Analyzing Eco-Friendly Initiatives and Consumer Hotel Selection

This report examines the significant role of eco-friendly initiatives, strategies, and policies in shaping consumer decision-making when selecting a hotel. The study delves into the concept of consumer decision-making, exploring how factors like market offerings, attitudes, lifestyle, and reference groups influence choices. It assesses the impact of eco-friendly practices on building consumer trust, improving brand image, and gaining a competitive edge within the hospitality sector, with a specific focus on Intercontinental Hotels & Resorts. The research employs a positivism philosophy and a deductive approach, utilizing a quantitative survey method for data collection through questionnaires. Key findings highlight the effectiveness of eco-friendly initiatives, such as energy conservation, green infrastructure investments, and waste reduction, in attracting consumers. The report concludes with recommendations for Intercontinental Hotels to enhance its sustainability efforts and positively influence consumer behavior. The literature review encompasses the concept of consumer decision making along with the different eco-friendly initiatives, policies and strategies that can be used by Intercontinental Group of Hotels & Resorts.

Research Project
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Table of Contents
Topic - "The role that eco-friendly initiatives, strategies and policies have upon consumer
decision making in selecting a hotel"..............................................................................................1
INTRODUCTION...........................................................................................................................1
Background of Study..............................................................................................................1
Research Aim.........................................................................................................................1
Research objectives................................................................................................................1
Research Questions................................................................................................................1
Rationale of study...................................................................................................................2
LITERATURE REVIEW................................................................................................................2
To understand the concept of consumer decision making......................................................2
To assess the role of eco-friendly initiatives, policies and strategies in consumer decision
making in hospitality organisation.........................................................................................2
To identify different eco-friendly initiatives, policies and strategies that can be use by
Intercontinental Group of Hotels & Resorts...........................................................................3
RESEARCH METHODOLOGY.....................................................................................................4
Research philosophy...............................................................................................................4
Research approach..................................................................................................................4
Research design......................................................................................................................4
Research strategy....................................................................................................................5
Data collection method...........................................................................................................5
Sampling.................................................................................................................................7
DATA ANALYSIS AND FINDINGS............................................................................................7
Data analysis...........................................................................................................................7
Finding of study......................................................................................................................9
CONCLUSION..............................................................................................................................16
RECOMMENDATIONS...............................................................................................................16
REFERENCES..............................................................................................................................17
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Topic - "The role that eco-friendly initiatives, strategies and policies have
upon consumer decision making in selecting a hotel"
INTRODUCTION
Background of Study
Consumer decision making is the process that comprises of evaluating about the various
needs and wats of a consumers on the basis of which various available options are also analysed
after which a proper purchases decision is made by a customer to meet identified need in most
efficient manner. Eco-friendly initiatives taken by company plays significant role in consumer
decision making. The initiatives like energy conservation and investing in green infrastructure
helps in improving the sustainability and brand image of hotel. InterContinental Hotels &
Resorts is one among the well-known hotel brand which was established in year 1946 and is
headquartered in Denham, Buckinghamshire, United Kingdom. Sustainability plays very
significant role in growth and success of hotel. This project intent to analyse the role of eco-
friendly initiatives, policies and strategies have upon consumer decision making in hospitality
organisation.
Research Aim
The aim of this particular study project is "To analyse the role of eco-friendly initiatives,
policies and strategies have upon consumer decision making in hospitality organisation. A case
study on Intercontinental Group of Hotels & Resorts."
Research objectives
The research objectives associated to this study are as follows:
1. To understand the concept of consumer decision making.
2. To assess the role of eco-friendly initiatives, policies and strategies in consumer decision
making in hospitality organisation.
3. To identify different eco-friendly initiatives, policies and strategies that can be use by
Intercontinental Group of Hotels & Resorts.
Research Questions
The research questions in relation to this study are provided below –
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1. What is the concept of consumer decision making?
2. What is the role of eco-friendly initiatives, policies and strategies have upon consumer
decision making in hospitality organisation?
