Consequences of “greenwashing”: Consumers’ reactions to hotels’ green initiatives

Rahman, Imran; Park, Jeongdoo; Chi, Christina Geng-qing

doi:10.1108/ijchm-04-2014-0202

Cited by 357Environmental Sustainability in BusinessDiverse Aspects of Tourism ResearchEnvironmental Education and Sustainability

Consequences of “greenwashing”: Consumers’ reactions to hotels’ green initiatives

Rahman, Imran, Park, Jeongdoo, Chi, Christina Geng-qing·2015·International Journal of Contemporary Hospitality Management

DOI 10.1108/ijchm-04-2014-0202

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Abstract

Purpose – This quasi-experimental study aimed to investigate, drawing upon influential discounting behavior theory and cognition – affect – behavior (C-A-B) paradigm, consumers’ reactions to the phenomenon of “greenwashing” in the lodging industry. More specifically, this paper proposed and tested a theoretical model that examined whether recognizing the ulterior motive caused consumer skepticism about hotels’ environmental claims, which in turn influenced consumers’ intention to participate in linen reuse program and intention to revisit the hotel. Additionally, the moderating effects of ecological concern on the relationship between skepticism and intention to participate and between skepticism and intention to revisit were examined. Design/methodology/approach – A quasi-experimental design was used with two conditions (control vs ulterior motive) employing staff members of a US public university as study participants. In total, 638 useful responses were received. Findings – The results of this study revealed that an ulterior motive of hotels’ environmental claims evoked consumer skepticism, which, in turn, negatively influenced consumers’ intention to participate in the linen reuse program and intention to revisit the hotel. Skepticism was found to partially mediate the relationships between ulterior motive and intention to participate and between ulterior motive and intention to revisit. Consumers’ ecological concern was not found to moderate the relationship between skep…

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Perception of greenwashing reduces consumer trust and weakens green purchase intention.
“Several studies highlight that the perception of greenwashing reduces consumer trust in companies and their environmental communications, weakening green purchase intention, as consumers are more likely to buy eco-friendly products from companies they perceive as authentic in their sustainability initiatives (Chen and Chang 2013;Nyilasy et al. 2014;Rahman et al. 2015;Gatti et al. 2019).”
From Does Greenwashing Wash Away Gen Z's Green Purchase Intention? (2025) · cites this paper as Rahman et al. 2015
Perceived greenwashing offers a broader and more integrative conceptual lens than related constructs such as trust, skepticism, and green consumer confusion.
“While related constructs such as trust, skepticism, and green consumer confusion have been frequently employed to explain consumer responses to sustainability claims (Chen and Chang 2013;Rahman et al. 2015;Schmuck et al. 2018), perceived greenwashing offers a broader and more integrative conceptual lens.”
From Does Greenwashing Wash Away Gen Z's Green Purchase Intention? (2025) · cites this paper as Rahman et al. 2015

