Does Greenwashing Influence the Green Product Experience in Emerging Hospitality Markets Post-COVID-19?

The purpose of this research explores the influence that awareness of green products has on greenwashing, green consumer confusion, and its influence on the green product experience following COVID-19. Consumer behavioral outcomes, including repurchase intentions and word-of-mouth (WOM) intentions, are addressed. A survey was conducted to analyze the proposed hypotheses. Data were obtained from 440 consumers of hotel industry products (overnight guests). Confirmatory factor analysis was employed to observe the collected data’s validity. Structural equational modelling was then used to support hypothesis testing. Findings documented that greenwashing is adversely linked to the consumer’s green product experience, which then leads to negative WOM and lower repurchase intention. Greenwashing leads to negatively affecting the reputation of marketers, as buyers avoid repeat product purchasing. Moreover, dissatisfied buyers spread negative word-of-mouth about those specific products. This study’s contribution identifies consequences of marketers using greenwashing strategies which confuse buyers about products, and negatively affect consumer intention to repurchase hotel products.