The Impact of Eco-Friendly Products on Hotel Consumer Decisions

This research project examines the influence of eco-friendly products on consumer decision-making in the context of hotel selection, specifically focusing on Premier Inn. The study begins with an introduction outlining the research aim, objectives, and questions, emphasizing the growing importance of sustainability in the hospitality sector. A comprehensive literature review follows, exploring the significance of eco-friendly practices, detailing products used for sustainability, and identifying challenges faced by hotels in implementing these practices. The methodology section details the research philosophy, approach, methods, instruments, sampling strategy, and ethical considerations. Findings, discussion, and conclusions are presented, offering insights into consumer preferences and providing recommendations for hotels to enhance their sustainability efforts. The report culminates in a discussion of the research's significance, limitations, and potential for future studies, contributing to the understanding of eco-friendly products' role in the hospitality industry.

Research Project

Contents
Title: The role that eco-friendly products have upon consumer decision making in selecting a
hotel..................................................................................................................................................3
Chapter 1- INTRODUCTION.........................................................................................................3
1.1 Research aim:...................................................................................................................4
Rationale for the research.......................................................................................................4
1.2 Research Objectives:........................................................................................................4
1.3 Research Question:...........................................................................................................4
1.4 Significance for the research............................................................................................4
Chapter 2- Literature Review...........................................................................................................5
2.1: Introduction to Literature review....................................................................................5
2.2: Main body........................................................................................................................5
2.3 Conclusion of literature review........................................................................................7
Chapter 3- Methodology..................................................................................................................7
3.1 Research Philosophy........................................................................................................7
3.2 Research Approach...........................................................................................................8
3.3 Research Methods and Methodologies.............................................................................8
3.4 Research Instrument/Tools...............................................................................................8
3.5 Sampling...........................................................................................................................8
3.5.1 Identifying Population and Research Site.....................................................................8
3.5.2 Sampling Strategy.........................................................................................................8
3.6 Ethical Implications..........................................................................................................9
Chapter 4- Findings (Data analysis and presentation)...................................................................11
Chapter 5- Discussion (Data interpretation)..................................................................................21
Chapter 6- Conclusion, Recommendations and further implication..............................................23
REFERENCES..............................................................................................................................26
APPENDICES...............................................................................................................................27

Title: The role that eco-friendly products have upon consumer decision
making in selecting a hotel.
Chapter 1- INTRODUCTION
In the present time period, the preferences of customers is changing as they prefer to
consume or buy those services which are ecofriendly. It is important for hotels to be sustainable
which reduce their environmental impact, green best practices in maintenance, products, supplies
and many more (Agag and Shaalan, 2020). There are various ecofriendly products used by hotels
for achieving sustainability such as using of reusable cups and glass, biodegradable packaging,
water conservation techniques and many more. For the present study, Premier Inn in is taken into
consideration. It is a British hotel chain and UK's largest hotel brand which was established in
the year 1987. In addition to this, it has more than 800 hotels globally which shows the market
presence of organization is high. The report will cover the role of eco friendly products Upon
consumer decision-making while selecting a hotel.
1.1 Research aim:
“To analyse the role of eco-friendly products on the consumer decision making within a
hotel”. A study on Premier inn.
Rationale for the research
One of the main reason to conduct study is to gain knowledge about the role of Eco
friendly products on consumer decision-making in selecting a hotel. In addition to this, it help
researcher to gain insight about importance of eco friendly products within the hotel and the eco
friendly products used by hotels for achieving sustainability. Apart from this, it help researcher
in both personal and professional context. In relation to personal, it help in improving skills such
as data analysis, data interpretation, data collection and many more. Moreover, this is study will
help researcher to conduct future studies more systematically and gain positive outcome as well.
1.2 Research Objectives:
 To identify the importance of eco-friendly products within a hotel.
 To determine the eco-friendly products used by Premier inn hotel for sustainability.
 To examine the challenges faced by Premier while using eco-friendly products within the
hotel.
 To recommend eco-friendly products can be implemented by Premier Inn within the
hotel.

1.3 Research Question:
 What is the importance of eco-friendly products within a hotel?
 What are the eco-friendly products used by Premier inn hotel for sustainability?
 What are the challenges faced by Premier while using eco-friendly products within the
hotel?
1.4 Significance for the research
In the present time period, the use of eco-friendly products is increasing day to day. In
addition to this, the preference of customers is also changing as they shift towards using
ecofriendly products as it helps in protecting and safeguarding environment (Sia and Jose,
2019). In order to maintain performance and make the decision positive towards hotel it is vital
for organization such as Premier Inn to make use of eco-friendly product such as using of
biodegradable packaging, reusable glass and cups, automate conservation and so on. This study
will help in identifying the role of using ecofriendly products on consumer decision-making
while selecting a hotel. All this will lead an organization to develop brand image, enhance
performance, contribute towards Environmental Protection, attract large number of customers
and many more.
Chapter 2- Literature Review
2.1: Introduction to Literature review
Literature review is the section of report that is related with analysing the already existing
information that is to be collected by investigator. In this section there is analysis of the eco
friendly products that are used by the hospitality sector and the various the challenges faced by
Premier while using eco-friendly products within the hotel (Akhtar and et. al., 2019). Further,
based on all the information there are several recommendations that are drawn in context of
hospitality brand for the purpose of enhancing the sustainability measure in context of various
hospitality sector organisations.
2.2: Main body
The importance of eco-friendly products within a hotel
As per view points of proven partners (2021), Eco friendly hotels are working towards
building or operating in such a way to minimise the carbon footprint of business operations. The
main aim of eco friendly practices across hotels is designed to have a positive impact on the
external environment and the local community. With the changing environment there are many