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Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions
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Effectiveness of Travel Social Media Influencers: A Case of Eco-Friendly Hotels
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Perceived quality and service experience: mediating effects of positive and negative emotions
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The Applications of Environmental Technologies in Hotels
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Greenwashing Behavior in Hotels Industry: The Role of Green Transparency and Green Authenticity
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The Interplay of Product Involvement and Sustainable Consumption: An Empirical Analysis of Behavioral Intentions Related to Green Hotels, Organic Wines and Green Cars
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From green advertising to sustainable behavior: a systematic literature review through the lens of value-belief-norm framework
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An examination of the gap between carbon offsetting attitudes and behaviors: Role of knowledge, credibility and trust
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Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness
Pancić, M., Serdarušić, H., & Ćućić, D. (2023) · Sustainability · doi:10.3390/su151612534 · Cited by 76 · see citing works
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Investor attention and ESG performance: Lessons from China's manufacturing industry
Gu, J. (2024) · Journal of Environmental Management · doi:10.1016/j.jenvman.2024.120483 · Cited by 74 · see citing works
Environmental awareness and guests’ intention to visit green hotels: The mediation role of consumption values
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To trust or not to trust? The interplay between labor-related CSR claim type and prior CSR reputation of apparel retailers
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CSR-related consumer scepticism: A review of the literature and future research directions
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CSR adoption in the multinational hospitality context
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A green step forward: Eliciting consumers' purchasing decisions regarding green hotel accommodation in Australia
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The impact of sustainability certifications on performance and competitive action in hotels
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Visitors’ eco-innovation adoption and green consumption behavior: the case of green hotels
Sharma, T., Chen, J. S., Ramos, W. D., & Sharma, A. K. (2023) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-04-2022-0480 · Cited by 79 · see citing works
Do environmental scores become multinational corporations' strategic “greenwashing” tool for window‐dressing carbon reduction? A cross‐cultural analysis
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From Decision to Run: The Moderating Role of Green Skepticism
Zarei, A., & Maleki, F. (2017) · Journal of Food Products Marketing · doi:10.1080/10454446.2017.1266548 · Cited by 68 · see citing works
Evidence of green signaling in green hotels
Rahman, I., Chen, H., & Reynolds, D. (2019) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2019.102444 · Cited by 67 · see citing works
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Is eco-label hotel engagement the pathway to sustainability practices via entrepreneurial resilience and orientation in Oman? Findings from PLS-SEM and fsQCA
Salem, I. E., Elbaz, A. M., Al-Alawi, A. N., Alkathiri, N. A., & Elkhwesky, Z. (2022) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-02-2022-0229 · Cited by 75 · see citing works
The effect of green CSR skepticism on positive attitude, reactance, and behavioral intention
Kwon, J., & Ahn, J. (2020) · Journal of Hospitality and Tourism Insights · doi:10.1108/jhti-05-2020-0074 · Cited by 64 · see citing works
Effects of Green Authenticity on Well-Being, Customer Engagement and Approach Behavior toward Green Hospitality Brands
Yu, J., Baah, N. G., Kim, S. (., Moon, H., Chua, B.-L., & Han, H. (2024) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-02-2023-0194 · Cited by 62 · see citing works
Towards comprehensive corporate sustainability reporting: an empirical study of factors influencing ESG disclosures of large Czech companies
Balogh, I., Srivastava, M., & Tyll, L. (2022) · Society and Business Review · doi:10.1108/sbr-07-2021-0114 · Cited by 61 · see citing works
Greenwashing: A systematic literature review
Zhen, H., Shi, Y., & Jia, M. (2024) · Accounting and Finance · doi:10.1111/acfi.13352 · Cited by 61 · see citing works
Does offering an organic food menu help restaurants excel in competition? An examination of diners’ decision-making
Lu, L., & Gürsoy, D. (2017) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2017.03.004 · Cited by 61 · see citing works
Tourist pro-environmental behaviour: The role of environmental image of destination and daily behaviour
Bilynets, I., & Cvelbar, L. K. (2022) · Annals of Tourism Research Empirical Insights · doi:10.1016/j.annale.2022.100070 · Cited by 60 · see citing works
Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation
Kim, Y., & Oh, K. W. (2020) · Sustainability · doi:10.3390/su12208650 · Cited by 59 · see citing works
The Role of Hotel Environmental Communication and Guests’ Environmental Concern in Determining Guests’ Behavioral Intentions
