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Hotel 'greenwashing' dirties eco-friendly reputation

October 12, 2015

Hotel 'greenwashing' dirties eco-friendly reputation

Science Daily
Monday 12 October 2015

Greenwashing practices, such as a sign that reads “save the planet: re-use towels,” coupled with claims of corporate social responsibility, have soiled the trust of American consumers who are increasingly recognising hotels’ green claims may be self-serving.

This could cause hotels to lose valuable repeat customers.

Writing in the Journal of Contemporary Hospitality Management, Washington State University hospitality researchers Imran Rahman, Jeongdoo Park and Christina Geng-qing Chi investigate the consequences of greenwashing in the lodging industry and suggest ways hotels can establish credibility in consumers’ minds.

Their paper, “Consequences of ‘Greenwashing:’ Consumers’ Reactions to Hotels’ Green Initiatives,” comes at a time when as many as 79 per cent of travelers worldwide agree that implementing eco-friendly practices is important to their choice of lodging. Research shows a majority are willing to boycott a company if misled.

Read more at Eco-Business.

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