environmental issues that are gaining momentum and a putting pressure on the available limited
resources in the society. Therefore, it becomes very crucial to use eco-friendly aspect as a tool to
maximize the optimum utilisation of available resources. With the growing customer awareness
on various environmental issues many hospitality brands are moving towards development of
green practices. It leads towards ecological initiatives and understanding the key drivers that can
influence the hotel choices for guest (Brazytė, Weber and Schaffner, 2017). In context of premier
inn it is one of the largest hotel chain say across UK is having higher commitment towards their
sustainability program that is for good. The main aim of this program is to eliminate single use
plastic from the hotels and restaurants by coming year 2025. They are already working closely
with the suppliers to identify the plastics they are using across the organisation to find the
various alternatives wherever possible. This is the biggest commitment made by premier in used
for the purpose of having a sustainable business practice (What Makes a Hotel ‘Eco-
Friendly’, 2021)
The eco-friendly products used by Premier inn hotel for sustainability
As per Luke Nicholls (2021), premier Inn being one of the global hospitality brands is
using some of the sustainable measures to incorporate into energy and water saving strategies.
They are using Earth’s natural energy foregrounding source heat pumps to pool and heat rooms
by providing hot water throughout the hotel. This brand is working towards level lighting where
very low energy LED lighting are used across hotel deceptions restaurant areas and bars. They
are using higher efficiency kitchen equipments that are installed to reduce the energy that is
wasted during refrigeration and cooking process. Further, the organisation has used Timber
flooring that is sustainable source certified can be used as a replacement for concrete ground
floors. One of the major innovations for eco-friendly products in premier inn is the new hotel
that includes intrusion of 10 kilowatt solar photovoltaic panels (Chandran and Bhattacharya,
2019). It is build up on the roof to offset the fore electric car charging ports at a site. This is one
of the nature eco friendly and sustainable moves that is already pursued by many other
hospitality brands across hotel industry (Premier Inn Is Removing All Unnecessary Single-Use
Plastics From Their Hotels By, 2025).

The challenges faced by Premier while using eco-friendly products within the hotel
As per views of Mihaela Simona Moise (2021), there is availability of limited
information with respect to Green management effort in the hospitality sector. Premier inn is
facing a severe issue of strategy and policy implementation process. There are a lot of associated
difficulties that arise in the course of fragmented development where the initiatives and
guidelines on green management are a cause of concern for the top management of the hotel.
In case of water conservation efforts some of the properties of premier inn are completely reliant
on borehole water. That leads to difficulty in implementing recycling solutions and grey water
reclamation (Choe, Kim and Hwang, 2020). The aim of Premier in is to provide a luxurious stay
for the patron’s but focusing on sustainable suppliers by using local cleaning products sometimes
lead to compromising with the aspect of luxury. There is higher associated cost with all the
reinforcement that is required to preserve and protect the precious environmental assets. It leads
to a negative impact on the overall revenue flow of the organisation. Some of the outlets of
Premier inn situated in South Africa are experiencing a negative impact the cause of severe
issues with the supply and cost of energy. This aspect is also affecting difficulty in
implementation of several sustainability initiatives by premier inn (The importance of green
practices for hotel guests: does gender matter, 2021).
2.3 Conclusion of literature review
It can be summarised from the above discuss literature review that sustainability is essential
for the purpose of preserving the natural available resources for the upcoming future generation.
Hospitality organisations are taking responsibility to preserve planet, people and resources
seriously (Horng and et. al., 2018). For this purpose many hospitality brands are working
towards leading sustainability commitment to ensure your cut and carbon emissions and proper
ecological measures.
Chapter 3- Methodology
Research methodology is basically an important factor for an investigation as it help in
conducting research activities systematically with the use of proper tools in best possible and
effective manner supported by strong evidences. For this, research onion framework is adopted
by researcher which involve different stages and are given below:

3.1 Research Philosophy
It is basically one of the significant layer of research method and herein research approach
is selected for collecting and gathering information (Hwang, Choe and Kim, 2020). In the
present study, deductive research approach is adopted in order to collect numerical information
that is easy to understand and represent as well.
3.2 Research Approach
For the present study, survey is taken into consideration as a research strategy. The main
reason behind choosing survey is it assist in collecting both secondary and primary information
(Kim, Malek and Roberts, 2019). Apart from this, it also allow researcher to gain in-depth
knowledge regarding topic which leads to attainment of research objectives timely.
3.3 Research Methods and Methodologies
There are mainly two forms of research method that is quantitative and qualitative. The
Present study is based on quantitative research as it help to collect numerical information within
less cost and time. Along with this, it also assist researcher in collecting data from authentic and
reliable sources.
3.4 Research Instrument/Tools
It is considered as one of the vital factor by which data is collected through primary as well
as secondary data collection method. In the present study, both methods of data collection is used
as it help in gaining valid conclusion. In order to collect primary data, questionnaire is developed
and to gather secondary data different articles, journals, online polls is taken into consideration
by researcher.
3.5 Sampling
It is basically the process of choosing a respective sample for the study out of total
population (Kwon and Ahn, 2020). It is vital for researcher to choose an appropriate sampling
method as the overall outcome and conclusion is based on it.
3.5.1 Identifying Population and Research Site
For the present study, 40 employees of Premier Inn is considered as respondents. The main
reason to select employees as respondents as they have knowledge regarding working and
policies which help in collecting data systematically and effectively.

3.5.2 Sampling Strategy
There are basically two types of sampling method that is non-probabilistic and
probabilistic. In context to the present study, random sampling which is a part of probabilistic
method is used. One of the main reason of selecting this method is it provide equal chance to
everyone.
3.6 Ethical Implications
It is vital for research to consider all the ethical principles in order to conduct this study
systematically and effectively (Lo and Yeung, 2020). The ethical principles are informed
consent, confidentiality, anonymity and many more. All this will help researchers to implement
research activities in a systematic and timely manner.
Research limitation: It is analyzed that every study is associated with some kind of
limitations that is insufficient fund, high risk, lack of time and many more. For this it is vital for
researchers to develop a backup plan as it help in declining the level of risk and implement
research activities properly and effectively.
Questionnaire:
Q1. Are you aware with the concept of eco-friendly products used in
hotels?
Frequency
a) Yes 32
b) No 8
Q2. What is the importance of eco-friendly products within a hotel? Frequency
a) Develop brand image 10
b) Decline cost 10
c) Attract large number of customers 10
d) Contribution towards environment protection 10
Q3. According to you, is it important for hotels to use eco-friendly
products for achieving sustainability?
Frequency
a) Yes 34
b) No 6
Q4. What is the impact of using eco-friendly products on the Frequency

performance and brand image of hotels?
a) Positive impact 22
b) Negative impact 12
c) Neutral 6
Q5. What are the eco-friendly products used by Premier inn hotel for
sustainability?
Frequency
a) Using of reusable glass and cups 15
b) Water conservation techniques 8
c) Biodegradable packaging 10
d) Automate conservation 7
Q6. As per your view point, is above mentioned eco-friendly products
used by premier Inn help in attracting and retaining customers?
Frequency
a) Yes 30
b) No 10
Q7. How does eco-friendly reputation impact hotel guests? Frequency
a) Perceived effectiveness 15
b) Eco-friendly behaviour 12
c) Eco-friendly purchasing decision 13
Q8. According to you, is selection of eco-friendly product help
restaurant to attain ecological behaviour?
Frequency
a) Yes 33
b) No 7
Q9. What are the challenges faced by Premier while using eco-friendly
products within the hotel?
Frequency
a) Increase in cost 16
b) Recycling trap 7
c) Changing day to day preference of customers 10
d) Decline in brand image 7
Q10. As per your view point, why is it important for hotels to use eco-
friendly products?
Frequency
a) Meet with increasing demand of eco-friendly products 10

b) Maintain performance 11
c) Enhance productivity 9
d) Develop brand image 10
Q11. Do you believe that eco friendly products can provide Premier Inn
in long run?
Frequency
a) Yes 30
b) No 10
Q12. Do you feel that eco-friendly products contribute towards
environment protection or conservation by Premier Inn?
Frequency
a) Yes 29
b) No 11
Q13. What is the contribution of workforce towards eco friendly
packaging in Premier Inn?
Frequency
a) Participating in decision making 13
b) Creative and innovative ideas 12
c) Implementation of strategies formulated by leaders 15
Q14. How do customers get affected by eco friendly packaging by
Premier inn?
Frequency
a) There is contribution towards sustainability 15
b) Reduction of wastage 10
c) Better management of resources 15
Chapter 4- Findings (Data analysis and presentation)
Q1. Are you aware with the concept of eco-friendly products used in
hotels?
Frequency
a) Yes 32
b) No 8

a) Yes b) No
0
5
10
15
20
25
30
35 32
8
Q2. What is the importance of eco-friendly products within a hotel? Frequency
a) Develop brand image 10
b) Decline cost 10
c) Attract large number of customers 10
d) Contribution towards environment protection 10
a) Develop brand
image b) Decline cost c) Attract large
number of customers d) Contribution
towards environment
protection
0
2
4
6
8
10
12
10 10 10 10
Q3. According to you, is it important for hotels to use eco-friendly Frequency