53
TOWARD GREEN CONSUMERISM PRACTICES IN MALAYSIA HOTEL INDUSTRIES NUR SYAHIDAH BINTI SAID UNIVERSITI TUN HUSSEIN ONN MALAYSIA
TOWARD GREEN CONSUMERISM PRACTICES IN
MALAYSIA HOTEL INDUSTRIES
NUR SYAHIDAH BINTI SAID
UNIVERSITI TUN HUSSEIN ONN MALAYSIA
TOWARD GREEN CONSUMERISM PRACTICES IN MALAYSIA HOTEL
INDUSTRIES
NUR SYAHIDAH BINTI SAID
A thesis report submitted in partial
fulfilment of the requirement for the award of the
Master of Science Technology Management (KPP) by Research
Faculty of Technology Management and Business
Universiti Tun Hussein Onn Malaysia
FEBRUARY 2016
iii
DEDICATION
To my parents,
The reason of what I have become today
Thanks for your great support
For my Syu & Aeda,
Just when the caterpillar thought the world was over,
It has become a butterfly....
So, beat it!!
My lovely brother,Mu’min
Thanks for the greatest motivation
And lead the path
iv
ACKNOWLEDGEMENT
I would like to thank my supervisor, Dr. Goh Kai Chen, for your unshakable support
and believe in me. I don’t think I can complete my master without your good
support. All of these experiences encouraged me along the way. You have guided me
all the way to what I am today.
Thank you to my panel Dr. Sulzakimin bin Mohamed for your advice and
knowledge which make my research a better one. Huge thankful to Prof. Madya Dr.
Seow Ta Wee, Dr. Rozlin binti Zainal, Dr. Mohd Hafizal bin Ishak and Mr Dev
Singh. Thank you Dr. Wan Nadzri bin Osman for sharing your knowledge and
support. To my dearest, Pn Anna Shahril, thank you so much for editing and
proofread my research within time during your teaching period. Each one of you
have given me the courage to complete this thesis with lots of joy and love.
Nevertheless, it’s a challenge choosing this topic as it is undefinable for
people around us to practice green. But with all the knowledge shared, the humble
support make these lines become truthful pages.
Last but not least, to my beloved Abah & Mak, my closest sisters, Syu &
Aeda, younger brother, Mu’min and fellow friends. Thank you all for your endless
support and make the dream comes true.
v
ABSTRACT
Over the decades, tourism industry in Malaysia has experienced continued growth
due to Malaysia’s beautiful natural assets. The tourism is largely depends on the
clean environment, so the issues of operational hotel waste cannot be ignored. It can
be expected that consumer behaviour while staying at the hotel can produce tonnes of
waste. As a result, becoming a green consumer is a step to cope with this problem.
Green consumers are people who committed about going green that will help to
create a better environment. This concept widely used in other countries but is still
“limited” in the Malaysia perspective. There are two objectives of this study. Firstly,
to identify the perception of Malaysians toward going green consumers and
secondly, the Theory of Planned Behaviour (TPB) has been tested to define which
factor influencing the consumer intention to practice green while staying at the hotel.
The respondents are the consumers, who had experienced staying at the Malaysia
hotels. The questionnaire is used and the data is analysed using Statistical Package
for Social Sciences (SPSS) and Analysis of Moments Structures (AMOS). From the
findings, respondents have positive perceptions towards going green but showing
inconsistent behaviour. The result from TPB theory, only Perceived Behaviour
Control (PBC) and Overall Image (OI) favourably affect the intention to practice
green while staying at the hotel. In conclusion, the respondents possess the
awareness towards environmental protection, but their intention to participate of
going green is still lagging behind.
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ABSTRAK
Sejak beberapa dekad lalu, industri pelancongan di Malaysia telah mengalami
pertumbuhan berterusan kerana aset semula jadi yang indah di Malaysia.
Pelancongan bergantung sebahagian besarnya pada persekitaran yang bersih, namun
isu pengurusan sisa buangan hotel tidak boleh diabaikan. Ia boleh dijangka bahawa
gelagat pengguna semasa menginap di hotel boleh menghasilkan beribu tan sisa
buangan. Oleh itu, pengguna hijau adalah langkah untuk mengatasi masalah ini.
Pengguna hijau adalah sekumpulan pengguna yang komited tentang amalan hijau
yang akan membantu mewujudkan persekitaran yang lebih baik. Konsep ini banyak
digunakan secara meluas di negara lain tetapi ia masih “terhad” dalam perspektif
Malaysia. Terdapat dua objektif dalam kajian ini. Pertama, adalah untuk mengenal
pasti persepsi penduduk Malaysia terhadap konsep amalan hijau dan kedua, teori
Tingkah laku Dirancang (TPB) diuji bagi mengenal pasti faktor yang mempengaruhi
niat untuk mengamalkan amalan hijau semasa menginap di hotel. Kajian ini memberi
tumpuan kepada pengguna, yang mempunyai pengalaman menginap di Malaysia
hotel. Soal selidik telah digunakan dan data dianalisis menggunakan Statistical
Package for Social Sciences (SPSS) dan Analysis of Moments Structures (AMOS).
Dari hasil kajian, responden mempunyai persepsi positif terhadap amalan hijau tetapi
menunjukkan tingkah laku yang tidak konsisten. Hasil analisis daripada teori TPB,
hanya kawalan tingkah laku (PBC) dan keseluruhan imej (OI) dilihat mempengaruhi
niat untuk mengamalkan amalan hijau semasa menginap di hotel. Kesimpulannya,
responden mempunyai kesedaran terhadap perlindungan alam sekitar, tetapi niat
untuk melaksanakannya masih lagi jauh ketinggalan.
