Role of Eco-Friendly Initiatives in Consumer Decision-Making

This report explores the role of eco-friendly initiatives, strategies, and policies in influencing consumer decision-making in the hospitality industry. It discusses the concept of sustainability and its benefits for businesses. The research outcomes highlight the positive impact of eco-friendly practices on the performance and brand image of hotels. The report also reflects on the effectiveness of the research methods used and provides alternative research methodologies. The findings suggest that implementing eco-friendly strategies can attract more customers and improve financial stability.

Sustainability in the
Hospitality industry

Table of Contents
INTRODCUTION...........................................................................................................................1
Discussion........................................................................................................................................2
P5 Research outcomes................................................................................................................4
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
business research project.............................................................................................................5
P7 Alternative research methodology & lessons learn in view of the results.............................6
CONCLUSION and RECOMMENDATION..................................................................................7
REFERENCES................................................................................................................................9

Title: Role of eco-friendly initiatives, strategies and policies that have upon consumer’s
decision-making.
INTRODCUTION
Sustainability is defined as meeting the requirements without compromising the
capability of future generations to fulfil their own needs. In addition to this, it is undertaken as
the quality of being competent for the longer time frame. It mainly encourages businesses to
develop decisions in terms of social, environmental and human influence for the longer time
instead on short terms gains. In order to attract large number of customers, eco-friendly
initiatives, strategies and tactics plays an important role and impact on the consumer decision-
making associated to hospitality sector (Floričić, 2020). Environmental management standards &
certification enhance the confidence of customers while consuming hotel services & also
contribute towards ecological and monetary implementation with assist of declining atmospheric
influence & development of management controls as well. It is important for the higher
authorities of a hotel to emphasis on developing strategies that did not harm the environment and
help in maintaining performance and brand image at marketplace. For the present report, Queens
park hotel is taken into consideration. It is one of the renowned hotel that is situated in London,
UK. The report will cover research outcomes along with the effectiveness of different research
methods. Furthermore, alternative research methodologies and some of the recommendation is
provided to the respective organisation within the report.
Research aim:
“To evaluate role of eco-friendly initiatives, strategies and policies that have upon
consumer’s decision-making. In the case study of Queens Park Hotel”.
Research objectives:
 To understand the phenomena of sustainability in the hospitality industry.
 To evaluate role of eco-friendly strategies, initiatives and policies over the consumer’s
decision-making process in the hospitality sector.
 To identified issues or challenges that are facing by Queens Park Hotel after adoption of
eco-friendly initiatives and policies.
1

 To recommend probable solution over the identified issues in the Queens Park Hotel
related to sustainability.
Research questions:
 What do you mean by phenomena of sustainability in the hospitality sector?
 What are the impacts of eco-friendly initiatives, strategies and policies upon the
consumer’s decision-making process in the hospitality organization i.e. Queens Park
Hotel?
 What issues are facing by Queens Park Hotel while adapting eco-friendly initiatives and
policies?
 What probable solutions can be recommended to the Queens Park Hotel to deal with
identified issues effectively?
Discussion
It is an important section that provide overall analysis of collected data and information.
As, current study is based on the role of eco-friendly initiatives, strategies and policies that have
upon consumer’s decision-making. This study provides wider data to analyse the specified topic
through which researcher can make a right judgement and also draw a valid conclusion at the end
of the study. As sustainability is referring to the commercial development that focus on fulfilling
the needs of existing generation by providing them opportunities to satisfy their needs by own.
Along with this, it also contributes in providing socio-economic benefits to both internal and
external stakeholders. With the assistance of this, company also improvise their overall growth at
market place and also sustain for longer period of time (Gerdt, Wagner and Schewe, 2019).
Basically, hospitality sector is a growing industry that provide quality services to improve their
performance at market place. As, hospitality industry also enable to save all the expenditure that
may put positive impact over the performance of company and also make competitive image at
market place. Furthermore, organization also use appropriate strategies of sustainability
including equal treatment with staff members, develop positive and healthy working
environment, create awareness of employees about policies related with sustainable. With the use
of these policies and strategies, company can improve their performance and also make
economic status stable in nature. It may also contribute in capturing larger marker share from its
2

