Publicação
Greenwashing and Hotel Sector: How Greenwashing perspectives influence eco-traveler’s intention of booking?
| Resumo: | Growing environmental concerns have reshaped consumer expectations and pressured companies to adopt sustainable practices, particularly in sectors with high environmental impact such as hospitality. In response, hotels increasingly promote eco-friendly initiatives; however, not all such claims reflect genuine efforts—giving rise to greenwashing, a marketing strategy that may mislead consumers about a company’s environmental commitment. This thesis investigates how greenwashing perceptions influence eco-aware travelers’ booking intentions, focusing on the mediating role of trust and the moderating effect of environmental awareness. Unlike traditional views that frame greenwashing as a purely negative stimulus, this study explores whether such perceptions might, paradoxically, still attract consumers. Using a conceptual model tested through quantitative analysis, data were collected via an online questionnaire answered by 153 participants. Results indicate a positive association between greenwashing perception and booking intention, suggesting that even when consumers suspect misleading claims, they may still engage with brands aligned with their sustainability values. Trust emerged as a partial mediator in this relationship, whereas environmental awareness did not significantly moderate the impact. These findings provide new insights into consumer behavior in sustainable tourism and challenge assumptions about the uniformly negative effects of greenwashing. The study offers practical implications for hospitality marketers, highlighting the importance of transparent communication strategies to maintain trust and foster meaningful engagement with environmentally conscious consumers. |
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| Autores principais: | Sena, Glória de Moura Pinheiro Nunes e |
| Assunto: | Greenwashing Eco-conscious Travelers Trust Booking intention Environmental Awareness Sustainable Tourism SDG 11 - Sustainable cities and communities SDG 12 - Responsible production and consumption |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Growing environmental concerns have reshaped consumer expectations and pressured companies to adopt sustainable practices, particularly in sectors with high environmental impact such as hospitality. In response, hotels increasingly promote eco-friendly initiatives; however, not all such claims reflect genuine efforts—giving rise to greenwashing, a marketing strategy that may mislead consumers about a company’s environmental commitment. This thesis investigates how greenwashing perceptions influence eco-aware travelers’ booking intentions, focusing on the mediating role of trust and the moderating effect of environmental awareness. Unlike traditional views that frame greenwashing as a purely negative stimulus, this study explores whether such perceptions might, paradoxically, still attract consumers. Using a conceptual model tested through quantitative analysis, data were collected via an online questionnaire answered by 153 participants. Results indicate a positive association between greenwashing perception and booking intention, suggesting that even when consumers suspect misleading claims, they may still engage with brands aligned with their sustainability values. Trust emerged as a partial mediator in this relationship, whereas environmental awareness did not significantly moderate the impact. These findings provide new insights into consumer behavior in sustainable tourism and challenge assumptions about the uniformly negative effects of greenwashing. The study offers practical implications for hospitality marketers, highlighting the importance of transparent communication strategies to maintain trust and foster meaningful engagement with environmentally conscious consumers. |
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