TABLE OF CONTENT
TITLE i
DECLARATION ii
DEDICATION iii
ACKNOWLEDGEMENT iv
ABSTRACT v
ABSTRAK vi
TABLE OF CONTENT vii
LIST OF TABLES xi
LIST OF FIGURES xiii
LIST OF SYMBOLS xiv
LIST OF APPENDIX xv
CHAPTER 1 INTRODUCTION 1
1.0 Introduction 1
1.1 Background of Study 3
1.2 Problem Statement 4
1.3 Research Questions 6
1.4 Research Objectives 6
1.5 Scope of the Study 6
1.6 Significance of Study 7
1.7 Thesis Structures 7
1.7.1 Summary of Chapter 1 8
1.7.2 Summary of Chapter 2 8
1.7.3 Summary of Chapter 3 8
1.7.4 Summary of Chapter 4 8
1.7.5 Summary of Chapter 5 9
1.7.6 Summary of Chapter 6 9
1.8 Chapter Summary 9
viii
CHAPTER 2 LITERATURE REVIEW 10
2.0 Tourism Industry 10
2.1 Lodging Industry 11
2.2 Hotel Consumer Behavior 15
2.3 Green Consumer 15
2.4 Perception of Going Green 17
2.5 Profile of Green Consumers 18
2.5.1 Behaviour in Daily Life 21
2.5.2 Participation in Green Campaign 21
2.5.3 Behaviour While Travelling 22
2.5.4 Behaviour While Staying at the Hotel 24
2.6 Typology of Green Consumer 26
2.7 Developing as a Green Consumer 28
2.8 Readiness of Malaysians to Become a Green 30
Consumer
2.9 The Components of the Theory of Planned 31
Behaviour
2.9.1 Attitude 31
2.9.2 Subjective Norm 32
2.9.3 Perceived Behaviour Control 32
2.9.4 Overall Image 33
2.10 Conceptual Framework 34
2.11 Green Hotel 36
2.12 Hotel Greening Efforts 37
2.13 Difference between Non-Green Hotel and 42
Green Hotel
2.14 Chapter Summary 44
CHAPTER 3 RESEARCH METHODOLOGY 45
3.0 Introduction 45
3.1 Research Design 45
3.2 Stage 1 to Achieve Objective 1 48
3.3 Stage 2 to Achieve Objective 2 50
3.4 Assessing the Validity and Reliability (Formula) 55
For Objective 2
ix
3.4.1 Unidimensionality 55
3.4.2 Validity 55
3.4.2.1 Convergent Validity 56
3.4.2.2 Construct Validity 56
3.4.2.3 Discriminant Validity 58
3.4.3 Reliability 59
3.5 Questionnaire 60
3.6 Questionnaire Development 61
3.7 Pilot Study 64
3.7.1 Pilot Study for Behaviour in Daily life 64
3.7.2 Pilot Study for Participating in Green 65
Campaign
3.7.3 Pilot Study for Behaviour While Travel 65
3.7.4 Pilot Study for Behaviour While Staying at the 66
Hotel
3.7.5 Pilot Study for Attitude 66
3.7.6 Pilot Study for Subjective Norm 66
3.7.7 Pilot Study for Perceived Behaviour Control 67
3.7.8 Pilot Study for Overall Image toward Green 67
Hotel
3.7.9 Pilot Study for Intention 68
3.8 Pre-Testing the Questionnaire 68
3.9 Target Population 69
3.10 Sample Size 69
3.11 Data Collection 71
3.12 Chapter Summary 72
CHAPTER 4 PERCEPTION OF GOING GREEN 73
4.0 Introduction 73
4.1 Analysis of Respondent’s Background 73
4.2 Green Hotel in Malaysia 76
4.2.1 Name of the Green Hotel 77
4.3 Perception of Going Green 78
4.3.1 Situation 1- Behaviour in Daily Life 78
4.3.2 Situation 2- Participating in Green Campaign 80
x
4.3.3 Situation 3- Behaviour While Travelling 81
4.3.4 Situation 4- Behaviour While Staying at the 83
Hotel
4.4 Discussion of Research Objective 1 85
4.5 Chapter Summary 87
CHAPTER 5 CONSUMER DECISION MODEL 88
5.0 Introduction 88
5.1 The Assessment of Normality for the Data 89
5.2 The Measurement Model 90
5.3 The Structural Model 93
5.4 Hypotheses Testing 95
5.4.1 Attitude and Intention 96
5.4.2 Subjective Norm and Intention 96
5.4.3 Perceived Behaviour Control and Intention 97
5.4.4 Overall Image and Intention 98
5.4.5 The Findings 99
5.5 Discussion of Research Objective 2 100
5.6 Chapter Summary 103
CHAPTER 6 CONCLUSION & RECOMMENDATION 104
6.0 Introduction 104
6.1 Research Contributions 104
6.1.1 Managerial Implications 105
6.1.2 Academician Implications 106
6.2 Research Limitations and Directions for Future 107
Research
6.3 Conclusion 108
REFERENCES 110
APPENDIX 124
VITA
xi
LIST OF TABLE
2.0 Non-hazardous waste that released from hotel operation 13
2.1 Hazardous waste that released from hotel operation 14
2.2 Several studies on profiling green consumer 20
2.3 Green practices of hotel in Malaysia 38
3.0 Interpretation of the mean score 49
3.1 Hypotheses testing 51
3.2 Three categories of model fitness indexes 57
3.3 Sections of the questionnaire 64
3.4 The Result for Behaviour in Daily Life 64
3.5 The Result for Participating in Green Campaign 65
3.6 The Result for Behaviour While Travel 65
3.7 The Result for Behaviour While Staying at the Hotel 66
3.8 The Result for Attitude 66
3.9 The Result for Subjective Norm 66
3.10 The Result for Perceived Behaviour Control 67
3.11 The Result for Overall Image toward Green Hotel 67
3.12 The Result for Intention 68
3.13 The mimimum sample size required for SEM 70
4.0 Profile of the respondents 75
4.1 Green hotel in Malaysia 77
4.2 Name of green hotels given from 16 respondents 77
4.3 Consumer perception of going green in daily life 79
4.4 Consumer perception of going green in participating green campaign 81
4.5 Consumer perception of going green behaviour while 82
travelling
4.6 Consumer perception of going green behaviour while staying at 84
the hotel
xii
5.0 The normality test after removing A2 and A3 89
5.1 The CFA results for the measurement model 92
5.2 The discriminant validity index summary 93
5.3 The regression coefficient for attitude in predicting intention 96
5.4 The regression coefficient for subjective norm in predicting 97
intention
5.5 The regression coefficient for perceived behavior control 98
in predicting intention
5.6 The regression coefficient for overall image in predicting 99
intention
xiii
LIST OF FIGURES
2.0 The main components of the tourism industry 11
2.1 A diagram typology of green consumer 27
2.2 Ways to become a green consumer 29
2.3 Conceptual framework 35
3.0 Research design 47
3.1 Step to achieve Objective 1 48
3.2 Step to achieve Objective 2 50
3.3 The Structural Model in AMOS for the Schematic Diagram 54
5.0 The measurement model for pooled constructs 91
5.1 The standardized regression weights for the model (all units 95
are in standard deviation)
xiv
LIST OF SYMBOLS
AMOS - Analysis of Moments Structures
AST - Asean Tourism Standard
AVE - Average Variance Extracted
CB-SEM - Covariance based Structural Equation Modeling
CFA - Confirmatory Factor Analysis
CO₂ - Carbon dioxide
CR - Composite reliability
DV - Dependent variables
GAHS - Green ASEAN Hotel Standard
GBI - Green Building Index
GDP - Gross Domestic Product
IV - Independent variables
