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Greenwashing Behavior in Hotels Industry: The Role of Green Transparency and Green Authenticity

Author

Listed:
  • Mansour Alyahia

    (Department of Management, College of Business Administration, King Faisal University, Al-Ahsaa 380, Saudi Arabia)

  • Alaa M. S. Azazz

    (Department of Tourism and Hospitality, Arts College, King Faisal University, Al-Ahsaa 380, Saudi Arabia
    Tourism Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt)

  • Sameh Fayyad

    (Hotel Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt
    Hotel Management Department, Faculty of Tourism and Hotels, October 6 University, Giza 12573, Egypt)

  • Ibrahim A. Elshaer

    (Department of Management, College of Business Administration, King Faisal University, Al-Ahsaa 380, Saudi Arabia
    Hotel Studies Department, Faculty of Tourism and Hotels, Suez Canal University, Ismailia 41522, Egypt)

  • Abuelkassem A. A. Mohammad

    (Faculty of Tourism and Hotels, Minia University, Minia 61519, Egypt
    Faculty of Tourism and Hospitality, King Salman International University, Sharm El Sheikh 8761250, Egypt)

Abstract

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.

Suggested Citation

  • Mansour Alyahia & Alaa M. S. Azazz & Sameh Fayyad & Ibrahim A. Elshaer & Abuelkassem A. A. Mohammad, 2024. "Greenwashing Behavior in Hotels Industry: The Role of Green Transparency and Green Authenticity," Sustainability, MDPI, vol. 16(3), pages 1-20, January.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:3:p:1050-:d:1326559
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    References listed on IDEAS

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    1. Antonino Vaccaro & Dalia Patiño Echeverri, 2010. "Corporate Transparency and Green Management," Journal of Business Ethics, Springer, vol. 95(3), pages 487-506, September.
    2. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    3. Abdelmohsen A. Nassani & Zahid Yousaf & Magdalena Radulescu & Mohamed Haffar, 2022. "Environmental Performance through Environmental Resources Conservation Efforts: Does Corporate Social Responsibility Authenticity Act as Mediator?," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
    4. Szerena Szabo & Jane Webster, 2021. "Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions," Journal of Business Ethics, Springer, vol. 171(4), pages 719-739, July.
    5. Ajay Khatter, 2023. "Challenges and Solutions for Environmental Sustainability in the Hospitality Sector," Sustainability, MDPI, vol. 15(15), pages 1-10, July.
    6. Constantinos N. Leonidou & Dionysis Skarmeas, 2017. "Gray Shades of Green: Causes and Consequences of Green Skepticism," Journal of Business Ethics, Springer, vol. 144(2), pages 401-415, August.
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