LAUSR

This research was designed to identify and uncover the role of critical factors that elicit towel reuse behaviour in hotel guests. An empirical approach with a survey methodology was employed. The findings suggest that practising towel reuse activities depends on an internally derived sense of obligation to take eco‐friendly action, attitude, overall image, and environmental awareness. The salient role of moral obligation in building the towel reuse intention was also uncovered. Moreover, towel reuse behaviour in everyday life had a significant moderating role in the proposed theoretical framework. Overall, towel reuse intentions in guests were sufficiently accounted for by research variables. This study adds to the extant literature in hospitality and environmental behaviour by offering meaningful insights into how normative, volitional, habitual, and cognitive processes relate to eco‐friendly decisions while guests are staying at a hotel.