MLE - Maximum Likehood Estimator
MI - Modification Indexes
PLS - Partial Least Squares
SEM - Structural Equation Modeling
SPSS - Statistical Package for Social Sciences
TPB - Theory of Planned Behaviour
TRA - Theory of Reasoned Action
US - United States
UTHM - Universiti Tun Hussein Onn Malaysia
VB-SEM - Variance based Structural Equation Modeling
WTO - World Tourism Organisation
xv
LIST OF APPENDIX
APPENDIX TITLE PAGE
A Questionnaire 124
B Sample size 129
C Questionnaire items 130
CHAPTER 1
INTRODUCTION
1.0 Introduction
The tourism industry has became one of the main contributors to the economic growth,
especially in the less developed countries such as Malaysia (Jaafar, Abdul Aziz,
Maideen & Mohd, 2011). The scope of the tourism industry consists of travel,
conventions, meetings, lodging, restaurant and recreation, which is aimed to provide the
needs and wants of people when travel away from home (Walker, 2007). Since the
lodging industry was being focused for this study, so the component of the lodging
industry should be known which are hotels, resorts and chalets. Malaysia is blessed with
beautiful natural assets. For example, Tioman Island has been recognised as one of the
most beautiful islands in the world. This will in turn contribute to potential beneficial
efforts to promote Malaysia tourism at the national and international level.
The number of tourist arrivals in Malaysia has been increasing year by year.
Referring to the findings data on tourist arrivals which had been done by the Malaysian
Immigration Department in 2013, from January to May, there were 10.48 million
tourists visited Malaysia. To accommodate the growing number of tourist arrivals, the
government promoted the building of hotels, resorts and chalets in Malaysia (Aminudin,
2013). From the economic perspective, Malaysia tourism industry has been very
successful. In 2013, tourism ranked sixth (6th
) largest contributor with a Gross National
Income (GNI) total of USD 51.5 billion (Ministry of Tourism and Culture Malaysia,
2014c). With the theme “Celebrating 1 Malaysia Truly Asia”, Malaysia celebrated its
fourth Visit Malaysia Year in 2014. In promoting Malaysia as a popular destination, the
2
government target to receive 36 million tourist arrivals and RM 168 billion in receipts
by 2020, as outlined in the Malaysia Tourism Transformation Plan (MTPP) 2020
(Ministry of Tourism and Culture Malaysia, 2014c). In terms of the number of hotels
and rooms in Malaysia, this will contribute to the government’s target to 37,000
additional four and five hotel rooms are required by 2020 (Ministry of Tourism and
Culture Malaysia, 2014a). This project will involve so many construction activities in
order for the hotels, resorts and chalets to grow prosperously.
The influence of the tourism industry can generate both positive and negative
impacts. The positive impact of tourism brings the job availability, economy income, the
exchange of social-culture and foreign currency which in turn provide for economy
development (Beccali, La Gennusa, Lo Coco & Rizzo, 2009). The tourism industry can
also generate negative impacts which comes from the several tourism activities such as
over 90% of carbon emissions released from aviation, while 5% has been expected
comes from the hotel operation and 3% from the tourism transportation (Stohl, 2008).
Ironically, the tourism industry is highly dependable on the physical environment; which
tourists travel just to see the environments that are beautiful, clean and unpolluted
(Kasim, 2004). Therefore, the impact of waste generated from the hotel operation cannot
be ignored. Since it is now Malaysia had been facing limited space of landfills, which is
most commonly used to dispose the waste and several studies mentioned that the
landfills would become scarce (Syafalni, Lim, Ismail, Abustan, Murshed & Ahmad,
2012; Syed Abd Kadir, Yin, Sulaiman, Chen & El- Harbawi, 2012; Moh & Abd Manaf,
2014). Thus, the solid waste generated from hotels operation should be reduced to
overcome the growing problem of limited space for landfills.
3
1.1 Background of Study
According to Kasim (2004), there are two stages (during construction and operation) that
hotels may cause the negative impacts to the environment. Many of these impacts are
related during construction such as renovating the existing and building of a new hotel,
which may cause destruction of habitat, land erosion and increased demand on the water
and energy supply (Kasim, 2006; Beccali et al., 2009). Since the hotel businesses are
opened 24 hours per day and 365 days per year, the series of daily hotel operations used
large consumption of water, energy and produce tonnes of waste such as non-disposable
plastic containers, cleaning agents and non-recyclable packaging will generate a ton of
waste if not manage properly (Alvarez Gil, Burgos Jimenez & Cespedes Lorente, 2001;
Walker, 2007). Based on the findings from Hanafiah, Jamaluddin & Zulkifly (2013),
Tioman Island residents agreed that the tourism activity brings pollution which can
destroy the beauty of their island. Therefore, the occurrence of this problem is expected
to rise if the planning for both tourism and environment is uncontrolled and unsustained
which will result in threatening the environment.
However, not all the activities of the tourism caused those problems (Newsome,
Moore & Dowling, 2006). It can be expected that the impact of small individual
operations while staying at the hotel when combine together may cause the significant
effects to the environment (Kirk, 1995). The most visible impact is waste which comes
from the human activities (Rahman, Reynolds & Svaren, 2012). Food waste is part of
hotel waste, which had shown the most noticeable effect to the environment (Pirani &
Arafat, 2014). Realising to that, the consumer behaviour while staying at the hotel
cannot be ignored. Chen & Tung (2014) agreed that hotel consumers also should take
the responsibility for environmental protection. In order to accomplish the successful
protection of the environment, especially in popular tourism destination, it really needs
the support from both hotels and consumers (Dalton, Lockington, & Baldock, 2008).
