Like other buzzwords that have become pervasive in the commercial domain, “sustainability” has been raised as a rallying cry by diverse segments with different agendas. Some are committed to the physical environment and others are concerned with that which enables an enterprise to maintain its position or performance in a given function or market. One implication of the results of these two studies is the blending of these two perspectives. In the service of customers in the hospitality industry, it is clear from these results that a strategic commitment tosocial and environmental sustainability (CSR) can be a keyelement in sustaining the loyalty and patronage of an organization's target market.