The Role of Eco-Friendly Initiatives in Consumer Decision Making in Hospitality

This research project aims to analyze the role of eco-friendly initiatives, policies, and strategies in consumer decision making in the hospitality industry. It focuses on the case study of Intercontinental Group of Hotels & Resorts and explores different eco-friendly initiatives that can be adopted. The study also examines the concept of consumer decision making and the impact of eco-friendly practices on brand image and sustainability.

Research Project
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Table of Contents
Topic - "The role that eco-friendly initiatives, strategies and policies have upon consumer
decision making in selecting a hotel"..............................................................................................1
INTRODUCTION...........................................................................................................................1
Background of Study..............................................................................................................1
Research Aim.........................................................................................................................1
Research objectives................................................................................................................1
Research Questions................................................................................................................1
Rationale of study...................................................................................................................2
LITERATURE REVIEW................................................................................................................2
To understand the concept of consumer decision making......................................................2
To assess the role of eco-friendly initiatives, policies and strategies in consumer decision
making in hospitality organisation.........................................................................................2
To identify different eco-friendly initiatives, policies and strategies that can be use by
Intercontinental Group of Hotels & Resorts...........................................................................3
RESEARCH METHODOLOGY.....................................................................................................4
Research philosophy...............................................................................................................4
Research approach..................................................................................................................4
Research design......................................................................................................................4
Research strategy....................................................................................................................5
Data collection method...........................................................................................................5
Sampling.................................................................................................................................7
DATA ANALYSIS AND FINDINGS............................................................................................7
Data analysis...........................................................................................................................7
Finding of study......................................................................................................................9
CONCLUSION..............................................................................................................................16
RECOMMENDATIONS...............................................................................................................16
REFERENCES..............................................................................................................................17
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Topic - "The role that eco-friendly initiatives, strategies and policies have
upon consumer decision making in selecting a hotel"
INTRODUCTION
Background of Study
Consumer decision making is the process that comprises of evaluating about the various
needs and wats of a consumers on the basis of which various available options are also analysed
after which a proper purchases decision is made by a customer to meet identified need in most
efficient manner. Eco-friendly initiatives taken by company plays significant role in consumer
decision making. The initiatives like energy conservation and investing in green infrastructure
helps in improving the sustainability and brand image of hotel. InterContinental Hotels &
Resorts is one among the well-known hotel brand which was established in year 1946 and is
headquartered in Denham, Buckinghamshire, United Kingdom. Sustainability plays very
significant role in growth and success of hotel. This project intent to analyse the role of eco-
friendly initiatives, policies and strategies have upon consumer decision making in hospitality
organisation.
Research Aim
The aim of this particular study project is "To analyse the role of eco-friendly initiatives,
policies and strategies have upon consumer decision making in hospitality organisation. A case
study on Intercontinental Group of Hotels & Resorts."
Research objectives
The research objectives associated to this study are as follows:
1. To understand the concept of consumer decision making.
2. To assess the role of eco-friendly initiatives, policies and strategies in consumer decision
making in hospitality organisation.
3. To identify different eco-friendly initiatives, policies and strategies that can be use by
Intercontinental Group of Hotels & Resorts.
Research Questions
The research questions in relation to this study are provided below –
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1. What is the concept of consumer decision making?
2. What is the role of eco-friendly initiatives, policies and strategies have upon consumer
decision making in hospitality organisation?
3. Which are the different eco-friendly initiatives, policies and strategies that can be use by
Intercontinental Group of Hotels & Resorts?
Rationale of study
This study is based on the title “The role that eco-friendly initiatives, strategies and policies
have upon consumer decision making in selecting a hotel”. The main reason of choosing this
study is that it assists in understanding the concept of consumer decision making. Apart from
this, the study help researcher in assessing role of eco-friendly policies, initiatives and strategies
in consumer decision making and hospitality organisation and determining different eco-friendly
initiatives that can be used by hotel in order to improve its sustainability in market. The study
will be very effective for hotel in determining the role that eco-friendly initiatives play in
decision making of consumers while selecting hotel.
