Adopting circular food practices in Malaysian hotels: The influence of isomorphic pressures and environmental beliefs

Abstract

Food waste (FW) is a major environmental concern that is particularly relevant for the hospitality industry. This exploratory study examined the adoption of circular food waste management (FWM) in Malaysia by connecting this issue to the food recovery hierarchy and contextualising the findings with institutional theory and environmental belief model. Interviews were conducted with 13 hotel representatives from four- to five-star hotels to gain their insights on the roles of extrinsic (isomorphic pressures) and intrinsic (environmental beliefs) forces that drive hotels to adopt circular FWM. Results revealed mimetic (competitor) and normative (customer) pressures predominantly motivated the adoption of food donation and upcycling practices. Internally, the perceived environmental benefits of these practices, such as positive environmental contribution, improved employee awareness, operation cost savings, and better business opportunities, were also crucial. Implications from this study suggest hotels should integrate sustainability knowledge in their training programmes whilst fostering green leadership to promote pro-environmental behaviour among hospitality professionals. In addition, recognition from external bodies can enhance hotels’ reputation and image as sustainable businesses through the influence of mimetic pressure. Concurrently, the result also signals to the authorities and policymakers to adopt a more proactive approach in promoting circular FWM practices.