3. Which are the different eco-friendly initiatives, policies and strategies that can be use by
Intercontinental Group of Hotels & Resorts?
Rationale of study
This study is based on the title “The role that eco-friendly initiatives, strategies and policies
have upon consumer decision making in selecting a hotel”. The main reason of choosing this
study is that it assists in understanding the concept of consumer decision making. Apart from
this, the study help researcher in assessing role of eco-friendly policies, initiatives and strategies
in consumer decision making and hospitality organisation and determining different eco-friendly
initiatives that can be used by hotel in order to improve its sustainability in market. The study
will be very effective for hotel in determining the role that eco-friendly initiatives play in
decision making of consumers while selecting hotel.
LITERATURE REVIEW
To understand the concept of consumer decision making
As per the view point of Zuschke, (2020), the concept of consumer decision making
mainly reflects a set process through which a consumer become aware about and identify its
personal needs and wants along with collecting the required information about how they nest
satisfy and meet these needs (Consumer Decision Making, 2021). Thus, an analysis can be made
that it is very important and vital for a business organisation to have effective understanding
about the consumer decision making and their behaviour in order to create an intent of
purchasing in these customers in favour of their products and services. Further, it has been also
seen that the consumer decision making is the key for an organisation to effectively understand
and emphasis the various possible challenges and opportunities of the market as maximum
number of business changes are based on and lead out by behaviour and decision of customers.
thus, it is high essentially and vital for a firm to align its business activities with the customer’s
behaviours and decision making. Therefore, an analysis can be made out that consumer decision
making comprises of a process which is adopted and under gone by a customer while making a
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choice and decision about the purchase which directly and significantly affects the business
activity and performance of an organisation.
To assess the role of eco-friendly initiatives, policies and strategies in consumer decision making
in hospitality organisation.
With respect to the information provided by the Hwang, Kim, and Gulzar, (2020), it has
been analysed that a significant and optimistic form of role of eco-friendly initiatives, policies
and strategies in consumer decision making is seen in hospitality organisation. It has been seen in
recent years that the customers are becoming more and more aware and conservative towards
environment which is exerting a pressure on hospitality industry to adopt and come up with eco-
friendlier strategies and initiative to lead a positive impact on the mind set and behaviour of
customers. it has been analysed that adopting eco-friendly initiatives, policies and strategies in
consumer decision making in hospitality organisation is playing a crucial role in boosting the
trust of consumers and lead a positive and significant influence the perception of green practises
and environmental friendly initiative. It has been analysed that implication eco-friendly practises
leads a positive impact on environment and ensures water and energy conversation which creates
an improved brand image and better goodwill for hotels which influence and attract larger
number of customers. apart from this, adopting of eco-friendly initiatives, policies and strategies
within a hotel ensures creation of improved quality of life for customers that is based in more
green and sustainable practises thus, influence and caters decision making of larger number of
customers in their favour. Thus, an analysis can be made out that having eco-friendly initiatives,
policies and strategies within hospitality industry plays a vital role in consumer decision making
which influence them in favour of a hotel by the way of creating an improved and positive image
along with building trust and meeting expectations of customers.
To identify different eco-friendly initiatives, policies and strategies that can be use by
Intercontinental Group of Hotels & Resorts.
According the view point of Laura Fredericks, (2020), implication of eco-friendly
initiatives, policies and strategies have become vital and essentially needed for hospitality
industry to have positive influence in consumer decision making. Thus, the main eco-friendly
initiatives, policies and strategies that can be adopted and utilised by InterContinental Group
hotels are provided and discussed as below:
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Incorporation of reusable dishes, silverware, glasses and mugs- the first and foremost step
taken by Intercontinental hotel in support of eco-friendly initiatives, policies and strategies
comprise of cutting down the use of plastic serving ware, straws and paper plates which are non-
degradable and creates pollution. Further, using reusable dishes also ensures and leads to lower
supply cost and more effective waste management which ensure more effective eco-friendly
initiatives, policies and strategies.