competitors at competitive market place. In case company use eco-friendly approaches within
their business then they easily increase their positive brand image as large number of customers
get easily attracted towards the business and its offerings as well.
In addition to this, Queens Part hotel also includes sustainability as an important strategy
and also focus on planning to go green and also make hotel eco-friendlier. It may assist in
increasing the performance and at the same time also influence their customers to visit the hotel.
Though, achieving the target of becoming an eco-friendly hotel is seeming to be very difficult for
the Queens Part Hotel because the hotel is facing numerous issues including poor management
practice, employee’s behaviour and their resistance towards the hotel, and so on. Queen Part
Hotel, will have to accept the simple fact that with proper amalgamation and management
strategies, policies all the issues and problems can be overcome (Gutiérrez-Martínez and
Duhamel, 2019). As it has been discussed above that, the company can conduct meetings with
HR management so that actualities can be deliberated one more time and if there are any
problems then it can be solved within the time period. However, in order to minimize the faults,
the company will require some great minds who can work on things and try to find out the best
possible solutions. For example, hiring the best and eligible employees who have leadership
qualities and take the responsibility for their doings. Therefore, such kind of initiative will help
the company in developing a positive relationship with staff members and the managers.
Sustainability is said to be a concept where without exploiting the resources of future
generations one fulfils the needs and tries to meet all the conditions. According to today’s world,
many companies are focussing on this concept thus, moving towards the path through which all
their goals can be achieved. For instance, Queens Park Hotel is planning to make a shift towards
eco-friendly stuff and the reason behind such transition is because they know that it's high time
that they think of sustainability so as to improve their financial stability. However, to make
things fall in the right place, there is a requirement of proper up-gradation which might require
higher finance. Despite this one negative factor (i.e., sustainability requires a huge amount of
money), if sustainability is managed properly then the impact on the eco-friendly initiatives,
strategies and policies are always positive. The Decision-making process will be effective as the
company will engage its employees for getting out positive results (Pirani and Arafat, 2016).
Therefore, brand position will increase, and gradually this will provide commercial benefits to
the company. Nevertheless, as the business has some or the other issue, Queen Park Hotel can
3

also face some of the issues which implementing or adapting eco-friendly initiatives and policies
such as economic issues and employee’s resistance thus, it is needed that company like
approaching towards talent management, providing with a feedback platform so that opinions
can be put forward to get the best strategies for coping with the issue (Kılıç, 2021).
P5 Research outcomes
From the research it has been various aspects and factors are determined which will help
the Queens Park Hotel in enhancing its performance and position in the marketplace. Sustainable
hotels are the one who focuses on reducing the environmental impact through implementing the
green practices in its business operations that is in its supply management, logistics, services and
products (Aragon-Correa, Martin-Tapia and de la Torre-Ruiz, 2015). The use of eco-friendly
methods and techniques has helped the Queens Park Hotel in reducing the waste, saving energy
and cutting down on water usage. The company with the use of this strategy has able to achieve
growth in the business and able to satisfy the needs and desires of customers. From market
research it has been identified that customers are preferring and are interested in using products
and service which are eco-friendly and are willing to pay more for the same. Hence, with the use
of eco-friendly methods they would able to attract more customers and able to increase its sales
and profit margins. Queens Park Hotel has implemented various strategies and techniques in its
current operations which has positive impact on the performance of the company. They are
taking steps to train its staff to use eco-friendly method in their operations and activities that is
making staff eco-friendly. The hotel is focusing on formulating green teams where employees
from each department is asked to take part in green team in order to understand it and also
suggest eco-friendly best practices in different areas of hotels. The management is using reusable
branded bottles and offers same to its customers and is cutting down the use of plastic water
bottles. Secondly they have added the water bottle filling stations in the lobbies as this has lead
to reduce the extra expenses (Gerdt, Wagner and Schewe, 2019). Thirdly have made the hiring
and training process green which has helped in enhancing the brand value of the business in the
marketplace. They are conducting interviews through phones and skype instead of calling
candidates. This has proved beneficial for both that is for candidate as it save their travelling
time and fuel cost and for hotel as it helped in saving their maintaining cost. Moreover, Queens
Park Hotel is taking steps to ensure services provided to guest are eco-friendly. They are
focusing on increasing the efficiency that is using remote check in and out strategy in order to
4

