Predictors of Hotel Guests’ Water Conservation Intention in South Africa

Abstract

Purpose: South Africa is a water-scarce country and efforts to conserve water should focus on both demand and supply management. The study that directed this article, investigated the predictors of water conservation intention by hotel guests by extending the Theory of Planned Behaviour (TPB). Two constructs (environmental concern and water conservation activities in everyday life) were added to the TPB to develop a unique model of predictors of water conservation intention by hotel guests. The indirect effect of environmental concern was also examined. Methodology: The study followed a quantitative research design. The cross-sectional survey method was used for data collection from hotel guests and the Partial Least Square Structural Equation Modelling (PLS SEM) was used for data analysis. Findings: The findings of the study indicated that the extended TPB model is useful in predicting the water conservation intention of hotel guests. In addition, attitude, perceived behavioural control and water conservation activities in everyday life mediate the relationship between environmental concern and intention. Research implications: Theoretically, the study developed and tested a unique model of water conservation intention by extending the TPB. Managerial implications that focus on both management and guests are discussed. Originality: The study developed and tested a unique model of predictors of water conservation intention by extending the TPB with two constructs and examining the mediation effect.