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Definition of Green in relation to hospitality industry
The green phenomenon is a technology that has been acquired and being implemented in the hospitality industry with the aim of saving on the general expenses of the industry and at the same time conserving the environment (Yudelson, 2007). This is a movement that advocates for the use of the locally available materials in establishing and maintaining the social amenities like hotels, motels tourist resorts, restaurants and the likes. In utilizing such resources, it gives the building a natural look at the same time saving on the general expenses of the hotel. The green phenomenon gains its support from the fact that when a building and the facilities there in are designed in a natural form, they create a similar feeling to the guests making them even more comfortable.
The green phenomenon is also a term that is used to assure the public that the measures being taken to process a certain product are safe to them and to the environment. It is all about giving a product a certain description of what it is made of and how it is the best for use (Vallero, 2008). This came of importance when it was discovered that some products may be harmful to the human system due to the substances that have been mixed. The consumers hence became particular with the contents of the products that they were buying which motivated the inception of the green labels.
The green phenomenon has raised a lot of debate among the various organizations and individuals. There seems to be a lack of understanding on what exactly the term means. To many it is all about doing much for less, being able to manage a large premise with minimum resources (Goldbeck, 1995). With the current high living standard accompanied by a series of economic instability among various nations, businesses are hungry for any advices that will enable them increase their savings as they minimize on the use of resources. Going green is therefore a term that has been so much exaggerated by others. The going green movement was not meant in any way to compromise on the quality of services being provided by hospitality industries as many are currently using it. It was in the real sense to add an economical beauty to the establishment.
Greening is a phenomenon that was developed in the mid sixties after it was discovered that a lot of facilities are being wasted in hotels. This was also affecting the environment and the ecosystem making it even more expensive (Fuad, 2002). This was also done with the aim of boosting the hospitality industry and making sure that people enjoy absolute comfort at a minimal price. Since its inception, several hotels have sought to seek the green recognition from the various registrars. There has however been inadequate supervision in ensuring that the required terms and conditions are followed which raises questions on exactly what the management does to reduce on their total expenditure.
Most people have criticized the viability of this phenomenon terming it as a compromise on the quality of services being offered. To most people it is all about reducing the overhead expenses or luring the unsuspecting consumers to use certain product which may lead to compromise on the wellbeing of the customers (Callenbach, 1993). When it was established, its aim was to encourage the hospitality industry management to consider using locally available techniques that are easily available and less costly. This was due to the fact that, the hotels sought to furnish their buildings with sophisticated wares some which had to be imported and ignoring the locally available ones. Such importation leads not only to cultural degradation but also a threat to the ecosystem.
The area of greatest concern was the amount of energy that was used in the hotels. It was discovered that a lot of power was used to light up and also to heat and cook. There has been a massive waste of resources that can be recycled and used again (Ryan, 1997). Hotels have not been careful in observing the green label marks with the assumption that their guests may non bother much whether they are environment friendly or not. After all they are serving them just for a shorter while. Even those with the green label status have not displayed them to their guests.
The use of eco-friendly facilities and equipments will minimize on the risks involved in using some of the chemically refined products. Such products have been in the past related to be among the high contributors of some infections. Chemically refined products go through a series of mechanical processes that may prove to be harmful to the human organs. The high numbers of cancerous infections have been related to some of the food chemicals that are usually added to the products to either preserve them or improve their quality (Morris, 1997). Some of the imported food products may also not be suitable when used in other countries; this is because of the different makeup of the people and the varying nutritional needs. The green phenomenon advocates for the use of natural products that are located in the country of origin. This will not only minimize on the expenses that will be incurred on importing them but it will ensure that all the products consumed are fresh and safe.
The green phenomenon gave rise to higher preference of the herbal products both domestically and industrially (Greenberg, 2007). There has been a high demand for products that came with the herbal label. This was generally due to the awareness that the chemically manufactured products were risky to the human body. There still rose many questions on the purity of such substances since the same companies that were manufacturing the chemical ones still advertised new ones with a greener label. It was common in the eighties and early nineties to see herbal toothpastes, soaps, creams and so forth (Rosenberg, 2002). The herbal industry was quit a boom but later on subsided. This was due to the immergence of some other fake industries that did not in the real sense follow the necessary procedures in producing the products; they were mainly taking advantage of the consumers interest and giving them substandard products that harmed them instead.
Application in industry
There are yet more emphasis to encourage industries and individuals to use green products and equipments. There has been an influx of energy saving lamps that ensure a good value for the pocket at the same time minimizing on the pressure that was earlier on exerted on such resources (Lilienfeld, 1998). The green movement also advocates for the use of recyclable materials to avoid wasting them after use. Such products have mainly included plastic and paper instead of metals and glasses. The advantages that the plastics have over paper are that they are chemically manufactured and can be melted and used again. Metals have to be mined, smelted and then remoulded into appropriate shapes. The smelting process of metals is slightly expensive and consumes more energy compared to the process of melting plastics.
