Abstract
This study examines the role of environmental knowledge, perceived consumer effectiveness, and willingness to sacrifice on travelers' towel reuse behavior. Additionally, it tests whether environmental consciousness moderates the effect of environmental knowledge, perceived consumer effectiveness, willingness to sacrifice, and attitude towards towel reuse on actual towel reuse behavior. The proposed research model was tested using Amazon Mechanical Turk data. Using partial least square structural equation modelling, we analyzed the hypotheses. The results demonstrate that environmental knowledge, perceived consumer effectiveness, and willingness to sacrifice have significant influences on travelers' towel reuse behavior. Additionally, findings about environmental consciousness indicate that high levels of environmental consciousness can help bridge the attitude-behavior gap. To bridge the gap between travelers' attitude and behavior, managers should develop communication strategies to raise awareness and a sense of responsibility among them.