LITERATURE REVIEW
To understand the concept of consumer decision making
As per the view point of Zuschke, (2020), the concept of consumer decision making
mainly reflects a set process through which a consumer become aware about and identify its
personal needs and wants along with collecting the required information about how they nest
satisfy and meet these needs (Consumer Decision Making, 2021). Thus, an analysis can be made
that it is very important and vital for a business organisation to have effective understanding
about the consumer decision making and their behaviour in order to create an intent of
purchasing in these customers in favour of their products and services. Further, it has been also
seen that the consumer decision making is the key for an organisation to effectively understand
and emphasis the various possible challenges and opportunities of the market as maximum
number of business changes are based on and lead out by behaviour and decision of customers.
thus, it is high essentially and vital for a firm to align its business activities with the customer’s
behaviours and decision making. Therefore, an analysis can be made out that consumer decision
making comprises of a process which is adopted and under gone by a customer while making a
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choice and decision about the purchase which directly and significantly affects the business
activity and performance of an organisation.
To assess the role of eco-friendly initiatives, policies and strategies in consumer decision making
in hospitality organisation.
With respect to the information provided by the Hwang, Kim, and Gulzar, (2020), it has
been analysed that a significant and optimistic form of role of eco-friendly initiatives, policies
and strategies in consumer decision making is seen in hospitality organisation. It has been seen in
recent years that the customers are becoming more and more aware and conservative towards
environment which is exerting a pressure on hospitality industry to adopt and come up with eco-
friendlier strategies and initiative to lead a positive impact on the mind set and behaviour of
customers. it has been analysed that adopting eco-friendly initiatives, policies and strategies in
consumer decision making in hospitality organisation is playing a crucial role in boosting the
trust of consumers and lead a positive and significant influence the perception of green practises
and environmental friendly initiative. It has been analysed that implication eco-friendly practises
leads a positive impact on environment and ensures water and energy conversation which creates
an improved brand image and better goodwill for hotels which influence and attract larger
number of customers. apart from this, adopting of eco-friendly initiatives, policies and strategies
within a hotel ensures creation of improved quality of life for customers that is based in more
green and sustainable practises thus, influence and caters decision making of larger number of
customers in their favour. Thus, an analysis can be made out that having eco-friendly initiatives,
policies and strategies within hospitality industry plays a vital role in consumer decision making
which influence them in favour of a hotel by the way of creating an improved and positive image
along with building trust and meeting expectations of customers.
To identify different eco-friendly initiatives, policies and strategies that can be use by
Intercontinental Group of Hotels & Resorts.
According the view point of Laura Fredericks, (2020), implication of eco-friendly
initiatives, policies and strategies have become vital and essentially needed for hospitality
industry to have positive influence in consumer decision making. Thus, the main eco-friendly
initiatives, policies and strategies that can be adopted and utilised by InterContinental Group
hotels are provided and discussed as below:
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Incorporation of reusable dishes, silverware, glasses and mugs- the first and foremost step
taken by Intercontinental hotel in support of eco-friendly initiatives, policies and strategies
comprise of cutting down the use of plastic serving ware, straws and paper plates which are non-
degradable and creates pollution. Further, using reusable dishes also ensures and leads to lower
supply cost and more effective waste management which ensure more effective eco-friendly
initiatives, policies and strategies.
Automate water and energy conservation- making use of aerators on the bathroom sinks is
an effective eco-friendly initiative which helps in reducing water usage and its wastage. Further,
replacing standard toilets with the one that have low flow and dual flush version is also an
effective strategy to conserve water and also limit wastage of water resources. Beside this,
swiping up of traditional lights with a more energy saving lights along with proper sensors to
ensure conservation of light through automatically tuning them off when their use is not
required.
Investing in green infrastructure- It is also a vital and effective way to ensure eco-
friendly initiates and strategies at Intercontinental hotels through spending more on green
infrastructure. Making use of solar panel and energy star rated heating and cooling system are
effective ways to ensure eco-friendly initiative. Apart from this, having geothermal cooling
towers along with suitable water recovery and recycling systems are also effective eco-friendly
initiatives and strategies that can be use by Intercontinental Group of Hotels & Resorts.
RESEARCH METHODOLOGY
Research philosophy
Research philosophy is an area that deals with nature, source and development of
knowledge. The research philosophies use in research includes positivism, realism,
interpretivism, pragmatism. In realism philosophy, the methods selected should fit the subject
matter. In positivism philosophy, the method selected must be highly structured and pragmatism
use mixed or multiple method. On the other hand, interpretivism philosophy use in-depth
method. In this study, positivism philosophy is used as it is based on quantitative method and
recognise only that which can be verified scientifically or is capable of mathematical or logical
proof.