The definition of consumer behaviour and its role in the consumption of hotel
industry should be highlighted first. According to Morrison (2002), consumer behaviour
is the process of consumer to select, use and behave after purchasing the hospitality and
travel services and the factors that influence the individual behaviour will depend on
4
personal and interpersonal factors. So, the question about the implications of consumer
behaviour in the hotel industry is remained here. Hence, the problem statement
associated with the role of consumer behaviour in the hotel industry would be addressed
in the next section.
1.2 Problem Statement
Many studies in the world revealed that hotel operations can cause negative impact to
the environment. Radwan, Jones, & Minoli (2012) stated that the most negative impacts
of hotels on the environment is solid waste generation and disposal. The solid waste
generated from the hotels can be classified as wet waste includes (food waste, garden
waste and cooking oil waste) and dry waste involves recyclable waste such as metals
(cans), plastic, paper, linen and others (Singh, Cranage, & Lee, 2014). It has been
realised that if the solid waste management in hotels is not handled properly, it can cause
a great deal of greenhouse gas (GHG) emitted to the environment. Zografakis, Gillas,
Pollaki, Profylienou, Bounialetou & Tsagarakis (2011) stated that hotels are among the
major contributors of the most energy consumers in the tertiary building sector. Another
study from Wu, Priyadarsini, & Lee (2010), Singapore’s weather condition received 12
hours of daily sunlight , the air condition is needed to be installed in the hotels for guest
comfort hotel. It can be expected that rising temperature could increase energy demands
for cooling. As a result, this energy use can be very wasteful and consume huge amount
of energy will contribute to global warming.
Several studies in Malaysia also confirmed that the hotel industry consumes a
large amount of water, energy and waste (Kasimu, Zaiton & Hassan, 2012; Tang, 2012;
Yusof & Jamaludin, 2013). A typical hotel produces in excess of 1 kg of waste per guest
per day, which results in tons of waste each month (Bohdanowicz, 2005). Since
Malaysia tourism industry has become national income, government encouraged to build
more hotels in the future. Hotel development should continue to be implemented for
Malaysia economic growth and at the same time, consumer behaviour should be
addressed. In other words, both hotels and consumers should work together in creating a
healthy tourism environment. One solution to overcome this problem is that consumer
5
should behave with green consumer while staying at the hotel. Hence, solid waste
generation can be reduced, if the hotel consumers ready for reuse hotel towels, not
actively using disposable toiletries or not changing the bed sheets daily (Huang, Lin, Lai
& Lin, 2014). These behaviours can help hotel to conserve environmental resources by
reducing the amount of detergents that will threaten the environment (Goldstein,
Cialdini & Griskevicius, 2008). As a result, their decision behaviour will control the
hotel waste generation. Nevertheless, there is a lack of study conducted regarding the
hotel consumers behaviour. Hence, in such situations, understanding the hotel consumer
behaviour is crucial in the Malaysian context hotel industry.
Therefore, there are two issues for this study. The first issue, the emerging of
green consumers in Malaysia. It can be concluded that only green consumers is the
promising behaviour that will help to reduce the negative impact to the environment.
Hassan, Noordin & Sulaiman (2010) found that even though Malaysians had higher
environmental concerns, they felt difficult about going green consumers. Paim, Othman,
Hashim, Haron, Osman & Masud (2013) highlighted those consumers might not going
green because they cannot see the impact of their behaviour. However, there are limited
studies in Malaysia that focus on the findings about the emerging of green consumer.
The profile of green consumer could be identified through the perceptions of going
green. By doing so, the consumers might realise the importance of green behaviour that
will help the hotel to reduce the negative impact to the environment.
Moreover, it has been realised that consumer behaviour while staying at the hotel
can produce tonnes of waste that will generate negative impact to the environment
(Pirani & Arafat, 2014). There are several factors that should be considered to identify
the intention of green behaviour, so this is the second issues for this study. In particular,
this study attempted to find out which factor will led to consumer intention to practice
green while staying at the hotel by using the Theory of Planned Behaviour (TPB). Thus,
this study was conducted based on that gap.
6
1.3 Research Questions
The problem statement has led to a number of research questions, namely:
(i) What is the perception among Malaysian toward going green consumer?
(ii) Which factors can influence the consumer intention to practice green while
staying at the hotel?
1.4 Research Objectives
To achieve this goal, two objectives were identified as follow:
(i) To identify the perception of Malaysians towards going green consumer.
(ii) To investigate the factors that led to consumer intention to practice green while
staying at the hotel.
1.5 Scope of the Study
This study aims to the development of consumer decision making behaviour within hotel
perspective and the emerging of green consumer. The scope of this study is as below:
Both objectives of this study using the questionnaire to obtain the accurate
information about green consumerism in Malaysia.
The study was carried out within Malaysia only. Thus, the findings might only be
generalising the perception and decision making of Malaysian people.
This study focus on hotel consumers. Hotel consumers were targeted because it will
represent the growth of green consumer to reduce hotel waste while staying at the
hotel.
Green hotel is also being focus as an additional variable in the TPB model. The
finding would help the government and hotel operator in Malaysia to understand the
7
current consumer’s perception of green hotel. Thus, both parties could plan the
appropriate programs to provide awareness to protect the environment within hotel
perspective.
This study only conducted in the cross-sectional design, which the respondent’s
perception and decision making behaviour is only measured once. This is because
the researcher have limited time and money throughout the study. Therefore, future
studies should be conduct in the longitudinal design as the perception might provide
the difference findings at different time.
1.6 Significance of Study
Based on the factors such as the potential of consumer behaviour, it should be promoted
to Malaysian to continue making green habits, especially while staying at the hotel.
Therefore, the categories of green consumer could be identified at the end of this study.
It may help the hotel operator to be aware about the types of green consumers in
Malaysia. This study used TPB theory to explain the consumer intention to practice
green while staying at the hotel. Several factors of TPB should be focussed on the
factors that most respondents chosen that led to the individual thoughts and behavioural.