promote the green corporate culture. This has also helped in saving extra cost that is keyless
entry has solved the problem of lost plastic key cards and reduce the paper usage. Furthermore
this has helped in minimizing the staff as with the use of eco-freindly strategy they are able to
minimise its expenses and focusing on using latest technology. As in this competitive business
environment its is important to use latest technology and carry operation in innovative way in
order to maintain their position in the marketplace (Martínez-Martínez and et.al., 2019). Queens
Park Hotel has updated its transportation offering and services with sustainable mind set that is
they are using electric vehicles within the hotel premises in order to promote use of electronic
vehicles insight of fuel vehicles in order to control the level of pollution. The use of this strategy
has helped in enhancing the goodwill of the Hotel. Moreover they are using various eco-friendly
strategies in providing green guest rooms that is with the use of automate conservation the guests
would be able to reuse towels, turn off AC, etc. Therefore, the use of eco-friendly strategy has
proofed beneficial for Queens Park Hotel as they would able to minimise their cost and able to
increasing it revenue and profit margins (Martínez, Herrero and Gómez‐López, 2019).
P6 Reflect on the effectiveness of research methods applied for meeting objectives of the
business research project
I am glad to take responsibility to undertake current research which is based on the Role of
eco-friendly initiatives, strategies and policies that have upon consumer’s decision-making. In
addition to this, it is analysed by me that it is important within the hospitality industry to develop
eco-friendly strategies and implement it as it assist in attracting large number of customers and
also help them to sustain in market for longer time period. I learnt about issues or challenges
that are facing by Hotels after adoption of eco-friendly initiatives, strategies as well as policies.
It is determined by me that it is significant for hotels to deal with issues in a proper manner as it
has direct influence on the brand image of company. This research provides vast information to
me that helped me in making right and valid judgement within the study. For undertaking current
investigation, I have use various methods and techniques for collecting data and information. In
addition to this, I have used structured questionnaire for gathering primary data through I had
acquire data directly from selected respondents. Furthermore, at the time of undertaking research
activities I have also faced various issues and complexities related with insufficient cost and
time. These issues putted negative impact over the end result of study. In order to overcome from
these issues, I have prepared a Gantt chart that consist each and every activity performed in
5

understanding research along with specified period of time. In addition to this, it help me to
categorise the overall research activity associated with the time period that help in completion of
research in set time period. Learning about such tool will assist me to attain objectives and
conduct future research timely and effectively. With the assistance of this, overall study can be
easily completed without any kind of issues and delay. By the help of respective investigation, I
am able to improve my skills such as data interpretation, data analysis, time management and
many more that will help me to gain better results and attain positive outcome as well. Apart
from this, my communication and interaction skills is improved which will help me in future to
develop relations with people and convey them and grab opportunities as well. I become more
competent to accumulate and interpret data that is needed in order to draw effective and accurate
conclusion. Furthermore, this research help me in future to perform investigation and to gain
more opportunities in an effective manner.
P7 Alternative research methodology & lessons learn in view of the results
For every researcher, it is complex or difficult to select an effective method of research in
context of gaining and drawing favourable outcomes. In addition to this, there are different
methods which is used by investigator in order to accumulate and gather in-depth information
about the particular topic and to collect data from the respondents. For respective investigation,
Questionnaire is undertaken by the researcher as it assist investigator to perform survey in an
effective manner and gather information. Along with this, questionnaire is considered as one of
the important research instrument that help in accumulation of information based on the statistics
and figures as well. Moreover, survey research method is an effectual tool in context of gathering
information and is also easy to implement. This assist researcher to know about the view points
of respondents about eco-friendly strategies, initiatives and policies that is waste management,
energy or water conservation and so on that impact directly on the decision-making of
customers. On the other hand, it is beneficial for firm to sustain and gain higher growth as well
as development at marketplace. Interview is undertaken as an effectual form of alternative
methodology which would be used by investigator in order to conduct research in future. It is
basically a method of primary data collection which assist researcher in collecting of qualitative
information about the particular topic (Melissen and Sauer, 2018). Moreover, survey method is
useful and appropriate for the complex situation. Apart from this, such method has negative
impact for investigator as it requite high time as well as cost.
6

