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

Author

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  • 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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    Cited by:

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    2. Laleczka Brañes & Maria Fernanda Gamarra & Nancy Karen Guillen & Mónica Regalado, 2025. "Avoiding Greenwashing Through the Application of Effective Green Marketing: The Case of Hospitality Industry in Lima City—Peru," Sustainability, MDPI, vol. 17(17), pages 1-18, August.
    3. Yudong Zhang & Gaojun Hu & Huilong Zhang & Ping Tu, 2025. "Are You Truly Green? The Impact of Self-Quantification on the Sincerity of Consumers’ Green Behaviors and Sustained Willingness," Sustainability, MDPI, vol. 17(9), pages 1-24, April.
    4. Konstantinos Velaoras & Angeliki N. Menegaki & Serafeim Polyzos & Katerina Gotzamani, 2025. "The Role of Environmental Certification in the Hospitality Industry: Assessing Sustainability, Consumer Preferences, and the Economic Impact," Sustainability, MDPI, vol. 17(2), pages 1-31, January.
    5. Aragon & Dioso & Melliza, 2024. "The Untold Stories of Green Marketing: Combating Greenwashing and Promoting Genuine Sustainability," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(11), pages 3568-3579, November.
    6. Marek Jóźwiak, 2025. "Managing Consumer Attention to Sustainability Cues in Tourism Advertising: Insights from Eye-Tracking Research," Sustainability, MDPI, vol. 17(18), pages 1-20, September.
    7. Ngan Thanh Nguyen & Khoi Minh Nguyen, 2025. "Consumer sacrifice for sustainability and well-being: examining the moderating role of social value, self-actualization, and narcissism," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(3), pages 571-602, September.
    8. Ziyi Fang, 2024. "Greenwashing Versus Green Authenticity: How Green Social Media Influences Consumer Perceptions and Green Purchase Decisions," Sustainability, MDPI, vol. 16(23), pages 1-13, December.
    9. Alaa M. S. Azazz & Ibrahim A. Elshaer & Abdulaziz Al Thani & Mohamed Algezawy & Abeer A. Mahrous & Mahmoud A. Mansour & Azza Abdel Moneim & Sameh Fayyad, 2024. "The Influence of Green Demarketing on Brand Credibility, Green Authenticity, and Greenwashing in the Food Industry," Sustainability, MDPI, vol. 16(21), pages 1-17, October.
    10. Nathakorn Loedphacharakamon & Therdchai Choibamroong, 2025. "Attitudinal Segmentation and the Perceived Value of Sustainable Practices in Luxury Hotels: Evidence from Chinese Tourists," Sustainability, MDPI, vol. 17(12), pages 1-26, June.
    11. Abrar Alhomaid, 2025. "Building Trust in Sustainable Journeys: The Interplay Between Green Marketing, Green Brand Trust, and Tourism Purchase Intentions," Sustainability, MDPI, vol. 17(18), pages 1-21, September.

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