Role of Eco-Friendly Initiatives on Consumer Decision Making in Hospitality: A Case Study on Hilton

This research project examines the role and impact of eco-friendly initiatives on consumer decision making in the hospitality industry, with a focus on Hilton. The aim is to analyze the eco-friendly initiatives and strategies used by Hilton to influence consumer behavior and evaluate their effectiveness. The study also explores the rationale behind these initiatives and their impact on the overall performance of the organization.

Research project

Executive summary

Table of Contents
Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................1
Background of project......................................................................................................................1
Background of organisation.............................................................................................................1
Aims and objectives.........................................................................................................................2
Rationale..........................................................................................................................................2
Literature review..............................................................................................................................2
Methodology....................................................................................................................................5
Main body and findings...................................................................................................................9
Findings.....................................................................................................................................10
CONCLUSION and Recommendation..........................................................................................16
Reflection.......................................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Background of project
Consumer decision making is a process that advance adequate level of awareness within the
business as with this need, requirement and demand of the marketplace is estimated by different
organisation. In this alternative options are developed and designed that affects purchasing
power and its evaluation in constrained manner. It basically consists of different stages such as
recognition of need, information search, and evaluation of different alternatives, purchasing and
post purchasing behaviour of consumers (Rehman Khan and Yu, 2020). There major
environment impact caused by hospitality organisation are related to CO2 emission, noise,
smoke, CFC emission, waste energy, waste food, disposal, purchasing policy and many others as
well. In addition, sustainability is a basic fundamental that is essential to followed by hospitality
service provider as it assists to develop strong relation with public as by enhancing operation and
functional efforts as well. Sustainability and its designing is related to taking concerned initiative
about eco-friendly aspects as with this consumption of local products and services in competitive
marketplace is developed with perfection. Buying behaviour of customer get changed and varied
as per their expectation and need and for this organisations ensure to offer a quality service that
evokes stimulus actions of customers.
Background of organisation
Hilton Hotel is an organisation that has worked with the aim to attain higher amount of
profit as by offering various group of services to its customers such as room service, expenditure
over meal through which potential to attain higher market share and profit is increases in
successful manner. The hotel was established in 1925 and opens with aimed to operates effective
hotel in Texas and in outcome drive its growth with effective leadership and commitment and
counted as the most respected hotel and brand all across world. Hotel offer both travel and
leisure services along with conduction of guest loyalty program that more frequently turns into
accumulation of airlines miles over a longer period of time. The Hilton facing certain issues to
take initiative related to eco-friendly measure that has direct impact over decision making of
customers thus for this adequate research is conducted that examine various prospect in effective
manner so that ability to induce suitable changes is advanced with flexibility.
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Aims and objectives
Aim: To examine the role and eco-friendly initiative, policy and strategies that has direct
impact on consumer decision making in hospitality organization. A case study on Hilton.
Objectives:
 To analyze the eco-friendly initiative and role that has direct impact on performance of
Hilton.
 To measure the different policy and strategies that is used by Hilton to influence
consumer decision making.
 To identify the role and eco-friendly initiative on consumer decision making for Hilton.
Rationale
The reason behind the conduction of this research is that it assists about different strategies
that induce direct impact over the decision making process of consumers within hospitality
organisation and it is dependent over initiative related to role and eco-friendly basis. In relation
to hospitality organisation, consumer decision making bring an obvious change in terms of broad
generalisation, vagueness, encompassing orientation under which probability to achieve desires
of customers within continuous period of instance (Sisson, Grisamore and Jang, 2021). It is
essential that various objectives are strategies in relation to advance eco-friendly prospect as with
this ability to attract attention of lot of potential customers and marketplace is advanced over
regularity. As in support of green hotel practice different initiatives are taken in order to reduce
the negative impact over environment and to save surround along with saving of energy.
Research questions
 What are the eco-friendly initiative and role that has direct impact on performance of
Hilton?
 What are the different policy and strategies that is used by Hilton to influence consumer
decision making?
 What is the role and eco-friendly initiative on consumer decision making for Hilton?
Literature review
It is a scholarly survey that is collected with support of books, journals, and thesis and
provides relative information about certain topic. It is being used to develop strong enough
information and knowledge with this gap also gets reduced with effectual evaluation. In this
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literature review is conducted to facilitate appropriate information and understanding about eco-
friendly initiative, policy and strategies that has direct impact over consumer decision making
along with performance of an organisation.
