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 gover...
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| Main Authors: | , , |
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| Format: | Article |
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Emerald Publishing Limited
2022
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| Subjects: | |
| Online Access: | http://eprints.utm.my/104820/ http://dx.doi.org/10.1108/CBTH-06-2021-0147 |
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