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Abstract
Given the hazards of greenwashing, this paper aims at exploring its effect on customers’ behavior including green trust, repeated visit intention and WOM. These relationships were also measured in relation to customers’ green experience. It was revealed that greenwashing negatively affects green trust, repeated visit and WOM. Additionally, it was indicated that customers’ green experience deepens the aforementioned negative relationships. In order to lessen greenwashing in hotels, the study recommends issuing green certification under a strict supervision of the ministry of tourism using a punishment system for irresponsible properties.
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