Exploring the synergy between customer home‐based and hotel‐based water consumption and conservation behaviors: An empirical approach
Elena‐Nicoleta Untaru, Ana Ispas, Heesup Han
Abstract
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.