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.