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

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.