What are the eco-friendly initiative and role that has direct impact on performance of Hilton?
As per according to the viewpoint of Nicolas Frangos, 2020, hospitality organization
improvise its working standards as by playing various responsibility and it is for being
environmentally sustainable. In this strategies are implemented with the purpose to execute
better implication over stakeholders such as vendors, community, investors, communities,
employees and operators. It has direct impact over the decision making as it induce immediate
impact over triple bottom line i.e. environmental, socio cultural sustainability and economic
prospect as well. Eco-friendly initiative processed potential and crucial basis over designing and
processing of corporate social responsibility and development of corporate strategy as well. It
usually promotes business reputation, enhancement of employee morale, initiative capability to
attain long term productivity along with profitability. The environmental care, conservation and
effective utilization of resources induce suitable practices of sustainability such as reduce,
recycle and reuse.
In this organization developed various strategies as per concern of environmental prospect
with this capability and operation production get govern and embrace sustained growth and
development (Ramkissoon, 2018). In UK, 90% of the initiatives are taken by hospitality service
provider and it is progressed as per dependency of consumers, governmental agencies, tour
operators, construction companies through which environmental related issues get resolved as
per cooperative basis. It assists the business to attain and adopt targeted objectives that is
pertained with support of environmental basis. The adaptation of various strategies is mitigating
long term growth and development that more often ensure and informed need and requirement of
stakeholders in moderate level. Moreover, it aid to enhance competitive advantage through
which potential assessment is implemented that extend viability and attractiveness within
competitive marketplace. The CSR activities of the business get aligned the synergy and need of
marketplace with this financial success and its determination is affected over regular period of
instance.
What are the different policy and strategies that is used by Hilton to influence consumer decision
making?
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According to the viewpoint of Anna Bredava, 2021, Hilton is the most established brand and
with this owns a large range of portfolio along with 4100 number of hotels over 91 countries. In
addition, also get scattered with a lot of customers and faced a challenge while managing
relevance and convenient channel for interacting with marketplace. In this social media plays an
essential role and listening of customers brings positivism about requirement of customer
support, taking feedback and recommendation, voice over for reflecting concern and praising of
working staff. To advance the level of connection Hilton target the customers as by preferring
adequate and faster response and induce promotion through linking with tourist companies,
advertising, guest sharing picture, tagging of location and many other factors as well. More often
to advance positive response suitable acknowledgement of experience, humane, genuine and
caring is offered through which both intrinsic and extrinsic capability get enhanced in productive
manner.
The provision of customer service also plays biggest issue for Hilton as it changes and
affect the working potential and market reputation of brand. In this management tries to
acknowledge and admire the power and impact of social media under which adequate response is
offered to customers as by monitoring of market requirement and demand (Yadegaridehkordi
and et. al., 2021). It provides better insight and with this possibility to analyze and evaluate
market responsiveness is developed under which delightful and surprising packages is presented
to the customers. These are the strategies that are used by an organization in order to enhance
and advance buying and purchasing behavior of customer along with its decision making as well.
As by offering unique and advance services capability to promote and improvise working
suitability is controlled under which level of anticipation and excitement level sharing is
governed with productiveness.
What is the role and eco-friendly initiative on consumer decision making for Hilton?
According to the point of view of Deanna Ting, 2021, Hilton has worked with both
commendable and lofty as with prospect to maintain adequate sustainability that brings positive
impact over society and on potential customers. There are different ways that is used by the
hospitality service provider under which adequate level of alteration is induce to encourage and
motivate travellers and their buying habits that is promoted with concern of eco-friendly. These
initiatives bring positive impact over environmental, social and ethical concern under which both
booking and buying behaviour of customers affected on direct basis. In this Hilton comes with
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the purpose to advance its commitment about corporate social responsibility and called its
strategies as Travel with purpose. In this sustained target is maintained towards reduction of
carbon emission along with this various filtration system has been used through which ability to
get stay with the practices of environmental protection. It reflects certain level of change and
alteration within emerging quality and through this audacious goal is achieved as by taking
initiative about to explore sustainable practice. Furthermore, the hotel also present favourable
machinery and those are used to reduce carbon emission and for development of carbon free
electricity.