CONCLUSION and RECOMMENDATION
Here are few recommendations for Queens Park Hotel which will contribute in
sustainable development of the business. They should focus on implementing and monitoring the
progress of the green initiatives taken by the high authorities along with its skilled staff. The
current focus of the company is to reduce the extra expenses in order to use that money in
implementation of different eco-friendly strategies. They can save the water used in flushing
toilets by using this this water in rainwater harvesting through the system of flushing fed.
Moreover they can also use the low-flow shower heads in order to reduce the water wastage.
Moreover, it is recommended to the company to develop and enhance its services by the help of
virtual reality, installation of green technology and 360 degree video presentation as it help in
grabbing the attention of people and also aid in influence the decision making of customers in a
positive manner (Ozturkoglu, Sari. and Saygili, 2019). The management of the hotel must focus
on using renewable sources of energy that is use of solar power and wind energy. It will help in
reducing the extra cost and expenses taking place in carrying the business operations. They can
reuse the linens and towels in order to save water, detergent and energy as it will help in
reducing the effect of greenhouse gases. In order to enhance its goodwill and brand name in the
marketplace the hotel must participate in the waste management. The hotel can also install the air
filters and also need to take measures for the smoking areas in order to avoid the involuntary
exposure to second hand smoke. Furthermore they can also install green roofs with the motive to
improve the air quality that is with the use of recycled materials in the growing medium. They
should take measures in order to avoid they use of plastic packaging as it leads to high level of
pollution and should focus on using recycle bags.
The sustainability in an hospitality industry help the business to strategically plan and
adopt practices through which social welfare practices can be done and better environmental
policies can be made and followed. Sustainability help the industry to minimise the wastage and
some cost efficient methods can be followed. Some of the eco friendly strategies are formed by
the organisation which can help the business to influence the decision of the customers and their
opinions about the products and services which are provided by the industry. Some of the
strategies such as analysing the customer behaviour and meeting the consumer demand can help
the business to operate for a long-term. The industry follow several strategies which help the
business to operate the in the market for long-term. It is determined that it is important for
7

researcher to make use of effective data collection method so that valid and reliable conclusion is
drawn in an effective manner. In addition to this, with the help of Gantt chart, research is able to
complete the investigation within set time period.
8

REFERENCES
Books & Journal
Floričić, T., 2020. Sustainable solutions in the hospitality industry and competitiveness context of
“green hotels”. Civil Engineering Journal, 6(6), pp.1104-1113.
Gerdt, S.O., Wagner, E. and Schewe, G., 2019. The relationship between sustainability and
customer satisfaction in hospitality: An explorative investigation using eWOM as a data
source. Tourism Management, 74, pp.155-172.
Gutiérrez-Martínez, I. and Duhamel, F., 2019. Translating sustainability into competitive
advantage: the case of Mexico’s hospitality industry. Corporate Governance: The
International Journal of Business in Society.
Kılıç and et. al., 2021. Drivers and consequences of sustainability committee existence? Evidence
from the hospitality and tourism industry. International Journal of Hospitality
Management, 92, p.102753.
Melissen, F. and Sauer, L., 2018. Improving sustainability in the hospitality industry. Routledge.
Ozturkoglu, Y., Sari, F.O. and Saygili, E., 2019. A new holistic conceptual framework for
sustainability oriented hospitality innovation with triple bottom line
perspective. Journal of Hospitality and Tourism Technology.
Pirani, S.I. and Arafat, H.A., 2016. Reduction of food waste generation in the hospitality
industry. Journal of Cleaner Production, 132, pp.129-145.
Aragon-Correa, J. A., Martin-Tapia, I. and de la Torre-Ruiz, J., 2015. Sustainability issues and
hospitality and tourism firms’ strategies. International Journal of Contemporary
Hospitality Management.
Gerdt, S. O., Wagner, E. and Schewe, G., 2019. The relationship between sustainability and
customer satisfaction in hospitality: An explorative investigation using eWOM as a data
source. Tourism Management. 74. pp.155-172.
Martínez-Martínez, A., and et.al., 2019. Knowledge agents as drivers of environmental
sustainability and business performance in the hospitality sector. Tourism
Management. 70. pp.381-389.
Martínez, P., Herrero, Á. and Gómez‐López, R., 2019. Corporate images and customer
behavioral intentions in an environmentally certified context: Promoting environmental
sustainability in the hospitality industry. Corporate Social Responsibility and
Environmental Management. 26(6). pp.1382-1391.
9

10