Work

Does Greenwashing Influence the Green Product Experience in Emerging Hospitality Markets Post-COVID-19?

Year: 2022

Type: article

Abstract: The purpose of this research explores the influence that awareness of green products has on greenwashing, green consumer confusion, and its influence on the green product experience following COVID-19. Consumer behavioral outcomes, including repurchase intentions and word-of-mouth (WOM) intentions, are addressed. A survey was conducted to analyze the proposed hypotheses. Data were obtained from 440 consumers of hotel industry products (overnight guests). Confirmatory factor analysis was employed to observe the collected data’s validity. Structural equational modelling was then used to support hypothesis testing. Findings documented that greenwashing is adversely linked to the consumer’s green product experience, which then leads to negative WOM and lower repurchase intention. Greenwashing leads to negatively affecting the reputation of marketers, as buyers avoid repeat product purchasing. Moreover, dissatisfied buyers spread negative word-of-mouth about those specific products. This study’s contribution identifies consequences of marketers using greenwashing strategies which confuse buyers about products, and negatively affect consumer intention to repurchase hotel products.

Source: Sustainability

DOI: 10.3390/su141912313

Authors: Hongfan Zhang, Qurat Ul Ainn, Iram Bashir, Junaid Ul Haq, Mark A. Bonn

Institutions: Southwest Jiaotong University, Riphah International University, Government College Women University Faisalabad, Florida State University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $2,094