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

This research study aims to determine the role played by eco-friendly initiatives, strategies, and policies in consumer decision making within the hospitality sector. The study focuses on Intercontinental Hotel Group (IHG) and explores the implications of these initiatives on changing consumer behavior in favor of the organization. It also examines the complications faced by IHG in attracting consumers and changing their behaviors. The research questions include the notion of consumer behavior in the hospitality sector, the implications of eco-friendly initiatives by IHG, and the complications faced by IHG in attracting consumers.

Project proposal form
Centre Name
Tutor
Proposed Title "The role that eco-
friendly initiatives, strategies and policies have upon consumer decision making in selecting a hotel".
A study on Intercontinental Hotel Group (IHG).
Section One: Title, aims, objectives
Title or working title of project (in the form of a question, objective or hypothesis)
"The role that eco-friendly initiatives, strategies and policies have upon consumer decision making in
selecting a hotel". A study on Intercontinental Hotel Group (IHG).
Project aims and objectives (e.g. what do you wish to achieve? What do you want to learn to do? What do
you want to find out?)
Aim of the project
"To determine the role played by eco-friendly initiatives, strategies and polices in consumer decision making
within Hospitality sector". A study on Intercontinental Hotel Group (IHG).
Project objectives
Student Details
Student Name Student Number

 To determine the notion of consumer behaviour and decision making in Hospitality sector.
 To examine the implications of eco-friendly initiatives, polices and strategies taken by
Intercontinental Hotel Group (IHG) for changing consumer’s decision in favour of the organisation.
 To explore the complications faced by Intercontinental Hotel Group (IHG) for attracting consumers
and changing their behaviours in the favour of the brand.
Research questions
 What is meant by the notion of consumer behaviour and decision making in Hospitality sector?
 What possible implications of eco-friendly initiatives, polices and strategies taken by Intercontinental
Hotel Group (IHG)is seen for changing consumer’s decision in favour of the organisation?
 Which are the possible complications faced by Intercontinental Hotel Group (IHG) for attracting
consumers and changing their behaviours in the favour of the brand.?
Section Two: Reasons for choosing this project
Reasons for choosing the project (e.g. links to other subjects you are studying, personal interest, future
plans, knowledge/skills you want to improve, why you feel the topic is important)
It has been observed over time that hospitality industry is having a dramatic environmental impact in form of
excessive energy and water consumption along with continuing use of consumable goods. Thus, implication
of sustainability and eco-friendly incentives should have become prime concern and important vital for hotel
industry which is widely regarded and considered as key to a successful business. Therefore, selection of
current research topic is appropriate and rationale as it would lead an improved knowledge and
understanding about the concept of sustainability in hostility industry. Beside this, an implications of eco-
friendly initiatives, polices and strategies taken by major hotels for changing consumer’s decision in favour of
the organisation is also made which would support improved productivity and success. Apart from this,
leading out current investigation is also important and vital from the personal interest of researcher which
ensures improved skill development and enhancement in understanding level to have better growth
opportunity in future.
Section Three: Precedents and sources
To determine the notion of consumer behaviour and decision making in Hospitality sector.
As per the view point of Kim, Y.D., Nam, C. and LaPlaca, A.M., 2021, consumer behaviour can be
defined as a concept which reflects about the customers purchase behaviour which significantly

depends in the order to meet there needs and expectation. Within hospitality industry, the consumer
behaviour is influenced and depend of any factors which consist of social, culture and personal
interest of an individual. Further, it has been also observed that current market scenario, social
implication and advancement in technology also leads a significant influence on consumer behaviour
and decision making. Thus, an analysis can be made that consumer behaviour and decision making is
a complex procedure that involves everything from meet and problem recognition till post purchase
activities (Desai and et. al., 2021).
To examine the implications of eco-friendly initiatives, polices and strategies taken by
Intercontinental Hotel Group (IHG) for changing consumer’s decision in favour of the
organisation.
With respect to the information provided by Smith, H., 2021, it has been observed that positive
implication is lead out by eco-friendly initiatives, polices and strategies taken by Intercontinental
Hotel Group (IHG) for changing consumer’s decision in favour of the organisation. It has been seen
that eco-friendly initiatives comprises of adoption of environmental friendly process by a hotel which
are more sustainable in nature which claim reduction in wastage of natural resources. Thus,
implication of eco-friendly strategies such as reduction in use of plastic, limiting water and food
wastage, using eco-friendly cleaning suppliers, more efficient use of energy along with adopting 3R
i.e reduce, recycle and reuse is leading a positive impact and guiding and influencing decision
making and consumer behaviour in favour of organisation. An analysis can be made out the
implication of eco-friendly initiatives, polices and strategies ensures sustainable practises and claim
no harm to eco-system and environment thus, improves the quality of life which lead a vital role in
influencing consumer decision and motivates for changing consumer’s decision in favour of the
organisation (Sobuj and et. al., 2021).
To explore the complications faced by Intercontinental Hotel Group (IHG) for attracting
consumers and changing their behaviours in the favour of the brand.
According to the view point of Kim, Y.D., Nam, C. and LaPlaca, A.M., 2021, the main
complications which are faced by Intercontinental Hotel Group (IHG) for attracting consumers and
changing their behaviours in the favour of the brand comprises of the lack of information which
creates main hurdle in attracting larger number of customers. Apart from this, the high level of
competition which is prevailing within the hospitality sector is also a main reason which creates
challenges in attracting larger number of customers and changing their behaviour in favour of a
brand. Further, it has been also observed that an enhanced level of attraction and awareness about