Automate water and energy conservation- making use of aerators on the bathroom sinks is
an effective eco-friendly initiative which helps in reducing water usage and its wastage. Further,
replacing standard toilets with the one that have low flow and dual flush version is also an
effective strategy to conserve water and also limit wastage of water resources. Beside this,
swiping up of traditional lights with a more energy saving lights along with proper sensors to
ensure conservation of light through automatically tuning them off when their use is not
required.
Investing in green infrastructure- It is also a vital and effective way to ensure eco-
friendly initiates and strategies at Intercontinental hotels through spending more on green
infrastructure. Making use of solar panel and energy star rated heating and cooling system are
effective ways to ensure eco-friendly initiative. Apart from this, having geothermal cooling
towers along with suitable water recovery and recycling systems are also effective eco-friendly
initiatives and strategies that can be use by Intercontinental Group of Hotels & Resorts.
RESEARCH METHODOLOGY
Research philosophy
Research philosophy is an area that deals with nature, source and development of
knowledge. The research philosophies use in research includes positivism, realism,
interpretivism, pragmatism. In realism philosophy, the methods selected should fit the subject
matter. In positivism philosophy, the method selected must be highly structured and pragmatism
use mixed or multiple method. On the other hand, interpretivism philosophy use in-depth
method. In this study, positivism philosophy is used as it is based on quantitative method and
recognise only that which can be verified scientifically or is capable of mathematical or logical
proof.
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Research approach
Research approach is the procedure and plan which involves the step of broad assumptions
to detailed approaches of collection and analysis of data. Mainly two approaches are utilised in
research including inductive and deductive approach. The inductive approach is based in
development of theory whereas deductive is based on existing theory. This study uses deductive
research approach as it aims at testing of existing theory. Apart from this, using this approach
makes it possible for investigator to measure concepts quantitatively.
Research design
Research design is of two types involving quantitative research and qualitative research
design. In quantitative design, numbers and statistics are use whereas qualitative research use
meanings and words. This study uses quantitative research method as it enables researcher to test
hypothesis through systematic collection and analysis of data. It also enables researcher to collect
numeric data which help in ensuring more accuracy of research outcomes.
Research strategy
The research strategy is the plan for performing a particular research study. Different types
of research strategies include action oriented research, case study, quantitative survey, systematic
literature review, qualitative interview etc. Among all these methods, quantitative survey method
is used in this study. In this, researcher develops set of questions in written format to be
answered by respondents. The reason behind using this strategy is that it is the widely used
strategy for collecting numeric data about the study.
Data collection method
Data collection is defined as the method through which researcher can gather data. There
are two ways through which data can be gathered. These including primary method and
secondary method. The primary method is based on collection of fresh data which will be
collected for the first time and the secondary method is based on gathering the data which is
already collected before. In this investigation, both methods of data collection are used by
researcher in which the primary data gather by using questionnaire and secondary data is
gathered through using books, articles and journals published previously. The questionnaire used
in this study is provided below:
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Questionnaire
Name –
Address –
Age –
Email –
Q 1) Do you have any awareness regarding the concept of consumer decision making?
a) Yes
b) No
Q 2) According to you, which factor contribute to influence the decision making of
consumers?
a) Market Offerings
b) Attitude and beliefs
c) Lifestyle
d) Reference groups
e) All of the above
Q 3) What is the role of eco-friendly initiatives, policies and strategies in consumer decision
making in hospitality organisation?
a) Improving trust of consumers
b) Improved brand image
c) Provide competitive edge
d) Maximize profitability
Q 4) How effective eco-friendly initiatives, policies and strategies are for Intercontinental
Group of Hotels & Resorts in improving its brand image?
a) Highly effective
b) Effective
c) Neither effective nor ineffective
d) Ineffective
e) Highly ineffective
Q 5) According to you, what is the relationship between eco-friendly initiatives use by hotel
and its productivity and performance in market?