When it comes to environmental conservation, it is clear that using plastics is less costly to the environment. Metals have to be mined, a procedure that is not only costly but affecting the other ecosystem in the ground. Depressions are also left on the ground causing danger to passers by and leaving ugly marks (Wrigh, 2008). There has also been a report for the extinction of such minerals leaving us with no alternatives but to adjust to using alternatives. Technology has made it possible for plastic to be given different shapes colours and designs that make the products even more attractive, metals may have a limit to how they are designed but plastics are very flexible.
In the earlier days, plastic was minimized for use only on kitchen utensils such as plates and cups. Industrial revolution has seen the invention of plastic furniture. The use of such furniture in hotels will minimize on the number of trees that are being cut for timber (Gillis, 2008). Plastics can also be used for flower vases instead of ceramic. Plastics should be preferred in hotels and restaurants instead of glasses because of their nature that makes them not to break easily. Glass is an expensive and fragile material that may also lead to many accidents if not well maintained. Hotels, restaurants and other hospitality industries have had too incur a lot of costs in replacing broken glasses, although the materials are recyclable, it is not always easy to collect the broken pieces and take them to a recycle company (Gibbons, 1996). When the glass drops down and breaks into tiny pieces, it becomes an environmental hazard especially to the children who like to play freely.
Most packaging industries have come in support of the green movement to improve the ecosystem by using plastic materials for packaging. Most packs come in form of plastic instead of the earlier tin preference (Glavinich, 2008). Plastic is less bulky and can be safely handled by all including the children. It is also less costly and the containers can be improvised and used for storage and recycled.
It has been fundamental for the companies that are aimed at protecting the environment and the welfare of consumers to include it on their packages to assure the consumers of their caring nature (Jones, 2008). This is usually with the hope of attracting customers who are mostly selective on the kind of products that they use and to assure them that they are indeed safe. It is common to see food items with detailed information of their composition, the nutritional value and the percentages there in have been clarified to make the consumers confident of what they are taking.
Companies and industries have been encouraged to use eco-labels. An eco-label is a short description about a certain product or set up to signify that it meets all the eco-friendly procedures. Such labels include; energy efficient, natural, herbal, no chemicals added, pure fruit, inorganic, recyclable, nontoxic, environmentally friendly and so forth. Inclusion of such labels on the product does a lot in enhancing the consumers attitude towards the product (Hennessey, 2008). They become more confident when purchasing and using the products.
There has however been a trend by some companies who do not follow the required environmental procedures but use the eco-labels to lure the public into purchasing their products. They take advantage of the fact that the consumers are not able to follow the detailed procedures of finding out whether the information displayed to them is true or not (Weinberger, 2003). Different governments have therefore come up with measures of ensuring that the consumers are protected from such frauds. They have come up with standardization marks for both the locally manufactured products and the imported ones. Consumers are hence forth advice to look up for such marks to assure them of their quality. There has however been a reported case of faking such marks, a process that is still being reviewed to curb the trend.
Industry implications
It has been suggested by most hospitality industries that the green label use should be intensified. The green labels have different meanings among different groups. It will be appropriate if a definite meaning with international recognition be identified to instil such confidence in consumers worldwide (Feireiss, 2008). Correct procedures should also be followed in ensuring that the products that have such labels are doing it in honest and sincerity. What has made the public to loose confidence in the green labels and view it as a normal trend used by industries to increase their sales is because of the increased number of fake labels. If only the procedures are strictly followed and the consumers given such an assurance, then the labels will be back in place.
There has always raised a question on how the hotel industry can posses a green label when their activities are not directly associated with environmental conservation. Such a thought is not reasonable as the hotels compared to other established institution are leading in consumption of certain resources such as water and electricity (Seo, 2001). Hotels could be among the leading in consumption of water and electricity. It has been usually assumed that hotels serve temporal customers who are required to meet all the expenses and are therefore not required to follow the green label procedures.
The hotel industry needs to acquire the green label status by making good use of the energy saving equipments for heating water and lighting. They can also ensure that their customers are protected from harmful products by using those that have a green label. Such commodities include; toiletries, food stuffs and so forth. They also use such facilities that are in connection with the ecosystem: construction materials, fixtures, cleaning materials, furnishings, air conditioners, furnaces, computers and elevators (Stern, 2008). The hotels should make it part of their advertising criteria to assure their customers that the services being provided to them follow the right procedure to guarantee them protection. This will go a long way in attracting even more customers especially those that are sensitive with the environment. Provision of such services will create a confidence in their mind that the hotels are not only aimed at making higher profits but that they care about their wellbeing (Reames, 2005). When such procedures are implemented by the hotels, they will distribute the savings to their clients and thus giving them quality services at a reasonable price.
