This project investigates the impact of eco-friendly initiatives, strategies, and policies on consumer decision-making within the hospitality industry, specifically focusing on Hillier restaurant Syon Park. The research begins with an introduction outlining the rationale, research questions, aims, objectives, and significance of the study, emphasizing the importance of eco-friendly practices for business performance and customer retention. Chapter 2 reviews the literature on the trends of eco-friendly strategies, their influence on customer decision-making, and the challenges faced by businesses in implementing these practices. The methodology, detailed in Chapter 3, employs an interpretivism philosophy and an inductive research approach, utilizing qualitative research methods such as surveys and literature reviews. The research instruments include questionnaires and secondary sources like books and journals. The sampling strategy involves purposive sampling of 30 customers. Ethical considerations, including data confidentiality and informed consent, are also addressed. Chapters 4, 5, and 6 present the findings, discussion, conclusion, recommendations, and implications for further research, highlighting the importance of energy waste reduction and the potential for future quantitative studies using statistical software.
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