. However, it
842 M. DHARMESTI ET AL.

is a partial mediator, since indirect habit has a stronger influence on green mindfulness.
Hence, habit helps to shape green mindfulness.

Discussion
The finding of this research reframes the current concept of PEB in a hotel context in four
major ways. The overall new PEB framework thus contributes to the new understanding
of: (1) using the actual (self-reported) PEB as a dependent variable, instead of intention to
PEB which dominates the prevailing research, (2) the inclusion of three actual forms of
PEB, namely recycling, energy-saving, and water-saving behaviors, in contrast to the
typical single form in previous research, (3) the joint pro-environmental actions of both
hotel guests and hotel management, in contrast to the results of previous PEB studies,
which just focus on the consumers, and (4) the emerging role of green mindfulness, in
contrast to the limited consideration of mindfulness as a factor in previous PEB research.
The actual PEB in hotels has evaded most previous research. As the first reframing
breakthrough, the current research essentially addresses the actual PEB of hotel guests
through self-reporting measures. Results cover the understanding of actual PEB processes
that involves a range of attitudes and habits in a comprehensive model, to confirm the
actual PEB. Previous research emphasized attitudes as a major explanation of PEB inten-
tion. However, the role of attitudes as an antecedent declines with the shift from intention
to actual PEB as the dependent variable. Present research reveals that behavioral ante-
cedents, such as habits, and also green mindfulness as quasi-behavior are more important
than attitudes to actualize PEB. Green mindfulness emerges as a PEB antecedent, as it
comes to the fore with the new emphasis on actual PEB, and guests are “being in the
moment” when making their PEB decision. The new emphasis on actual PEB thus
increases its significant role in behavioral research.
Secondly, the successful examination of the three forms of PEB in this study –
recycling, energy-saving behavior, and water conservation – contributes valuable insights
on the wider scope of consumer PEB in hotels. Most prevailing studies on PEB in hotels
focus on a single form of PEB: water (direct conservation; towel-linen-reuse). Although
guests rate energy-saving and recycling as important (Millar & Baloglu, 2011), these two
major forms of PEB are rarely examined. Hence, the explanation of the three forms of PEB
in hotels contributes to the new understanding of PEB. Furthermore, findings on the
actual water-conservation, energy-saving, and recycling behaviors in hotels answer
Bohdanowicz (2006) in addressing the current environmental issues in the hotel industry.
Thirdly, most hotel PEB research concentrates on the consumer’s perspective. Hence,
the third breakthrough of the present study answers Dolnicar et al. (2017a), and extends
Miller et al. (2015) to a hotel context, as this study provides empirical evidence of the joint
hotel management-consumer PEB, in terms of green attributes availability. Hotel green
attributes facilitate guests’ recycling and water-saving behaviors. Findings demonstrate
that hotel guests’ PEB alone is indeed insufficient to fully account for the actual PEB. This
study discovers that hotel management’s actual environmental effort – by providing green
information, program, and facilities in the hotel – supports the guests’ actual PEB (H2).
This interesting result hence encourages hotels to be clearer, more inclusive and to engage
customers in their PEB programs. Furthermore, this finding advises both hoteliers and
consumers to collaborate with actual PEB.
 JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT 843