sustainability and eco-friendly services are seen in customers which is creating a new challenge for
hotels as they also need and required to focus on eco-friendly initiatives, polices and strategies for
attracting consumers and changing their behaviours in the favour of the brand. Apart from this, it has
been also observed that high cost of sustainable and eco-friendly practises along with lack of training
in staff are also vital complications faced by Intercontinental Hotel Group (IHG) for attracting
consumers and changing their behaviours in the favour of the brand (Upadhyay, Kumar and Akter,
2021).
Use of key literature sources and precedents to support your project objectives
Brandão, A.S., Gonçalves, A. and Santos, J.M., 2021. Circular bioeconomy strategies: from scientific
research to commercially viable products. Journal of Cleaner Production, p.126407.
Desai, R. and et. al., 2021. Water Resources Planning, Policy and Management—Experiences from
Kumudvathi River Rejuvenation Project. In Advances in Civil Engineering and
Infrastructural Development (pp. 383-395). Springer, Singapore.
Kim, Y.D., Nam, C. and LaPlaca, A.M., 2021. Marketing and communicating sustainability through
college athletics: the effects of pro-environmental initiatives on the belief-attitude-intention
hierarchy. Journal of Marketing for Higher Education, pp.1-21.
Kim, Y.D., Nam, C. and LaPlaca, A.M., 2021. Marketing and communicating sustainability through
college athletics: the effects of pro-environmental initiatives on the belief-attitude-intention
hierarchy. Journal of Marketing for Higher Education, pp.1-21.
Smith, H., 2021. Exploring Eco-Friendly Strategies in Early Learning Businesses.
Sobuj, M. and et. al., 2021. Factors influencing eco-friendly apparel purchase behavior of
Bangladeshi young consumers: case study. Research Journal of Textile and Apparel.
Upadhyay, A., Kumar, A. and Akter, S., 2021. An analysis of UK retailers’ initiatives towards
circular economy transition and policy-driven directions. Clean Technologies and
Environmental Policy, pp.1-9.
Xu, B. and et. al., 2021. Eco-friendly and efficient extraction of valuable elements from copper anode
mud using an integrated pyro-hydrometallurgical process. Resources, Conservation and
Recycling, 164, p.105195.
Section Four: Activities and timescales
Activities to be carried out during the research project (e.g research, development and analysis of ideas,
writing, data collection, numerical analysis, tutor meetings, production of final outcome, evaluation,
writing the report):
Aims and objective
How long
this will
take:

Research methodology
Literature review
Data collection
Data analysis
Conclusion and recommendations
Final submission
4 days
12 days
4 days
12 days
5 days
21 days
25 days
Milestone one: Setting of aim and objectives

Target date (set by tutor):
Milestone two: Communication of research findings
Target date (set by tutor):
Research Methodology
This proportion forms a vital and most important part of every research proposal that provides a complete
plan about method and approach used for answering the set research questions and objectives. The
information about the prosed research method, design and data collection techniques that would be used
for current investigation are provided as below:
Research design- this section of research methodology provides a complete framework and base for
investigation which is mainly divided into three main types exploratory studies, descriptive studies and
explanatory studies. Out of these nature of research design, implication of descriptive studies is proposed for
current investigation on Intercontinental hotels group as it supports to gain an accurate profile of events
along with collection of more reliable data based on situations.
Research method- there are two main types of research method which comprises of qualitative and
quantitative research out of which qualitative is a subjective based method while quantitative is objective
nature of study. With respect to current research project on Intercontinental hotel group, utilisation of
quantitative method is more suitable as it supports more effective and efficient way of data collection in
numeric form. Further, implication of quantitative research method is also justifiable to have better
presentation and analysis of facts which support a measurable and specific set of results.
Research philosophy- there are four main types of research philosophy which can be used or applied by a
researcher comprising of positivisms, realism, pragmatism and interpretivisim philosophy. From these types
of research philosophy, utilisation of positivism philosophy is seemed appropriate and justifiable as per the
nature of current investigation as it supports better analysis and collection of numeric facts. Beside this, use
of positivism philosophy is also justifiable for current study as it brings and lead out a most scientific and
practical way of investigation to accomplish set objective in vital manner.
Research Approach- deductive and inductive forms out to be two main types of research approach which
could be applied by a research from which deductive is seemed in line with positivism philosophy while use
of inductive approach is made with interpretivisim philosophy. Therefore, with respect to current
investigation on Intercontinental hotel use of interpretivisim philosophy is more appropriate to have
coordination with positivism philosophy along with setting better scanning and testing of numeric facts.