Methodology
The research methodology consists of wider impact over the processing of research as it
facilitates and advance the ability of data collection with certain suitability (Perez and et. al.,
2020). It assists the researcher to attain adequate level of information that induce sustained
reliability and validity under which capability to attain suitable research outcome is processed
with adequateness. It offered detailed description about various methods that is used to attain
beneficial outcome along with accurate justification and it is as briefly explained below as:
Figure 1: Research Onion, 2021.
Research Philosophy: It reflects a belief that is dependent on the certain phenomenon under
which information has been carried away as by gathering, analysing and usage of suitable data in
beneficial manner. It includes term epistemology that is related to true prospect and on the other
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hand doxology is encompassed to get believed in true prospects. It is fundamental basis that
constructivism is related to the assumed behaviour of people that is developed through individual
experience with certain criteria; positivism is an approach through which accurate information is
collected as by analysing and mapping of suitable analysis. Moreover, interprivitism consist of
study that is related to human basis and furthermore scrutinize with qualitative information. In
relation to process Positivism philosophy is preferred through which effective and efficient level
of data is collected with support of quantitative information about certain topic.
Research Approach: It is an approach that is used to collect and attain deductive
information as it is used to make sustained level of analysis as with this logical framework is
developed and designed that furthermore aid to collect optimised outcome in better manner
(Singjai, Winata and Kummer, 2018). On the other hand, inductive approach is used through
which factual information is transferred and delivered as with this evident information is
collected with sort of adequate clarity. In relation to suitability of this research, deductive
approach has been used under which appropriate information is collected to attain beneficiary
outcome with support of logical framework.
Research Method: It is a method that is used to collect and attain sustained outcome as with
support of either qualitative method or quantitative method. In support of qualitative method,
researcher get collected suitable information as by following appropriate structure and it is in
form of numerical representation. On the other hand, quantitative method, researcher get
evaluate authentic outcome as resultant of theoretical information and knowledge. In relation to
this research, quantitative method is being used through which data is collected in form of
numeric data and it is developed and monitors with support of questionnaire.
Research strategy- It is a strategy that is a major prospect of research methodology as it
facilitates adequate design and framework for sustained investigation. It usually comprises of
action research, observation, experiments, interview, survey and many other aspects as well. n
this systematic knowledge is collected and analysed through which adequate information about
strategy and initiative is analysed in suitable manner. In this questionnaire aid to collect adequate
data as by saving both cost and time in preferred manner.
Source of data Collection: It is related to the origin of information that is collected and
gathered by researcher with appropriateness (Martínez-Martínez and et. al., 2019). It majorly
consists of two type of data collection method such as primary and secondary basis. In relation to
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primary research information is collected as by conducting group discussion, survey, interview,
feedback generation and many other bases as well. Furthermore, in relation to secondary data
information is gathered and collected as with support of article, books and journals, internet
sources such as Wikipedia etc. In support of this research both primaries as well as secondary
research is used and in relation to primary research literature review is conducted and for
secondary research questionnaire is being conducted and designed that aid to collected suitable
facts and finding in appropriate manner.
Sampling Method: It is a method that is used to collect and gather adequate information as
with this appropriate numeric representation is collected through larger population or from
targeted respondents. In this researcher worked with the sample size of 30 respondents and that is
related to simple random sampling under which probability of discrimination is reduced and
favourable outcome is collected in favoured manner.
Ethical Consideration: It is related to the assurance that is processed as with relation to
research objectives through which negative impact is reduced in beneficial manner (Ozturkoglu,
Sari and Saygili, 2019). In this information is not disclosed and information also get assorted as
per consideration of respondent belief and attribute.
Questionnaire
Q1) Do you believe that it is essential to develop and design strategies to advance eco-
friendly initiative for change consumer decision making?
a) Yes
b) No
c) Neutral level of perception
Q2) What are the different factors that influence consumer decision making behaviour
within hospitality industry?
a) Motivation
b) Attitude and belief system
c) Perception
d) Market learning
Q3) What are the emerging trends that has been followed by Hilton in relation to affect
consumer decision making?
a) Cutting down on food wastage
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b) Eliminating plastic
c) Conservation energy
d) Minimisation of water usage beyond hotel
Q4) What are the possible initiative taken by Hilton in relation to process eco-friendly
initiative within an organisation?
a) Induce carbon free electricity
b) Usage of solar energy for water heating and signage
c) Ditch disposal
d) Consider composting
Q5) What is the role of eco-friendly strategies and initiative over consumer decision
making within hospitality organisation?