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Research approach
Research approach is the procedure and plan which involves the step of broad assumptions
to detailed approaches of collection and analysis of data. Mainly two approaches are utilised in
research including inductive and deductive approach. The inductive approach is based in
development of theory whereas deductive is based on existing theory. This study uses deductive
research approach as it aims at testing of existing theory. Apart from this, using this approach
makes it possible for investigator to measure concepts quantitatively.
Research design
Research design is of two types involving quantitative research and qualitative research
design. In quantitative design, numbers and statistics are use whereas qualitative research use
meanings and words. This study uses quantitative research method as it enables researcher to test
hypothesis through systematic collection and analysis of data. It also enables researcher to collect
numeric data which help in ensuring more accuracy of research outcomes.
Research strategy
The research strategy is the plan for performing a particular research study. Different types
of research strategies include action oriented research, case study, quantitative survey, systematic
literature review, qualitative interview etc. Among all these methods, quantitative survey method
is used in this study. In this, researcher develops set of questions in written format to be
answered by respondents. The reason behind using this strategy is that it is the widely used
strategy for collecting numeric data about the study.
Data collection method
Data collection is defined as the method through which researcher can gather data. There
are two ways through which data can be gathered. These including primary method and
secondary method. The primary method is based on collection of fresh data which will be
collected for the first time and the secondary method is based on gathering the data which is
already collected before. In this investigation, both methods of data collection are used by
researcher in which the primary data gather by using questionnaire and secondary data is
gathered through using books, articles and journals published previously. The questionnaire used
in this study is provided below:
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Questionnaire
Name –
Address –
Age –
Email –
Q 1) Do you have any awareness regarding the concept of consumer decision making?
a) Yes
b) No
Q 2) According to you, which factor contribute to influence the decision making of
consumers?
a) Market Offerings
b) Attitude and beliefs
c) Lifestyle
d) Reference groups
e) All of the above
Q 3) What is the role of eco-friendly initiatives, policies and strategies in consumer decision
making in hospitality organisation?
a) Improving trust of consumers
b) Improved brand image
c) Provide competitive edge
d) Maximize profitability
Q 4) How effective eco-friendly initiatives, policies and strategies are for Intercontinental
Group of Hotels & Resorts in improving its brand image?
a) Highly effective
b) Effective
c) Neither effective nor ineffective
d) Ineffective
e) Highly ineffective
Q 5) According to you, what is the relationship between eco-friendly initiatives use by hotel
and its productivity and performance in market?
a) Positive relation
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b) Negative relation
c) No relation
Q 6) Which eco-friendly initiative is most appropriate for Intercontinental Group of Hotels
& Resorts to adopt?
a) Energy conservation
b) Recycling and waste reduction
c) Investing in green infrastructure
d) Eco-friendly cleaning products
e) All of the above
Q 7) What can be the impact of adopting eco-friendly initiatives on Intercontinental Group
of Hotels & Resorts?
a) Improves consumer awareness
b) Reduces operational costs
c) Improves sustainability
d) Attract more customers
Q 8) Do you feel that the current eco-friendly initiatives using by Intercontinental Group of
Hotels & Resorts are effective in improving its sustainability in market?
a) Yes
b) No
c) Neutral
Q 9) Recommend any other practice or strategy which can be utilize by Intercontinental
Group of Hotels & Resorts for influencing consumer decision making
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Sampling
Sampling is the process researcher used to select sample from large population. It can be
done by using probability and nonprobability sampling method. This study makes use of simple
random probability sampling in which the sample is collected on random basis where the
probability of each individual of being selected is equal. Use of this method ensure elimination
of biasness from the study.
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DATA ANALYSIS AND FINDINGS
Data analysis
Q 1) Do you have any awareness regarding the concept of consumer
decision making?
Frequency
a) Yes 26
b) No 4
Q 2) According to you, which factor contribute to influence the decision
making of consumers?
Frequency
a) Market Offerings 7
b) Attitude and beliefs 6
c) Lifestyle 5
d) Reference groups 4
e) All of the above 8
Q 3) What is the role of eco-friendly initiatives, policies and strategies
in consumer decision making in hospitality organisation?
