article · Sustainability
Greenwashing poses severe reputational risks within the tourism and hospitality sector by undermining consumer confidence. This research evaluates how green authenticity and green transparency can mitigate the damaging effects of perceived greenwashing on guest behaviour. Analysing survey responses from 309 participants with green hotel experience using structural equation modelling, the findings reveal that greenwashing diminishes guest green trust, which in turn reduces guests' intentions to stay and their willingness to pay a premium. However, high levels of perceived authenticity and transparency significantly weaken these negative impacts. When guests perceive a hotel's environmental practices as genuine and openly communicated, the loss of trust caused by greenwashing concerns is substantially reduced. Consequently, hoteliers can safeguard consumer trust and secure guest patronage by coupling verifiable environmental initiatives with transparent communication, thereby supporting the long term viability of sustainable hospitality operations.
Consumers are increasingly sceptical of corporate sustainability claims. This research demonstrates that hotel operators cannot rely on superficial green marketing. Instead, implementing genuinely verifiable eco-friendly practices and communicating them transparently protects customer trust, encourages bookings, and justifies premium pricing in an industry facing widespread scrutiny over exaggerated environmental credentials.
This research provides applied insights for hotel managers, sustainability directors, and hospitality marketers seeking to design credible environmental communication strategies. The findings are ready to be integrated into operational marketing and customer engagement programmes, helping hospitality businesses reduce guest scepticism and maintain willingness to pay premium prices for sustainable accommodation offerings.
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Greenwashing has become a pervasive phenomenon in the tourism and hospitality sector, posing significant challenges and potential reputational damage to green hotels. Despite its prevalence, research on mitigating greenwashing’s influence on guest trust and behavior remains limited. This study addresses this gap by investigating the moderating roles of green authenticity (GA) and green transparency (GTR) in the relationship between greenwashing and guest green trust (GT), ultimately influencing patronage intentions (PI) towards green hotels. Employing a quantitative approach, the study utilized a questionnaire survey administered to 309 participants, capturing their experiences with green hotels. Subsequent structural equation modeling (SEM) analysis in Smart PLS 4 confirmed several key findings. Firstly, hotel greenwashing negatively impacted green trust and subsequent patronage intentions, encompassing both intentions to stay (IS) at green hotels and willingness to pay a premium (WPP) for green hotels. Secondly, the study established green trust as a significant mediator in the greenwashing–patronage relationship. Most importantly, the analysis revealed the crucial moderating roles of both green authenticity and green transparency. Increased perceptions of GA and GTR significantly attenuated the negative influence of greenwashing on green trust and, consequently, strengthened the positive relationship between GT and PI. These findings suggest that fostering genuine environmentally friendly practices and ensuring clear communication of sustainability efforts can effectively counteract the detrimental effects of greenwashing on green-hotel patronage. The study’s implications extend to practical considerations for green-hotel managers, offering insights into preventive measures to diminish the adverse effects of greenwashing, thereby contributing to the long-term sustainability of their operations.
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DOI: 10.3390/su16031050
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