In search of frugality in the Malaysian hotel industry: the role of green marketing strategies and government initiatives
NZ Mohamed Sadom, F Quoquab… - Consumer Behavior in …, 2022 - emerald.com
Purpose This study aims to shed light on the factors that affect frugality (FR) in the hotel
industry. Specifically, it aims to test the role of environmental advertisement (EA) and eco-
labelling (EL) on FR through green attitude (GA) in the Malaysian hotel industry. It also
tested the role of government initiatives (GIS) as the moderator. Design/methodology/
approach Using the judgemental sampling technique, a total of 259 usable responses were
gathered from hotel guests. Partial least squares structural equation modelling was used to …
industry. Specifically, it aims to test the role of environmental advertisement (EA) and eco-
labelling (EL) on FR through green attitude (GA) in the Malaysian hotel industry. It also
tested the role of government initiatives (GIS) as the moderator. Design/methodology/
approach Using the judgemental sampling technique, a total of 259 usable responses were
gathered from hotel guests. Partial least squares structural equation modelling was used to …
In search of frugality in the Malaysian hotel industry: the role of green marketing strategies and government initiatives
Purpose This study aims to shed light on the factors that affect frugality (FR) in the hotel
industry. Specifically, it aims to test the role of environmental advertisement (EA) and eco-
labelling (EL) on FR through green attitude (GA) in the Malaysian hotel industry. It also
tested the role of government initiatives (GIS) as the moderator.
industry. Specifically, it aims to test the role of environmental advertisement (EA) and eco-
labelling (EL) on FR through green attitude (GA) in the Malaysian hotel industry. It also
tested the role of government initiatives (GIS) as the moderator.
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