Frequency
a) Improving trust of consumers 7
b) Improved brand image 8
c) Provide competitive edge 7
d) Maximize profitability 8
Q 4) How effective eco-friendly initiatives, policies and strategies are
for Intercontinental Group of Hotels & Resorts in improving its brand
image?
Frequency
a) Highly effective 14
b) Effective 10
c) Neither effective nor ineffective 2
d) Ineffective 3
e) Highly ineffective 1
Q 5) According to you, what is the relationship between eco-friendly
initiatives use by hotel and its productivity and performance in market?
Frequency
a) Positive relation 22
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b) Negative relation 6
c) No relation 2
Q 6) Which eco-friendly initiative is most appropriate for
Intercontinental Group of Hotels & Resorts to adopt?
Frequency
a) Energy conservation 5
b) Recycling and waste reduction 4
c) Investing in green infrastructure 5
d) Eco-friendly cleaning products 6
e) All of the above 10
Q 7) What can be the impact of adopting eco-friendly initiatives on
Intercontinental Group of Hotels & Resorts?
Frequency
a) Improves consumer awareness 8
b) Reduces operational costs 7
c) Improves sustainability 8
d) Attract more customers 7
Q 8) Do you feel that the current eco-friendly initiatives using by
Intercontinental Group of Hotels & Resorts are effective in improving
its sustainability in market?
Frequency
a) Yes 15
b) No 11
c) Neutral 4
Q 9) Recommend any other practice or strategy which can be utilize by Intercontinental
Group of Hotels & Resorts for influencing consumer decision making
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Finding of study
Theme 1: Awareness regarding the concept of consumer decision making
Q 1) Do you have any awareness regarding the concept of consumer
decision making?
Frequency
a) Yes 26
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b) No 4
Interpretation: As per the above chart it can be integrated that according to 26 out of 30
respondents, they have awareness about the concept of consumer decision making and the
remaining four respondents have no awareness regarding the concept.
Theme 2: Factor contribute to influence the decision making of consumers
Q 2) According to you, which factor contribute to influence the decision
making of consumers?
Frequency
a) Market Offerings 7
b) Attitude and beliefs 6
c) Lifestyle 5
d) Reference groups 4
e) All of the above 8
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Interpretation: the above chart depicts that according to 7 out of 30 respondents, market
offerings is the factors that contribute to influence the decision making of customer, 6
respondents said that attitudes and beliefs is a factor, according to five respondents lifestyle is the
factor which contribute to influence the decision making, four respondents said that reference
group is the factor and according to the remaining 8 respondents, all of the above factors
contribute in influencing the decision making of consumers.
Theme 3: Role of eco-friendly initiatives, policies and strategies in consumer decision making
in hospitality organisation
Q 3) What is the role of eco-friendly initiatives, policies and strategies
in consumer decision making in hospitality organisation?
Frequency
a) Improving trust of consumers 7
b) Improved brand image 8
c) Provide competitive edge 7
d) Maximize profitability 8
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Interpretation: The above chart demonstrate that according to 7 out of 30 respondents,
the role of eco-friendly strategies, policies and initiatives plays significant role in improving the
trust of consumers, 8 respondent said that it plays a significant role in improving brand image,
according to 7 respondents eco-friendly initiatives policies and strategies provide competitive
advantage to consumers and according to remaining 8 respondents, eco-friendly initiatives
policies and strategies play role in maximizing the profitability of organisation by improving
consumer decision making process in hospitality industry.
Theme 4: Effectiveness of eco-friendly initiatives, policies and strategies are for in improving
its brand image
Q 4) How effective eco-friendly initiatives, policies and strategies are
for Intercontinental Group of Hotels & Resorts in improving its brand
image?
Frequency
a) Highly effective 14
b) Effective 10
c) Neither effective nor ineffective 2
d) Ineffective 3
e) Highly ineffective 1
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Interpretation: As per the above chart, it can be integrated that according to 14 out of 30
respondents, eco-friendly initiatives, policies strategies are highly effective for InterContinental
Hotel in improving its brand image, 10 respondents said that these are effective, according to 2
respondents the policies of Hotel are neither effective nor ineffective, three respondents said that
the policies, initiatives and strategies are ineffective and according to remaining one respondent
the eco-friendly strategies, policies and initiatives are highly ineffective for InterContinental
Group of hotels and resorts in improving its brand image.