a) Focus on efficiency
b) Upgrade transportation service and offering
c) Reduce waste during events
d) Automate conservation
Q6) What are the different sustainable practice implemented by Hilton to advance working
effectiveness and productivity?
a) Support development and launch of global industry
b) Launch standard to remove plastic straw
c) Commit fight human trafficking to support victim survivors
d) Providing skills and knowledge to local community
Q7) What are the beneficiary impact of eco-friendly initiative and strategies over growth
and development of Hilton?
a) Enhanced livelihood opportunities
b) Advance knowledge and social capital
c) Increases efficient usage of natural resources
d) Improvised green innovation
Q8) What are the different measure that is taken to advance sustainable impact over
consumer decision making of Hilton?
a) Responsible resourcing
b) Preservation resources
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c) Creating opportunities
Main body and findings
Q1) Do you believe that it is essential to develop and design strategies to
advance eco-friendly initiative for change consumer decision making?
Frequency
a) Yes 20
b) No 5
c) Neutral level of perception 5
Q2) What are the different factors that influence consumer decision making
behaviour within hospitality industry?
Frequency
a) Motivation 8
b) Attitude and belief system 7
c) Perception 6
d) Market learning 9
Q3) What are the emerging trends that has been followed by Hilton in
relation to affect consumer decision making?
Frequency
a) Cutting down on food wastage 6
b) Eliminating plastic 3
c) Conservation energy 8
d) Minimisation of water usage beyond hotel 7
Q4) What are the possible initiative taken by Hilton in relation to process eco-
friendly initiative within an organisation?
Frequency
a) Induce carbon free electricity 10
b) Usage of solar energy for water heating and signage 7
c) Ditch disposal 5
d) Consider composting 8
Q5) What is the role of eco-friendly strategies and initiative over consumer
decision making within hospitality organisation?
Frequency
a) Focus on efficiency 8
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b) Upgrade transportation service and offering 8
c) Reduce waste during events 7
d) Automate conservation 7
Q6) What are the different sustainable practice implemented by Hilton to
advance working effectiveness and productivity?
Frequency
a) Support development and launch of global industry 7
b) Launch standard to remove plastic straw 5
c) Commit fight human trafficking to support victim survivors 8
d) Providing skills and knowledge to local community 10
Q7) What are the beneficiary impact of eco-friendly initiative and strategies
over growth and development of Hilton?
Frequency
a) Enhanced livelihood opportunities 10
b) Advance knowledge and social capital 7
c) Increases efficient usage of natural resources 6
d) Improvised green innovation 7
Q8) What are the different measure that is taken to advance sustainable
impact over consumer decision making of Hilton?
Frequency
a) Responsible resourcing 10
b) Preservation resources 10
c) Creating opportunities 10
Findings
Q1) Do you believe that it is essential to develop and design strategies to
advance eco-friendly initiative for change consumer decision making?
Frequency
a) Yes 20
b) No 5
c) Neutral level of perception 5
10

Interpretation: It has been interpreted that out of 30 respondents 20 believe that
development and designing of strategies are essential as per advancement of eco-friendly
initiative as it has direct impact over consumer decision making and rest 5 doesn’t have similar
belief moreover, 5 individual having neutral perception.
Q2) What are the different factors that influence consumer decision making
behaviour within hospitality industry?
Frequency
a) Motivation 8
b) Attitude and belief system 7
c) Perception 6
d) Market learning 9
Interpretation: It has been interpreted that there are different factors that influence
consumer decision making within hospitality organisation and in this out of 30 respondents
8 believe that it is due to motivation, 7 believe that it affects attitude and belief, 6
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respondents believed it is due to perception of customers and rest believe that it is due to
market learning.
Q3) What are the emerging trends that has been followed by Hilton in
relation to affect consumer decision making?
Frequency
a) Cutting down on food wastage 6
b) Eliminating plastic 3
c) Conservation energy 8
d) Minimisation of water usage beyond hotel 7
Interpretation: It has been reflected that there are certain trends that is followed by
Hilton that has direct impact over consumer decision making and in this 6 of respondents
believe that it is due to cutting down of food wastage, 3 are due to eliminating of plastic, 8
believed it is due to conservation of energy and rest 7 believe that it is due to minimisation
of water usage beyond hotel.
Q4) What are the possible initiative taken by Hilton in relation to process eco-
friendly initiative within an organisation?