Hence, the promotion of green consumer among Malaysian should be addressed to
ensure that the functions and services of the hotels managing its waste will support
reducing the negative impact onto the environment.
1.7 Thesis Structures
This study is structured into six chapters and each chapter was discussed as the details
and more specific as referred below:
8
1.7.1 Summary of Chapter 1
The beginning of this chapter introduced the background of the gap that had been found
from previous studies. It also includes an introduction, background of the study, problem
statement, the question of the problem, objectives, scope of the study, significance of
study and summary.
1.7.2 Summary of Chapter 2
This chapter provides the evidence of literature related to the study of the concept of
green consumer in the Malaysian hotel industry. This encompassed the perception
towards going green consumer based on four situations (behaviour in daily life,
participation in green campaign, behaviour while travel & behaviour while staying at the
hotel). Next, the TPB theory has been applied in the model of this study to investigate
the factors for consumer intention to perform behaviour will be explained further.
1.7.3 Summary of Chapter 3
Chapter 3 describes the methodology of what methods were used for data collection.
This chapter also includes the details about how this study was conducted and how to
analyse that data. Further discussion about Structural Equation Modeling (SEM) is also
explained later in this chapter.
1.7.4 Summary of Chapter 4
For this chapter, further discussion about the findings of respondents’ background and
their perceptions towards going green consumer (Objective 1) was focused. The
discussion about the results of this study is also specifically explained in this chapter.
9
1.7.5 Summary of Chapter 5
Chapter 5 provided the results from the SEM analyses which consist of how the final
data of this study fits well with the measurement model based on two steps in the
monitoring SEM model. Then, the hypotheses which based on the model that can
identify the inter-relationships between latent constructs and further discussion about the
findings are explained further in this chapter.
1.7.6 Summary of Chapter 6
Finally, Chapter 6 summarises the conclusion of the data collected and recommendation
for the future study. The limitations of this study also will be discussed in this chapter.
1.8 Chapter Summary
This study outlined the list of the gap from previous studies, the problem statement and
research questions. The objectives have been set through the research questions. The
significance of this study is to promote green behaviour and to make Malaysians
becoming more environmentally conscious while staying at the hotel. The scope of this
study focused on hotel consumers in Malaysia and since the sample was targeted on a
large sample, so the questionnaire was perfectly fits the criteria.
CHAPTER 2
LITERATURE REVIEW
2.0 Tourism Industry
The World Tourism Organisation (WTO) defined the tourism industry as the
activities of persons comprising travelling and staying in places outside their usual
environment (Walker, 2007). According to Ninemeier & Perdue (2008), there are
three main components of the tourism industry, which are shown in Figure 2.0.
Firstly, lodging, food services and other hospitality operations are placed under the
hospitality component. In other words, the hospitality in an organisation that
provides lodging and food services for people, who are away from their homes. Next,
transportation services is the second component within the tourism industry such as
car rental, airplanes, trains and ships which enable the people to travel effortlessly to
different destinations.
In the last components in the tourism industry, destination alternatives
comprise of both activities and retail shops (Hayes & Ninemeier, 2007). Activities
such as sports, cultural, recreation and other events are offered to the tourists.
Eventually, a specific location like island visit provides some natural activities such
as scuba diving, swimming, island hopping and much more will attract more tourists.
Next, retail (shopping stores) is the second part within destination alternatives. The
variety of souvenir shops, markets, shopping complex and other business is part of
the retail (shopping stores). For example, retail shops in some tourist spots provide
souvenirs such as keychain, shirts and many more that offers the special attraction in
that area for the locals and international tourists.
Hence, the lodging industry is also part of the tourism industry. Since this
study is focusing more to the lodging industry, the details of segmentations in that
industry are clarified in the next sections.
11
Figure 2.0: The main components of the tourism industry
Ninemeier & Perdue (2008)
2.1 Lodging Industry
Business travel and pleasure are the most reasons on why people travel and they need
a place that will let them rest (Walker, 2007). The basic definition of hotels is a
building that contains guest rooms for sleep and one of the main scopes in the
lodging industry. According to Hayes & Ninemeier (2007), the hotels can be
classified into sizes of small hotels (not more than 75 rooms), large hotels (350
rooms) and mega hotels (more than 3,000 rooms). Hotels play a major trading
component in the Malaysia’s prosperous tourism industry. There were 2072
registered Malaysia rated (1-5 stars) hotels in September, 2015 and it can be
expected that the development hotels will continue to growth of various types and
sizes of hotels in the future (Ministry of Tourism and Culture Malaysia, 2015).
According to Manaktola & Jauhari (2007), the daily operation of hotels may exert
consumption of resources due to their usage. Different types of solid, liquid and gas
emission are released from the hotels. As a result, these processes cause hotels to
Tourism industry
Destination
Alternatives
Transportation
services
Hospitality
Other hospitality
operations
Lodging Food services Retail shops Activities
12
turn into more wasteful units than other buildings if not well planned develop and
manage.
The daily hotel operation was highlighted as the greatest factor that contribute
into negative impacts to the environment. There are two types of waste being
released from hotel operation as shown in Table 2.0 and 2.1, which it is non-
hazardous and hazardous waste in the hotel industry (Zein, Wazner & Meylan,
2008). Non-hazardous is a waste that has a nature and composition which is similar
to the household waste and comprises items with longest dimension (not exceeding
60 cm). Referring to the Table 2.0, the components of household waste such as food
waste, cardboards, papers, plastics, metals, glasses, clothes, wood and organic waste
are the examples of non-hazardous types of waste in the hotel industry. Furthermore,
the hazardous waste is the types of waste that contained significant quantities of
substances which can be dangerous to the human life and environment. For example,
toxicity, mutagenicity or carcinogenicity are the categories of dangerous properties
which are released from hotel activities, which it is shown in Table 2.1.
Ball & Abou Taleb (2010) reveals that proper management of waste can lead
to implement a recovery, reduced carbon emissions from the decreased transportation
of waste, health and safety benefits, prevent risks and liabilities. Waste mapping is
the best method to organize all the waste because this method involves monitoring
waste generation in terms of which types of waste are generated, in what amounts
and in which locations (Singh et al., 2014). However, the hotel operation is not the
only one that should be responsible for environmental problems, but in fact consumer
should also play a role (Chen & Tung, 2014). Another study from Huang et al.