Theme 5: Relationship between eco-friendly initiatives use by hotel and its productivity and
performance in market
Q 5) According to you, what is the relationship between eco-friendly
initiatives use by hotel and its productivity and performance in market?
Frequency
a) Positive relation 22
b) Negative relation 6
c) No relation 2
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Interpretation: According to the above chart, it is interpreted that according to 22 out of
30 respondents, the relationship between eco-friendly initiatives of Hotel and its productivity and
performance in market is positive. 6 respondents said that the relationship between eco-friendly
initiatives and productivity and performance of Hotel is negative and according to remaining two
respondents, there is no relationship between ecofriendly initiatives by hotel and its productivity
and performance in market.
Theme 6: Most appropriate eco-friendly initiative to adopt by organisation
Q 6) Which eco-friendly initiative is most appropriate for
Intercontinental Group of Hotels & Resorts to adopt?
Frequency
a) Energy conservation 5
b) Recycling and waste reduction 4
c) Investing in green infrastructure 5
d) Eco-friendly cleaning products 6
e) All of the above 10
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Interpretation: The above chart depicted that according to 5 out of 30 respondents,
energy conservation is the appropriate ecofriendly initiative for the hotels to adopt, 4 respondents
said that recycling and waste reduction is the appropriate strategy, according to five respondents,
investing in green infrastructure is the appropriate strategy, 6 respondents said that eco-friendly
cleaning products is the appropriate strategy and according to remaining 10 respondents, all the
above provided eco-friendly initiatives are appropriate for Intercontinental Group of hotels and
resort to adopt.
Theme 7: Impact of adopting eco-friendly initiatives on Intercontinental Group of Hotels &
Resorts
Q 7) What can be the impact of adopting eco-friendly initiatives on
Intercontinental Group of Hotels & Resorts?
Frequency
a) Improves consumer awareness 8
b) Reduces operational costs 7
c) Improves sustainability 8
d) Attract more customers 7
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Interpretation: According to the above chart, it can be said that according to 8 out of 30
respondents, the impact of adopting eco-friendly initiatives on hotel is that it improve consumer
awareness, seven respondents said that the impact of adopting the initiatives is that it reduces
operational cost, 8 respondents said that the impact is that it improves sustainability and
according to the remaining seven respondents, the impact of adopting eco-friendly initiatives on
InterContinental hotel and resort is that it enables organisation to attract more customers.
Theme 8: Effectiveness of current eco-friendly initiatives using by hotel in improving its
sustainability in market
Q 8) Do you feel that the current eco-friendly initiatives using by
Intercontinental Group of Hotels & Resorts are effective in improving
its sustainability in market?
Frequency
a) Yes 15
b) No 11
c) Neutral 4
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Interpretation: The above chart depicts that according to 15 out of 30 respondents, the
current eco-friendly initiatives using by Hotel are effective in improving its sustainability in
market, 11 respondents said that the current initiatives of Hotel are not effective in improving
sustainability and the remaining 4 respondents respond neutrally towards it.
CONCLUSION
As per the above mentioned report, it has been concluded that eco-friendly initiatives,
policies and strategies play significant role in consumer decision making process. It helps in
improving sustainability of Organisation in the market and improving its brand image. It is very
important for an organisation to use various sustainability initiatives like energy conservation,
recycling and waste reduction, using eco-friendly cleaning products, investing in green
infrastructure etc. Using all these initiatives are also beneficial for Organisation in terms of
reducing operational cost, improving consumer awareness, attracting more customers and
improve sustainability of organisation. Thus, it can be said that eco-friendly initiatives play
significant role in consumer decision making process as these help in developing positive image
of brand in mind of customers which ultimately impact on improving its productivity.
RECOMMENDATIONS
As per the above discussion, it is recommended to the Intercontinental Group of Hotel and
Resort that it should continue to use eco-friendlier initiatives in order to improve its
sustainability in market. It should use such practices which do not harm environment in any way
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so that people can attract more towards the organisation and it will improve the brand image of
Hotel. Apart from this, the hotel should invest in advertisement and promotion and aware
customers about the eco-friendly initiatives that it uses and the importance of these initiatives to
the environment. This will help in attract customers more towards brand. Through advertisement,
Hotel can appeal to the mass market that its activities are environmental friendly, which in turn
result in to increasing sales of organisation.
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Books and journal
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