Study shows greenwashing by hotels spoils reputation with guests

towel resue cardWriting in the Journal of Contemporary Hospitality Management, Washington State University hospitality researchers Imran Rahman, Jeongdoo Park and Christina Geng-qing Chi investigate what impact hotels engaging in greenwashing has on their reputation with their guests.

Their paper, “Consequences of ‘Greenwashing:’ Consumers’ Reactions to Hotels’ Green Initiatives,” surveys over 3,000 consumers to gauge their skepticism about hotel claims and how it affects their likelihood of booking again.

In Brief
  • When guests consider a hotel to be promoting its green practices for self-serving reasons, they are unlikely to participate or return to the hotel.  of a self-serving motive indeed made consumers skeptical and unlikely to participate in the green practice or revisit the hotel in the future.
  • The best way to not seem hypocritical is to join reputable third party assessed green certification schemes.
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Jeremy Smith
Jeremy Smithhttp://www.jmcsmith.com
Jeremy Smith is the editor and co-founder of Travindy. He is a writer and communications consultant working for a more responsible and sustainable tourism industry. He is the author of two books, writes a fortnightly blog on responsible tourism for World Travel Market, and provides consultancy to a wide range of companies and organisations, ranging from National Parks to individual hotels and tour operators.

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