(2014), hotels produce other types of waste, which used a large amount of water and
detergents to wash such as towels and bed sheets. These activities come from the
demanding and hotel consumer behaviour such as change the towels and bed sheets,
using non-disposable toiletries and asking for hotel housekeeping room to clean their
room. It is also clear from Table 2.0 and 2.1 which show that multiple types of waste
tend to be generated from individual behaviour while staying at the hotel. Thus, hotel
consumer behaviour simply cannot be ignored and there are ideas of how these
problems can be solved, which will be explained in the next sections.
13
Table 2.0: Non-hazardous waste that released from hotel operation
(Zein et al., 2008)
Non-hazardous waste
type
Components Source
Household waste Food/ kitchen waste, used or dirty
paper and wrapping, plastic wrapping
or bags, composite wrappers.
Hotel different departments.
Cardboard Packaging Hotel purchasing and other
departments.
Paper Printed documents, brochures,
menus, maps, magazines, newspaper.
Administration, reception, guest
rooms, restaurants.
Plastic Bags, bottles (did not contain
hazardous material), household
goods, individual portion wrappers
for various products.
Kitchen, restaurants, bars, guest
rooms, administration.
Metal Tin cans, jar, lids, soda cans, food
containers, mayonnaise, mustard and
tomato puree tubes, aluminium
packaging.
Kitchen, restaurants, bars, guest
rooms.
Glass Bottles, jars, flasks. Kitchen, restaurants, bars, guest
rooms.
Cloth Tablecloths, bed-linen, napkins,
clothes, rags.
Kitchen, restaurants, bars,
bathrooms, guest rooms.
Wood Wooden packaging, pallets Purchasing department.
Organic waste Fruit and vegetable peelings, flowers
and plants, branches, leaves, grass.
Kitchen, restaurants, bars, guest
rooms, gardens.
14
Table 2.1: Hazardous waste that released from hotel operation
(Zein et al., 2008)
Hazardous waste type
Source
Frying oil Kitchen, restaurants
Mineral oil Maintenance service
Pain and solvent residues Maintenance service
Flammable material (gas, petrol, etc.) Kitchen, garden, maintenance service
Fertilizers and chemicals (insecticides,
fungicides, herbicides)
Garden
Cleaning chemicals
Maintenance service
Ink cartridges Administration
IT disks and CD Administration, guest rooms
Batteries Maintenance service, administration, guest rooms
Cleaning chemicals and solvents used in dry
cleaning
Laundry room
Fluorescent lights, neon tunes and long life
bulbs
Maintenance service
15
2.2 Hotel Consumer Behaviour
It is useful to begin by defining the term of ‘consumer behaviour’ where this term is
used in the consumption of the hotel industry. There is a difference between the
terms of customer and consumer that often used interchangeably. According to
Williams (2002), basically customer is described as the person that makes a purchase
(direct financial exchange), while the concept of a consumer is used widely term,
which is not based on form of financial exchange. For example, in the restaurant the
person who buys the foods and drinks could not the same person who consumes
them. Therefore, there is a different meaning between customer and consumer and
the term of consumer behaviour to hotel contexts will be focused next. Gabbott &
Hogg (1998) define consumer behaviour as the process that comprises when both
parties (individual and groups) select, purchase, use or dispose of products, services,
ideas or experiences that meets the satisfaction of their needs and wants. It is clear
that in the hotel industry, the person who makes hotel room purchase might take their
family or friends to stay that offers a larger group using the room. Hence, the term of
consumer behaviour is suitable for this study.
2.3 Green Consumer
For the last few decades, the public becomes more aware that everything they do has
contributed to the “footprint” impact to the environment. According to Hill & O
Neill (2008), the “footprint” is known as the measure of how our lifestyles affect the
earth and its ability to regenerate resources. As a result, more and more people are
looking for green products and services and these steps have become increasingly
changes in consumer behaviour (Han & Kim, 2010). The term of “green products”
refers to a product that made with sustainable ways and recycled materials, simple
packaging like a paper, and using no pesticide ingredients. This gives green product
an environmental advantage (Ottman, 1998). Referring to the International Institute
for Sustainable Development, green consumers are the type of people that committed
to green lifestyles, serious about their own green practices and impact to the
environment and support companies that incorporate green practices (Ryan, 2006). In
term of the hotel industry, consumers should reuse the hotel towels, not actively
16
using disposable toiletries and not changing the bed sheets daily (Huang et al., 2014).
These behaviours can help the hotel to reduce the amount of water, energy and
detergents released into the environment and this is what green consumers mean.
Hence, consumer should act as a green consumer while staying at the hotel and that
is the solution to reduce waste and conservation in hotels.
The existence of green consumer has been debated on most previous studies.
An extensive literature describes a variety of substantial research to identify these
consumers (Gilg, Barr & Ford, 2005). The most convincing way to describe a green
consumer is based on the works from McDonald, Oates, Alevizou, Young & Hwang
(2006). They had discovered three types of green consumer (translator, exceptor and
selector) which can be viewed as the grey or green behaviour. Their model also
provides a different way of understanding and approaches those consumers to behave
as green behaviour. Bergin-Seers & Mair (2009) also used this model to develop a
profile of green consumer by focusing on Australia tourism industry.
The literatures of green behaviour in Malaysia also have been conducted to
profile a green consumer by using a different segmentation profiles. For example,
Mas’od & Thoo (2014) identified green consumer in demographic terms which
shows contradictory results. While Aman, Harun & Hussein (2012) tried to
characterise people by focusing on environmental knowledge and concern. However
the findings also proved that the environmental knowledge does not affect the
attitude of green consumers. It can be concluded that to define a green consumer by
labelling them through their demographic and environmental knowledge produce
unclear evidence to support. This is because the inconsistent behaviour of green
consumer showing from those studies, making it more difficult to identify them.
Although green consumer has been known as a promising behaviour that will
help reducing the negative impact to the environment, but little research has been
done in Malaysia tourism industry to provide a profile of green consumer. For
example, while travelling green consumer will choose the least polluting transit
option such as the bus, ferry or train as they are better choices rather than driving
alone which can contribute more carbon monoxide gas being emitted (Hill &
O’Neill, 2008). Moreover, the numbers of people searching for green hotel while
travelling or on vacation are increasing worldwide (Manaktola & Jauhari, 2007; Han,
Hsu, Lee & Sheu, 2011; Kang, Stein, Heo & Lee, 2012; Chen & Tung, 2014).