Acampora, A., Preziosi, M., Lucchetti, M. C., & Merli, R. (2022) · Sustainability · doi:10.3390/su141811638 · Cited by 70 · see citing works
Types of green practices, hotel price image and consumers’ attitudes in China: the mediating role of consumer skepticism
Yin, C., Du, F., & Chen, Y. (2019) · Journal of Hospitality Marketing & Management · doi:10.1080/19368623.2019.1640162 · Cited by 59 · see citing works
Corporate social responsibility and service-oriented citizenship behavior: A test of dual explanatory paths
Bavık, A. (2019) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2018.11.014 · Cited by 57 · see citing works
The sharing economy and sustainability: A case for Airbnb
Midgett, C., Bendickson, J. S., Muldoon, J. E., & Solomon, S. J. (2018) · Small Business Institute Journal · Cited by 55 · see citing works
Greenwashing in Corporate Social Responsibility: A Dual-Faceted Analysis of Its Impact on Employee Trust and Identification
Mu, H.-L., & Lee, Y. (2023) · Sustainability · doi:10.3390/su152215693 · Cited by 67 · see citing works
Are publicly traded tourism and hospitality providers greenwashing?
Papagiannakis, G., Vlachos, P. A., Koritos, C., & Kassinis, G. I. (2024) · Tourism Management · doi:10.1016/j.tourman.2024.104893 · Cited by 55 · see citing works
Green message strategies and green brand image in a hotel context
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Sustainability information overload: Its effect on customers’ greenwashing perceptions, perceived value, and behavioral intentions
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Can publicly visible pro-environmental initiatives improve the organic environmental image of destinations?
Bilynets, I., Cvelbar, L. K., & Dolničar, S. (2021) · Journal of Sustainable Tourism · doi:10.1080/09669582.2021.1926469 · Cited by 53 · see citing works
Environmental certification and hotel market value
Bernard, S., & Nicolau, J. L. (2021) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2021.103129 · Cited by 53 · see citing works
Perception of Consumers’ Awareness about Sustainability of Fashion Brands
Mandarić, D., Hunjet, A., & Kozina, G. (2021) · Journal of risk and financial management · doi:10.3390/jrfm14120594 · Cited by 51 · see citing works
Effects of social media on residents’ attitudes to tourism: conceptual framework and research propositions
Nunkoo, R., Gürsoy, D., & Dwivedi, Y. K. (2020) · Journal of Sustainable Tourism · doi:10.1080/09669582.2020.1845710 · Cited by 53 · see citing works
It is green, but is it fair? Investigating consumers’ fairness perception of green service offerings
Wang, X., Yuen, K. F., Wong, Y. D., & Teo, C. (2018) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2018.01.103 · Cited by 50 · see citing works
Hotel’s best practices as strategic drivers for environmental sustainability and green marketing
Chandran, C., & Bhattacharya, P. (2019) · Journal of Global Scholars of Marketing Science · doi:10.1080/21639159.2019.1577156 · Cited by 50 · see citing works
Sustainability Communication in Hotels: The Role of Cognitive Linguistics
Bernard, S., Rahman, I., & Douglas, A. C. (2023) · Journal of Hospitality & Tourism Research · doi:10.1177/10963480231158757 · Cited by 49 · see citing works
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Improving Consumer-Based Green Brand Equity: The Role of Healthy Green Practices, Green Brand Attachment, and Green Skepticism
Khan, S. A. R., Sheikh, A. A., Ashraf, M., & Yu, Z. (2022) · Sustainability · doi:10.3390/su141911829 · Cited by 48 · see citing works
50 Shades of Green: Insights into Personal Values and Worldviews as Drivers of Green Purchasing Intention, Behaviour, and Experience
Caniëls, M. C. J., Lambrechts, W., Platje, J., Motylska-Kuźma, A., & Fortuński, B. (2021) · Sustainability · doi:10.3390/su13084140 · Cited by 53 · see citing works
How employees perceive and (dis)engage with ‘green’ practices in luxury hotels
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Consumer Perceptions of Green Marketing Claims: An Examination of the Relationships with Type of Claim and Corporate Credibility
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Authors: Rahman, I., Park, J., & Chi, C. G.-Q.
Affiliations: Auburn University (US)
North Dakota State University (US)
Washington State University (US)
ORCID: Rahman, Imran
Chi, Christina Geng-qing
Venue: International Journal of Contemporary Hospitality Management
Publisher: Emerald
Published: 2015-08-10
Volume: 27
Issue: 6
Pages: 1054-1081
ISSN: 0959-6119 (ISSN-L)
DOI: 10.1108/ijchm-04-2014-0202
OpenAlex: W1594356976
Cited by: 357
References: 120
Citations by year: 2026: 54 · 2025: 60 · 2024: 50 · 2023: 39 · 2022: 41 · 2021: 31 · 2020: 24 · 2019: 20 · 2018: 16 · 2017: 13 · 2016: 8 · 2015: 1
FWCI: 31.43
Type: journal article
Language: en
Open access: closed
Licence: www.emerald.com/insight/site-policies (tdm)
Locations: International Journal of Contemporary Hospitality Management (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
Social Sciences › Sociology and Political Science › Diverse Aspects of Tourism Research
Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
Keywords: greenwashing, ulterior motives, consumer skepticism, revisit intention, environmental problems, green marketing, third-party certification

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Consequences of “greenwashing”: Consumers’ reactions to hotels’ green initiatives

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