Frequency
a) Induce carbon free electricity 10
b) Usage of solar energy for water heating and signage 7
c) Ditch disposal 5
d) Consider composting 8
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Interpretation: It has been interpreted that there is various possible initiative that is
taken by Hilton to process eco-friendly initiative and in this 10 of respondents believe that
it is due to induction of carbon free electricity, 7 believe that it is due to effectual utilisation
of solar energy for signage and water heating, 5 believe that I tis due to ditching of disposal
and rest 8 believe that it is due to consideration of composting.
Q5) What is the role of eco-friendly strategies and initiative over consumer
decision making within hospitality organisation?
Frequency
a) Focus on efficiency 8
b) Upgrade transportation service and offering 8
c) Reduce waste during events 7
d) Automate conservation 7
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Interpretation: It has been interpreted that eco-friendly initiative and strategies plays
essential role over consumer decision making and in this 8 respondent believe that it is due to
maintaining of sustained focus over efficiency, 8 other believe it is due to upgradation of
transportation service and offering, 7 believe that it is due to reduction of waste during events
and other 7 believe that it affects automate conservation in balanced mode.
Q6) What are the different sustainable practice implemented by Hilton to
advance working effectiveness and productivity?
Frequency
a) Support development and launch of global industry 7
b) Launch standard to remove plastic straw 5
c) Commit fight human trafficking to support victim survivors 8
d) Providing skills and knowledge to local community 10
Interpretation: It has been interpreted that there are various sustainable practice
that is implemented within Hilton so as to advance working productivity and effectiveness
and in this 7 of respondents believe that it is due to support over development and launch
of global industry, 5 believe that it is as by launching standard removal of plastic straw, 8
believe that it is due to commit of fight human trafficking so as to support victim survivors
and the rest 10 believe that it is due to provision of suitable skills and knowledge within
local community.
Q7) What are the beneficiary impact of eco-friendly initiative and strategies
over growth and development of Hilton?
Frequency
a) Enhanced livelihood opportunities 10
b) Advance knowledge and social capital 7
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c) Increases efficient usage of natural resources 6
d) Improvised green innovation 7
Interpretation: It is determining that eco-friendly initiative and strategy has induced
beneficiary impact over development and growth of Hilton and in this 10 of respondent
believe that it enhance livelihood opportunity, 7 believe it advance knowledge and social
capital, 6 respondent believe that it increase efficient usage of natural resources and rest 7
believe that it is due to improvisation of green innovation.
Q8) What are the different measure that is taken to advance sustainable
impact over consumer decision making of Hilton?
Frequency
a) Responsible resourcing 10
b) Preservation resources 10
c) Creating opportunities 10
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Interpretation: It has been interpreting from the above graph that there are different
measures that has been taken to advance sustainable impact over consumer decision making
within Hilton and with this out of 30 respondents, 10 believe that it is due to responsible
resourcing, 10 believe that it preserved resource and the rest 10 believe that it is due to creation
of certain market opportunities.
CONCLUSION and Recommendation
It has been concluded from above report that consumer decision making is a process that
is used to identify, analyse requirement and demand of marketplace under which effectual
information is collected and implemented within the working standards of business. In this
hospitality industry take different initiative and design strategies through which long term
sustainability is attained within certain period of instance. It has direct impact over the
performance and productiveness of the business and with this adequate policies and strategies are
implemented in favoured manner.
As Hilton already uses various strategies and policy in relation to maintain higher
attractiveness and sustainability but still there are few recommendations for Hilton through
which long term attentiveness is developed in progressive manner. The company get implement
recycling program that is used to promote and advance effectual conservation of energy which
also support ethical recycling of suitable electronic products and services. Hilton also support
green vendors through which its vision and values get advanced and it is processed as by
inducing partnership with fair trade and organic service provider.
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Reflection
The above research is conducted be me and with this I have learned about various prospect
that is related to enhancement of consumer decision making and which is furthermore based on
strategies and policies that is promoted with prospect of eco-friendly initiatives. In this business
has worked on to maintain suitable sustainability and through this profitability is managed and
controlled as per consideration of ethical formation. In relation to induce adequate strategies and
policies Hilton make adequate usage of eco-friendly initiative that aid to develop higher
attentiveness and to attract more potential customers over longer period of instance. In this I have
learned about various skills and knowledge that is related to initiative about eco-friendly basis as
in this sustained information is collected in favoured manner.
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ONLINE
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