Therefore, green consumers will look for green hotel and continue choosing greener
17
concept in services to avoid the products and services that will threaten the
environment especially in the popular tourism destination.
Since green hotel is also emerging in Malaysia, the number of people who
book for green hotel are still unknown (neither increase nor decrease) (Chong &
Verma, 2013). This implies that the emerging of green consumer while staying at the
hotel in Malaysia is still ambiguous. Hence, there is an unresolved question to find
the emerging green consumer to raise awareness on the impact of their behaviour in
tourism destination. In addition, by recognising this group can make other green
marketers positively enhancing their marketing strategy toward green products and
services. In order to do that, consumer perception is crucial for marketers to
understand how well consumers perceive towards going green (Williams, 2002).
Thus, consumer perception towards going green would be addressed in the next
sections.
2.4 Perception of Going Green
Perception is one of personal factors that influence the individual behaviour.
Consumers use their five senses (hearing, sight, taste, smell and touch) when
interpreting the environment within the discipline of hospitality and travel services
and this process were called as the perception (Morrison, 2002). Morrison (2002)
also explained that consumer decisions are made based on how they perceive the
facts than on the facts themselves. According to Williams (2002), marketers realised
the importance of consumer sensory processes before making decisions to use the
products and services. For example, the most important attribute for consumer in
hotel selection was the cleanliness of hotel rooms (Mohd Yusoff & Abdullah, 2010).
Apart from that, good hotel services is also important for consumer satisfaction
(Nurul Syaqirah & Putra Faizurrahman, 2014). In turn, the consumers may come
back to that hotel again and engage in positive perception if they were satisfied with
the hotel facilities and management.
Many terms have been used to clarify the term of going green. To avoid some
confusion, this study is referred to Becker (2010), he defines going green is the term
commonly used to describe lifestyle changes that are intended to protect the
environment, save energy, reduce pollution and conserve natural resources like
18
water, land and trees. Several studies have been exploring the importance of local
residents perception in the development of going green (Rezai Teng, Mohamed, &
Shamsudin, 2013; Barau, 2015; Jaafar, Noor & Rasoolimanesh, 2015). However,
those studies were not focusing on the development of going green within the
tourism perspective. Therefore, for this study, the perception of Malaysians toward
going green consumer must be taken into account if the capability to protect the
environment needs to be effectively managed and sustained especially in tourism
destination.
According to Stefanica & Butnaru (2015), consumer can contribute to the
improving environmental efforts by adopting green behaviour while travelling and
all these steps could be improved as the results of their awareness of protecting the
environment. Therefore, the emerging of green consumer in Malaysia is critical to
find. As highlighted by McDonald et al. (2006), it depends on the consumer personal
orientations to change and information seeking in order to perform green behaviour.
Realising that problem, profiling green consumer was used for this study to find
those individuals who are committed practice in green daily life might continue
showing green behaviour while travelling and staying at the hotel. This is because if
they perceived positive perception toward going green in daily life, this can influence
them to get involve of going green consumer while travelling and staying at the hotel
and vice versa. Thus, the next section highlighted several studies to define green
consumers.
2.5 Profile of Green Consumers
Others studies revealed that green consumers could be identified through their
environmental practices at home or daily life, might expect that they would carry
across into green behaviour while travelling and holiday (Miller, 2003; Bergin-Seers
& Mair, 2009; Barr & Prillwitz, 2012). Table 2.2 presents a compilation of previous
studies to measure respondent levels of green consumerism and environmental
practices to develop a profile of green consumers. It can be concluded that there are
four situations which are behaviour in daily life, participating in green campaign,
behaviour while travelling and behaviour while staying at the hotel will determine
the commitment level of consumer perception. Translating environmental concern
19
into green behaviours might also influence the different findings. Therefore, the
perception of going green based on four situations (behaviour in daily life,
participating in green campaign, behaviour while travelling and behaviour while
staying at the hotel) has been outlined in the sub topic.
Table 2.2: Several studies on the profiles of green consumers
References
Miller
(2003)
Clark
(2006)
Hill &
O’Neill
(2008)
Bergin-
Seers &
Mair
(2009)
Croston
(2009)
Becker
(2010)
Barr &
Prillwitz
(2012)
Rezai,
Teng,
Mohamed
&
Shamsudin
(2013)
Chen &
Tung
(2014)
Huang et
al. (2014)
Pike
(2008)
Situation 1:
Behaviour in daily life
Situation 2:
Participating in green
campaign
Situation 3:
Behaviour while
travelling
Situation 4:
Behaviour while
staying at the hotel
20
21
2.5.1 Behaviour in Daily Life
Becker (2010) suggested that consumer behaviour in daily life cannot be ignored
since it can give the negative impact to the environment. For example, throwing the
plastic bag in the trash may not seem too important, but when combine with the
actions of others can double up to huge impact on the environment. It has been
reported that the average amount of waste for every person was 0.5-0.8 kg per day in
Malaysia (Ramayah, Lee & Lim, 2012). It can be expected that the amount of waste
would be increased in the future, if the proper actions to address this problems still
be ignored. In addition, the choice of daily behaviour such as using public
transportation, carpooling with family and friends, turn the lights off when leaving
the house, turn off the television when not using them, practice recycling as much as
possible and buy or take only needs to avoid becoming waste are green choices
(Clark, 2006; Hill & O’Neill, 2008; Becker, 2010).
Moreover, saving water and energy often encounter a great deal of green
issue today. One person may think that saving water and energy, is not necessary as
we pay for it and the more water and energy you use; the more you pay for it (Pike,
2008). But to another person, it is the fact that saving water and energy is the
cheapest ways to reduce carbon emitted to the environment (McKibben, 2008). This
is because every water drop consume has been treated requires energy which results
in greenhouse gas emissions (Clark, 2006). Thus, reducing the daily water is
important to protect the environment. Nevertheless, this issue is lack of clear
definitions and there are different individual perceptions about going green (Croston,
2009). As a result, people will find that going green can be confusing. Therefore,
behaviour in daily life is the first situation in order to measure the level of perception
towards going green.