Fourthly, the discovery of the role of green mindfulness as a major trigger of the actual
PEB contributes to PEB research. According to the features of general mindfulness
(Langer & Moldoveanu, 2000), mindful individuals are “being in the moment”, sensitive
to the new information and more aware of the surrounding environment. The “being in
the moment” feature thus marks mindfulness as a quasi-behavior. Green mindfulness is
a novel concept of the advanced awareness of environmental well-being in the present that
drives the decision to execute the actual PEB, beyond mere intention. In line with Barbaro
and Pickett (2016), green mindfulness in this study strongly and positively affects indivi-
dual PEB in hotels. Being mindful of nature, as Barbaro and Pickett (2016) suggest,
increases an individual’s awareness of nature’s well-being. An individual hotel guest
reflects on the natural environment in the framework of green mindfulness. Hence, he/
she is able to focus on PEB while being in the (hotel) moment. Results are consistent with
Amel et al. (2009) in the presence of extra attention and awareness in actualizing PEB. In
the hotel context, the finding on green mindfulness extends the previous literature,
particularly Barber and Deale (2014), in identifying the role of green mindfulness in
guest PEB. The current research successfully provides empirical evidence of a major role
for green mindfulness in a hotel PEB context and thus expanding the positive role of
mindfulness.
The empirical finding on H1 indicates positive influences of the actual pro-
environmental habits in daily life on guests’ performance of corresponding behaviors in
hotels, and thus confirms the habitual factor in Steg and Vlek (2009)’s conceptual model.
Pro-environmental habit is an actual behavior based on an individual’s decision to be eco-
friendly. Therefore, regardless of the context – home or hotel – the choice of behavior
remains consistent. Results reinforce but also progress previous findings of Untaru et al.
(2016) and Han and Hyun (2018) regarding the role of habit. Results of H1 also support
Miller et al. (2015), that recycling, water, and energy-saving daily habits significantly
influence the actual PEB in both tourism and hotel contexts. Interestingly, both
Australian studies find recycling habits as the weakest predictor of similar actual PEB,
compared to energy and water conservation habits. In Australia, the recycling habit is
influenced by the government’s waste policy and strictly-controlled recycling services.
Therefore, the household recycling habit in the Australian sample is not purely self-
initiated, because people attempt to follow the government’s regulation.
The present study’s result on H4 confirms the power of habits in evolving green
mindfulness and support Kristeller and Wolever (2010) within a PEB framework.
Individuals’ autonomous choice and environmental awareness in practicing daily PEB
can advance their green mindfulness. However, Australian recycling habit is not signifi-
cant in influencing green mindfulness. The strict government control over household
recycling in Australia develops individual awareness of the regulations, instead of their
recycling behavior.
The result of H5 indicates the role of attitude toward the environment in evoking green
mindfulness. Concern about pollution and environmental destruction encourages indivi-
dual hotel guests to reflect on the impact of their behavior on environmental well-being.
This finding supports and extends Amel et al. (2009) and Barbaro and Pickett (2016) in
explaining the process of mindfulness development in PEB.
The major finding of this current research is that green mindfulness strongly
encourages hotel guests to practice PEB in hotels. Although no previous green
844 M. DHARMESTI ET AL.

mindfulness study was found in a hotel context, results of the present study related to H3
are consistent with relevant studies about general mindfulness and PEB (e.g. Amel et al.
(2009), Barber and Deale (2014), Barbaro and Pickett (2016)). This outcome suggests
green mindfulness as quasi-behavior, meaning that hotel guests who are mindful of
environmental well-being would likely put their rubbish in the right bin, and use water
and energy wisely in hotels. Additionally, the current research indicates a positive
relationship between general mindfulness and green mindfulness (H6). This finding
extends the previous studies of Langer and Moldoveanu (2000) by examining the con-
nection between general mindfulness and green mindfulness. The power of green mind-
fulness is advantageous in creating interactive sustainable messages for hotel
practitioners to invite their guests to participate in their green programs. For example,
by inviting guests to reflect on the environment when requesting linen and towels to be
changed. Hotels could present the environmental facts and highlight the differences that
guests can make by considering the environment and acting accordingly. Those inter-
active programs would inform the hotel guests’ curiosity and increase their green mind-
fulness. Adopting the win-win-win environmental communication to trigger green
mindfulness could help both hotels and consumers in increasing PEB practices in hotels.
This result contributes insights to the development of sustainability policy and cam-
paigns in hotels.

Conclusions
To conclude, the present research reframes hotel guests’ PEB in four major ways. Firstly,
the current study discovers the joint-PEB process between guests and hotel manage-
ment. Secondly, this research expands the previous predominantly focus on a single
hotel PEB (water – both direct and indirect via towel/linen usage) into three forms of
actual PEB (recycling, water usage, and energy conservation). Thirdly, the current study
shifts the PEB focus from intentions to the actual (self-reported) PEB, thus increasing
the relevance of the research. Finally, and perhaps most importantly, a new concept of
green mindfulness emerges as a critical explanation of actual PEB in hotels. This major
finding should stimulate future PEB research across the tourism and hospitality
spectrum.

Limitations and future research suggestions

This study is not caveat-free. Hotels in this study were self-selected by the respondents. An
interesting development would be to deliberately select hotels based on the propensity of
their green attributes. The present study is unable, due to considerations, to generate
a sample representative of all cities. Given that the population norms are unknown, this
study also cannot define the sample representativeness. Hence, additional samples will
clarify this issue.
The emerging role of green mindfulness is a prospective major focus of all future PEB
studies across various tourism and hospitality contexts, and not purely in hotels. Green
mindfulness is an important potential force in sustainable tourism, generally. Greater
emphasis on the actual (self-reported) PEB is required to fulfill this outcome, rather than
the intention to PEB.
 JOURNAL OF HOSPITALITY MARKETING & MANAGEMENT 845

ORCID
Maria Dharmesti http://orcid.org/0000-0002-8346-5086

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