Greenwashing in hotels: A structural model of trust and behavioral intentions

Abstract

This study developed a model linking perceived greenwashing, green trust, intention to revisit, intention to participate, and intention to spread negative word of mouth, based on Attribution Theory and Trust-Based Marketing Theory. A self-report survey utilizing two real green hotel practice scenarios (towel reuse vs. energy saving sign) was initiated. Results suggest that perceived greenwashing had a significant negative influence on green trust, which in turn was positively associated with revisit intention and intention to participate in the green practice and negatively associated with negative word of mouth. Moreover, prior experience with green hotel was found to moderate the relationship between green trust and the three behavioral intentions such that the relationships are weaker for consumers with prior experience than for those without. However, the moderation only worked in the towel reuse scenario. Numerous implications for marketers and hotel operators are suggested.