Population & Sample Size- with respect to current investigation, employees of Intercontinental hotel group
are selected as population as they are the one who are actually working within the firm and are having a
direct connect with consumers therefore they could provide better information about consumer behaviour
on topic of sustainability. A sample size of 40 participants would have been used from the employees of
Intercontinental hotel for current investigation.
Sampling Method- use of random method of probability sampling wold have been made for current
investigation on intercontinental hotel group as it removes the chances of biasness from investigation
through ensuring equal chances of selection for all units and observation.
Data strategy and instrument- implication of survey strategy of investigation has been made which support
collection of data from larger number of participants with the help of a Questionnaire.
Data Sources & Collection- the main form of data sources and collection used for current investigation
includes primary and secondary source of data collection. Selection of primary sources is appropriate as it
provide first-hand information where as secondary sources is required to support current findings with the
help of analysis of past research work and literature.
Analysis Tools & Collection- analysis of primary data collected with the help of questionnaire would be made
through making use of pie charts and frequency table while analysis of secondary information would be
made with the help of applying a systematic literature review.
Comments and agreement from tutor
Comments:
I confirm that the project is not work that has been or will be submitted for another qualification and is
appropriate:
Agreed: (name) (date)
Comments and agreement from project proposal reviewer (if applicable)
Comments:

I confirm that the project is not work that has been or will be submitted for another qualification and is
appropriate:
Agreed: (name) (date)

Research Ethics approval form
Section 1: Basic details:
Project title:
The selected topic for current research project is, “To determine the role played by eco-friendly
initiatives, strategies and polices in consumer decision making within Hospitality sector". A study
on Intercontinental Hotel Group (IHG).
Student name:
Student ID number:
Programme:
College Name:
Intended research start date:
Intended research end date:
Section 2 Project summary
Please select all research methods that you plan to use as a part of your project:
 Interviews No
 Questionnaires Yes
 Observations No
 Use of personal records No
 Data Analysis Yes
 Action Research No
 Focus Groups No
 Others (Please specify) : n/a
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants? Yes
Who are the participants? Tick all that apply:
Ages 12-16: No Young people aged: 17-18 No Adults: Yes
How will participants be recruited (identified an approached)?

From employees of Intercontinental hotel group.
Describe the processes you will use to inform participants about what you are doing:
Implication of online and digital tools are made
How will you obtain consent from participants? Will this be written? How will it be made clear to participants
that they may withdraw consent to participate at any time?
Consent will be obtain through signing written consent form.
Studies involving questionnaires: will participants be given the option of omitting questions that do not wish
to answer?
Yes
If no please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their informed consent to be
observed.
No
Will you debrief participants at the end of their participation (i.e give them a brief explanation of the study)?
Yes
Will participants be given information about the findings of your study?(This could be a brief summary of
your findings in general)
Yes
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data Protection Act
(1998)
Yes
Who will have access to the data and personal information?
Only Researcher and tutors
During the research:
Reseacher/Supervisor
Where will the data be stored?
Stored in DOC document with the use of USB and Laptop
Will mobile devices such as USB storage and laptops be used
Yes

If Yes, please provide further details:
After the research: the data will be safely disposed
Where will the data be stored?: USB/Laptop
How long will the data and records be kept for and in what format?
Three to five months
Will data be kept for use by other researchers? No
Section 5 : Ethical Issues
Are there any particular features of your proposed work, which may raise ethical concerns? If so, please
outline how you will deal with these: N/A
It is important that you demonstrate your awareness of potential risks that may arise because of your
research. Please consider/address all issues that may apply. Ethical concerns may include, but are not
limited to the following :
 Informed consent. Yes
 Potentially vulnerable participants. n/a
 Sensitive topics n/a
 Risk to participants and /or researchers: n/a
 Confidentiality/anonymity: Yes
 Disclosures/ limits to confidentiality: Yes
 Data storage and security, both during and after the research (including transfer, sharing,
encryption, protection). Yes
 Reporting: Yes
 Dissemination and use of your findings: Yes
Section 6: Declaration
I have read, understood and will abide by the institution’s Research and Ethics Policy: Yes
I have discussed the ethical issues relating to my research with my Unit Tutor:
Yes
I confirm that to the best of my knowledge:
The above information is correct, and this is a full description of the ethical issues that may arise in the
course of my research
Name: Date: