Survey-based assessment reveals how greenwashing influences visit intention through green skepticism.
In recent decades, with the increasingly serious environmental problems, more and more companies and consumers pay attention to practice green consumption. Based on the cognition-affect-behavior (C-A-B) theory, this study is intended to examine if cognition in the form of greenwashing, affect in the form of perceived green skepticism and behavior in the form of visiting the hotel. Through a survey-based approach and analysis, it has been found that greenwashing and green skepticism are important factors in predicting consumer visit intention. The positive influence of greenwashing cognition flows through green skepticism. Additionally, green skepticism mediates the relationship between greenwashing and green visit intention. The findings of this research contribute to the study of greenwashing in hospitality industry in the concept of sustainability.
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Chen et al. (2025) studied this question.