The role of mindfulness and frugality in mitigating food waste and enhancing social well-being

This study aims to examine the effect of guests’ frugal behaviour on their social well-being. In addition, to examine the direct effect of mindfulness and materialism on guest frugal consumption behaviour. Also, to test the mediating role of frugal consumption behaviour in relation to mindfulness, materialism, and social well-being in the hotel industry. A survey utilising an online questionnaire was sent to a sample of hotel guests, resulting in a total of 244 responses that were deemed usable and legitimate. The findings of the study provide insight into the demographic features of participants, revealing considerable participation among males (43.85%), those aged 30 or younger (47.9%), and a prominent Malay ethnic group (41%). The study framework was tested using structural equation modelling, specifically partial least squares. The findings from the empirical analysis demonstrate that mindfulness has a significant positive influence on frugal behaviour, while materialism has a significant negative impact on it. Furthermore, frugal behaviour positively impacts the psychological well-being of guests. Additionally, the mediation effect of guest frugal behaviour in relation to social welfare was confirmed. This research contributes to existing knowledge in multiple ways. Specifically, it establishes comparatively novel linkages, such as the mediating role of frugal consumption behaviour between mindfulness, materialism, and social well-being. In addition, the direct effect of materialism on frugal behaviour and frugal consumption behaviour on social well-being are comparatively new linkages yet to be addressed in the literature. Also, this research predicts these relationships in a new context, i.e. the hotel industry. This study is expected to provide practical guidance for hoteliers, practitioners, and policymakers in developing successful methods to mitigate food waste in the hotel industry. Ultimately, these strategies may contribute to the sustainable development of the environment. However, a limitation of this research lies in its reliance on self-reported data, potentially affecting generalizability.