Greenwashing and the Erosion of Consumer Trust: A Critical Analysis of Communication Ethics in Tourism

Abstract

The discrepancy between sustainability claims and actual practices in tourism and hospitality has brought forth the "greenwashing" phenomenon. This conceptual study analyzes the multi-dimensional effects of greenwashing perceptions on consumer trust through legitimacy theory, signaling theory, and attribution theory. The study argues that greenwashing represents not merely an ethical violation, but also a strategic risk and market failure. Under conditions of information asymmetry, consumers struggle to evaluate environmental claims, leading to the development of “green skepticism”. The research proposes a testable conceptual model systematizing relationships between greenwashing perception, environmental skepticism, perceived risk, green trust, and behavioral intentions. The model predicts that environmental knowledge strengthens greenwashing detection, while corporate transparency buffers the negative impact on trust. Methodologically, the study proposes a sequential explanatory mixed-methods design. The first stage involves hypothesis testing through structural equation modeling, while the second stage employs in-depth interviews to explain mechanisms underlying quantitative findings. The study provides theoretical frameworks and practical management recommendations for developing "radical transparency" strategies in tourism enterprises.