The consumers on the other hand should be in a position to accept and appreciate the green labels. They should be more attracted to the hotels that bear such labels and encourage the management in campaigning for such (Jones, 2008). The consumers who had no understanding on how the hotel industry participates in conserving the ecosystem will now have a proper understanding that will in turn motivate them to make informed decisions. Most hotels do not have the courage of declaring themselves green due to certain attitudes that have been developed in the minds of their customers concerning the same.
Hindering and facilitating factors
The green label phenomenon received enormous support during its earlier days of inception. Later on the trend lost its support from the consumer who felt they were being manipulated into buying products that were contrary to their green label description. The manufactures took advantage of the consumers trust on the green labels and put the labels without necessarily changing the contents (Von, 2008). This is one of the greatest challenges that faced the green label movement, it has to some extend created a negative attitude on some specific consumers who have no regard for the green labels.
Despite this, the green label movement continues its campaign in encouraging the hospitality industries to acquire the green status emphasizing on their role in conserving the environment and protecting consumers. The public on the other hand is being encouraged to trust the green labels as measures are being put forth to ensure that the labels are genuine. Different governments have defined measures that can be taken by companies to register their products for them to acquire the green label status (Calkins, 2008). The requirements are different from hospitality industries to manufacturing industries. For a hotel to acquire the green label status, it is required to meet certain kind of laid down conditions. After it has been certified, it is given some labels and stickers for identification. The hotel will receive regular updates on how they can apply the current eco-friendly methods to their services. The registration companies also carry out regular inspections of these hotels to ensure that they are meeting the recommended standards.
More intensive measures need to be taken by the different governments to ensure that the products that bear the green label mark are genuine. With advanced information technology, many counterfeit labels are coming up, putting the consumers at a high risk (Berthold, 1994). The registration companies should come up with more sophisticated labels that will make duplication impossible. The labels should not be designed and placed in an obvious manner that will make the consumers doubt their viability (Smith, 2003). The registrars must make sure that the right procedures are indeed followed by the industries that desire the labels.
With such measures in place, the consumers can now have the confidence of looking out for the green label products. All they need is the assurance that the products that they are using have not counterfeited the green labels to lure them into purchasing the products (Klutz, 1999). There are several programs around the world that advocate the use of eco-labels, some of them include:, Frances NF Environment, Japans Eco Mark, Koreas Environmental Labelling Association, Indias Ecomark Scheme, International Organization for Standardization (ISO), Singapores Green Label Scheme, Nordic Swan Eco-label, Swedens Good Environmental Choice, Australias Environmental Choice and the United States Green Seal.
However, it is unfortunate that some of the consumers are not well informed about green labels. They usually buy products without necessarily bothering to find out how safe they are. It is therefore important for the different governments to explain to the public what a green label is and how necessary it is for them to look out for it before making purchasing decisions. The consumers that had also lost their confidence in the labels also need to be reassured that counterfeit labels will be handled accordingly (Jones, 2008). Labels that are eligible need to be made known and any counterfeit label identified should be reported and serious action taken to punish the defaulters.
Conclusion
It is clear from the various findings that the green label program is not near from giving up on its campaign. Despite the various challenges that are facing the movement there is still hope that it will be trusted and accepted just as it was when it was incepted. Various product industries still trust the green label phenomenon as the main marketing procedure that they can employ to increase on their sales. All they need to do is to buy back their customers trust by ensuring that they follow the required measures and ensure that the descriptions that they are making on their products are genuine and sincere (Guenther, 2008). The definition of the term green should be reviewed and given a uniform meaning which will prevent controversial meanings among the consumers. Different people have specific meaning to the term which has been the main contributing factor towards lack of trust.
The government is the main body that can restore the confidence among the consumers who look up for the green labels. The private sector has been for a long time been known to do anything to grab the attention of the consumers. They will apply any measure to their products as long as they are assured of an increased market share (Klutz, 2001). The competition for the green label recognition has made many of these sectors go to the extreme in the name of making higher profits. They are generally less concerned about the well being of the consumers and even the ecosystem. There is a need for both the industries and the consumers to take interest in conserving the environment and themselves. If we do not make good use of the natural ecosystem then we will experience environmental complications, all the natures beauty will be unheard of and life will become more of artificial than natural. Let the industries make good use of the green labels as the consumers insist on using such products.
References
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