a) Positive relation
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b) Negative relation
c) No relation
Q 6) Which eco-friendly initiative is most appropriate for Intercontinental Group of Hotels
& Resorts to adopt?
a) Energy conservation
b) Recycling and waste reduction
c) Investing in green infrastructure
d) Eco-friendly cleaning products
e) All of the above
Q 7) What can be the impact of adopting eco-friendly initiatives on Intercontinental Group
of Hotels & Resorts?
a) Improves consumer awareness
b) Reduces operational costs
c) Improves sustainability
d) Attract more customers
Q 8) Do you feel that the current eco-friendly initiatives using by Intercontinental Group of
Hotels & Resorts are effective in improving its sustainability in market?
a) Yes
b) No
c) Neutral
Q 9) Recommend any other practice or strategy which can be utilize by Intercontinental
Group of Hotels & Resorts for influencing consumer decision making
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Sampling
Sampling is the process researcher used to select sample from large population. It can be
done by using probability and nonprobability sampling method. This study makes use of simple
random probability sampling in which the sample is collected on random basis where the
probability of each individual of being selected is equal. Use of this method ensure elimination
of biasness from the study.
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DATA ANALYSIS AND FINDINGS
Data analysis
Q 1) Do you have any awareness regarding the concept of consumer
decision making?
Frequency
a) Yes 26
b) No 4
Q 2) According to you, which factor contribute to influence the decision
making of consumers?
Frequency
a) Market Offerings 7
b) Attitude and beliefs 6
c) Lifestyle 5
d) Reference groups 4
e) All of the above 8
Q 3) What is the role of eco-friendly initiatives, policies and strategies
in consumer decision making in hospitality organisation?
Frequency
a) Improving trust of consumers 7
b) Improved brand image 8
c) Provide competitive edge 7
d) Maximize profitability 8
Q 4) How effective eco-friendly initiatives, policies and strategies are
for Intercontinental Group of Hotels & Resorts in improving its brand
image?
Frequency
a) Highly effective 14
b) Effective 10
c) Neither effective nor ineffective 2
d) Ineffective 3
e) Highly ineffective 1
Q 5) According to you, what is the relationship between eco-friendly
initiatives use by hotel and its productivity and performance in market?
Frequency
a) Positive relation 22
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b) Negative relation 6
c) No relation 2
Q 6) Which eco-friendly initiative is most appropriate for
Intercontinental Group of Hotels & Resorts to adopt?
Frequency
a) Energy conservation 5
b) Recycling and waste reduction 4
c) Investing in green infrastructure 5
d) Eco-friendly cleaning products 6
e) All of the above 10
Q 7) What can be the impact of adopting eco-friendly initiatives on
Intercontinental Group of Hotels & Resorts?
Frequency
a) Improves consumer awareness 8
b) Reduces operational costs 7
c) Improves sustainability 8
d) Attract more customers 7
Q 8) Do you feel that the current eco-friendly initiatives using by
Intercontinental Group of Hotels & Resorts are effective in improving
its sustainability in market?
Frequency
a) Yes 15
b) No 11
c) Neutral 4
Q 9) Recommend any other practice or strategy which can be utilize by Intercontinental
Group of Hotels & Resorts for influencing consumer decision making
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Finding of study
Theme 1: Awareness regarding the concept of consumer decision making
Q 1) Do you have any awareness regarding the concept of consumer
decision making?
Frequency
a) Yes 26
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b) No 4
Interpretation: As per the above chart it can be integrated that according to 26 out of 30
respondents, they have awareness about the concept of consumer decision making and the
remaining four respondents have no awareness regarding the concept.
Theme 2: Factor contribute to influence the decision making of consumers
Q 2) According to you, which factor contribute to influence the decision
making of consumers?
Frequency
a) Market Offerings 7
b) Attitude and beliefs 6
c) Lifestyle 5
d) Reference groups 4
e) All of the above 8
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