MKTB469 International Marketing and Strategy

Part I:

A greatest towel- related dilemma was faced by travellers about whether to use the towels provided by hotel during their stay in the hotel. In recent years, there have been questions related to removal of hotel towels or whether not to use the towels they provide. With the adoption of environmental programs by the hotels, there have been more and more travellers who find themselves insisted to use their own towels in order to save the environmental resources with the help of saving energy as well as reducing the number of pollutants which are detergent- related into the environment. This is the social norms of the people who are concerned about the environment. Social norms are the acknowledged standards of the behaviour of a particular social group. There are some groups of people who reward the hotel that show concern on environment through their business practises (Goldstein, Cialdini & Griskevicius 2008). Some guests are consistently informed that by using one towel, they can conserve the natural resources as well as help to save the environment from further corruption, depletion and disruption. There have been researches made by the hotel which states that there are almost 75% of guests who have at least once used the hotel towel during their stay. Social norms are the rules of behaviour as they inform the group members to interpret a provided situation about how they feel and how they behave. Therefore, it can be said that the social norms influence the environmental conservation in relation to the article as the people are worried about environment while using the towels provided by hotel.

This knowledge of the people concerning about environment must be utilized by the managers in order to promote environmental conservation. It is believed that the hotels should focus on the internal management of the products, materials as well as processes that can have a negative impact on the environment and that can add costs to minimise the efficiency within their operations. It is important for the organisation to recognise the proactive environmental management which can be good for the business while leading it to a more efficient, cost- effective and with more profitable results. As there are people who have concerns about the use of towel within the hotel during their stay, the hotel must take several initiatives to reduce the use of towels or having an alternative for the towel which will be renewable and that will not impact the environment (Goldstein, Cialdini & Griskevicius 2008). Therefore, it can be said that the internally- concerned practises should be implemented that will contribute in sustainable development.  These necessary steps taken by the managers can help the hotel to become an environmentally concern brand which will attract a lot of guests who themselves have a concern about the environment.

Part II:

In order to motivate the people toward sustainability, the studies about conservation psychology states that the attitude and behavior of people about the natural environment should be developed (Temminck, Mearns & Fruhen 2015). This can be done by providing the people with the right amount of knowledge about the environment and how to save it. Sometime the people are hesitant to do something with which they are not familiar, but it should be reassured that they try new actions. There have been several organizations who have been committed to reduce their impact on the environment in the recent years (Di Fabio & Peiró 2018). The organization can have a sustainable newsletter section. If the organization sends newsletter or any other form of updates to their customers or other businesses, then they will be able to incorporate a part of their organization’s sustainability efforts. (Pantelic, Sakal & Zehetner 2016). This section of sustainability can include several things like the sustainable accomplishments of the company, statistics as well as tips for recycling and energy conservation. When an organization promotes sustainability, it raises an awareness for the other people who can help them in the movement. There are many consumers and companies who invest in organization that value the environment. Therefore, newsletter section will help the brand to show that that the business is committed.

References:

Di Fabio, A., & Peiró, J. M. (2018). Human Capital Sustainability Leadership to promote sustainable development and healthy organizations: A new scale. Sustainability, 10(7), 2413.

Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of consumer Research, 35(3), 472-482.

Pantelic, D., Sakal, M., & Zehetner, A. (2016). Marketing and sustainability from the perspective of future decision makers. South African Journal of Business Management, 47(1), 37-48.  

Temminck, E., Mearns, K., & Fruhen, L. (2015). Motivating employees towards sustainable behaviour. Business Strategy and the Environment, 24(6), 402-412.

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