Greenwashing vs. Genuine Sustainability: Analyzing how hotels communicate eco-initiatives and their impact on guest trust.

Author(s)	Mr. Arjun K
Country	India
Abstract	As environmental awareness grows, so does consumer scrutiny of sustainability claims, especially in hospitality. Hotels, therefore, must tread carefully between authentic eco-efforts and greenwashing—misleading claims about their environmental commitment. Studies reveal that a significant portion, almost 60%, of sustainability claims from fashion brands are considered greenwashing (Ijose OA, 2024). This fact raises concerns about environmental messaging across various sectors, including hotels and resorts. The impact is significant: consumer trust relies on the perceived sincerity of eco-claims. When hotels commit to real sustainability, they not only boost guest trust but also improve their market position (Jones P et al., 2024). Consequently, clear and open communication that aligns with consumer values is vital (Lee Z et al., 2023). Frameworks like the one illustrated in offer useful perspectives on the connections between sustainability and guest trust.
Keywords	ENVIRONMENT , SUSTAINABILITY,HOTELS, GREEN
Field	Sociology > Tourism / Transport
Published In	Volume 6, Issue 5, September-October 2025
Published On	2025-09-14
DOI	https://doi.org/10.63363/aijfr.2025.v06i05.1316
Short DOI	https://doi.org/g93rm2

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