소비자의 그린워싱 인식이 호텔기업에 대한 부정적 이미지와 불신, 부정적 구전의도에 미치는 영향
The Impact of Consumers’ Perceptions of Greenwashing on Negative Corporate Image, Distrust, and Negative Word-of-Mouth Intentions Toward Hotel Companies
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In the era of ESG (Environmental, Social, Governance) management, greenwashing corporate strategies that mislead stakeholders about environmental practices has emerged as a critical risk to consumer trust and brand integrity. This study investigates how consumers’ perceptions of greenwashing by hotel companies influence negative corporate image, distrust, and negative word-of-mouth(NWOM) intentions. Drawing on attribution theory, the study proposes and empirically tests a structural model where greenwashing perception indirectly affects consumer behavior via cognitive and emotional responses. Data were collected through an online survey of 306 Korean consumers with recent hotel experience, and analyzed using SPSS 30.0 and AMOS 29.0, including confirmatory factor analysis and structural equation modeling. The results reveal that greenwashing perception significantly increases negative corporate image, which in turn heightens consumer distrust and leads to NWOM intentions. However, greenwashing perception did not directly affect distrust or NWOM, highlighting the mediating role of corporate image and distrust in shaping consumer responses. This study contributes to the literature by applying attribution theory in an ESG communication context, particularly within the high-contact service sector. Practically, it emphasizes that authentic, transparent, and consistent ESG messaging is crucial for maintaining corporate trust and mitigating reputational risks in the hotel industry.
Abstract
In the era of ESG (Environmental, Social, Governance) management, greenwashing corporate strategies that mislead stakeholders about environmental practices has emerged as a critical risk to consumer trust and brand integrity. This study investigates how consumers’ perceptions of greenwashing by hotel companies influence negative corporate image, distrust, and negative word-of-mouth(NWOM) intentions. Drawing on attribution theory, the study proposes and empirically tests a structural model where greenwashing perception indirectly affects consumer behavior via cognitive and emotional responses. Data were collected through an online survey of 306 Korean consumers with recent hotel experience, and analyzed using SPSS 30.0 and AMOS 29.0, including confirmatory factor analysis and structural equation modeling. The results reveal that greenwashing perception significantly increases negative corporate image, which in turn heightens consumer distrust and leads to NWOM intentions. However, greenwashing perception did not directly affect distrust or NWOM, highlighting the mediating role of corporate image and distrust in shaping consumer responses. This study contributes to the literature by applying attribution theory in an ESG communication context, particularly within the high-contact service sector. Practically, it emphasizes that authentic, transparent, and consistent ESG messaging is crucial for maintaining corporate trust and mitigating reputational risks in the hotel industry.