Conceptualization of greenwashing in the hospitality industry

Abstract

This study aims to examine the definition and types of greenwashing in the hospitality industry from the perspective of employees. It uses qualitative research methods involving multi-stage data collection. Two waves of data—with 51 employees in the first wave and 44 in the second—were collected through open-ended essays from employees in the UK and USA. Through thematic analysis, two aggregate themes were identified: first, the definition of greenwashing, including what, why, how, and by whom it is done; and second, types of greenwashing, encompassing false claims, exaggerations, misrepresentations, and selective disclosure. The findings of this study will enable managers to develop safeguard measures to prevent greenwashing practices and promote greater transparency in green practices.