2.5.2 Participation in Green Campaign
The same thing goes for government as now green businesses is becoming a priority
to strengthen the sustainable developments in Malaysia. According to Croston
(2009), the green revolution in our life and works would try to get the balance
between living well with reducing as many the negative impacts to the environment
22
as can for allowing the future generations can also live as well as today. Realising
that individual action may give the impact to the future generation, the Malaysian
government and non-government organization (NGOs) showed the serious
involvement and commitments to motivate and encourages the public to perform a
green behaviour by avoiding the products and services that potentially can threaten
the environment (Rezai et al., 2013). For example, Malaysia launched “earth hour”
campaign to encourage the public to switch off the lights just for one hour.
Therefore, the main objective of launching the earth hour was to call intention to
environmentally sustainable action through the collective impact made when
individuals, businesses, governments and communities voluntarily conserve energy
to save the environment (Olexsak & Meier, 2014). It may also encourage Malaysians
to consider to join this campaign as a way of sustaining the energy reductions.
Another green campaign that has been launched in Malaysia which is
conducted every Saturday in the theme of “Campaign no plastic bag” to reduce
excessive consumptions of plastic bags. This indicates that as part of a government
effort to create a sustainable consumption society embedded in consumer shopping
habits and the campaign imposes a RM 0.20 cents charge of plastic bag to avoid
consumer paying for plastic bag, instead they will have to bring his/her own grocery
bag (Zen, Ahamad & Omar, 2013). Membership of environmental charities such as
Malaysian Nature Society and donate the stuff to a place that will need it is another
example for green campaign in Malaysia. Thus, the message of green campaign
towards perception of Malaysians is important so that they will increase the
environmental concern and changing their behaviour towards the acceptance of
going green living. Thus, the level of perception toward going green in participating
green campaign is the second situations.
2.5.3 Behaviour While Travelling
Lee & Brahmasrene (2013) stated the development of the tourism industry, which
involve the variety of services, transportation and infrastructure such as the roads,
airports, train roads and also the availability of telecommunications. As a result,
these tourism activities lead to increase the economic growth but at the same time
has the potential in giving high demand for land, water, and energy that contribute to
23
the emitted CO₂ emissions. Therefore, many hotels and resorts are beginning to offer
hotel consumer sustainable travel that helps to support environmental conservation,
cultural heritage, awareness and economic development in the places their visit (Hill
& O’Neill, 2008). While hotels are gaining momentum to implement green practices
through their hotel operation, consumer participation in hotel environmental efforts is
significantly passive (Bader, 2005). Thus, understanding consumer behaviour is
crucial to mobilize Malaysian consumer environmental awareness and convert it into
actual behaviour.
Another approach of going green is staying green while travelling. This focus
was chosen because many Malaysian people plan to travel inside or outside of
Malaysia each year. Thus, transportation is needed to get the destination of choice
and it will contribute greatly to global climate change as well as causing pollution
(Croston, 2009). For example, it is revealed that air travel caused more than 90% of
the emissions, ground travel caused 3% and hotel usage caused 5% (Stohl, 2008).
According to Hill & O’Neill (2008), choosing the least polluting transit option can
help reducing CO₂ emissions by considering alternative ways of travelling. For
example, mass transits such as the bus, train or ferry are better options than driving
alone. For people concerned about global warming, cutting back on air travel
especially for short distances, will be producing carbon emissions to fly than to drive
(Clark, 2006). Therefore, transit option decisions can have significant impact on the
amount of emissions and energy consumptions while travel.
To reduce environmental impact of waste, there are also greener options
while travelling which is to bring own food and drink (Hill & O’Neill, 2008).
Although greener choices while travel may not seem like a big deal, bringing own
food and drink can provide a number of benefits, particularly can cut down on
packaging waste. Buying water in disposable plastic bottles is another spent on the
collection of waste. Thus, an easy alternative is to bring own water during travel,
which can lead to greater elimination of waste, clean water and allow to stop
spending money on bottled water (Croston, 2009). Overall, by taking greener steps
such as bringing own food and travel while travelling helps build as one part of
sustainability efforts.
The alternative ways to make greener choice while travelling are enjoying the
outdoors, refuse to collect natural souvenirs from wilderness areas and take free
brochures and maps as necessary was undertaken for this study (Clark, 2006; Hill &
24
O’Neill, 2008). Because most of people have been working hard and sitting at a desk
all year, walking holiday is the perfect ways to release strain and stress. Being away
from traffic and noise enjoying great outdoors while travel will let them to breathe
the fresh air and enjoying wildlife that they wouldn’t normally see from a car (Hill &
O’Neill, 2008). Don’t collect natural souvenirs from wild areas which could disrupt
the natural ecosystems and take free brochures and maps only necessary can cut
down on waste as suggested from Hill & O’Neill (2008), is another option should be
considered taken while travelling. Therefore, if the consumers want to avoid negative
impact to the environment while travelling, the best way to make the greener trip is
by doing some research using the internet. For example, instead of taking free
brochures and maps, consumers should check out via internet to a place that interest
which can reduce usage of paper (Hill & O’Neill, 2008).
As part of the overall sustainability effort while on holiday, greener choices
while travelling can also help consumers. With some greener tips covering some
aspects while travelling (as mentioned before), there are many simple things
consumers can do to protect the natural environment, improved health and save
money at the same time. Thus, behaviour while travelling is the third situation to
define of level perception toward going green.
2.5.4 Behaviour While Staying at the Hotel
Many hotels have been adopted a “green” imperative in recent years as hotels taking
seriously for protecting the environment as they realized that their operating system
can contribute the risky waste and unhealthy gas emission (Rahman et al., 2012;
Miao & Wei, 2013). According to Lee, Hsu, Han & Kim (2010), this environmental
awareness has translated into a green hotel movement that generally aims to achieve
the excessive of energy and water wastage, non-durable products and the release of
gas and pollutants into water, air and soil to reduce the environmental effects.
However, consumer behaviour in the hotel industry also generates negative
influences on the environment (Bohdanowicz, 2006; Chen & Tung, 2014).
Given this, the intangible characteristics of the hotel industry, the relationship
between individual habits and consumer behaviour has an even greater impact on the
hotel business. The consumer may depend significantly on the green choices in their
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