A Risk of Greenwashing and Information Overload

• A study by Hospitality and Tourism Management found that excessive sustainability information from hotels may lead to customer skepticism and perceptions of ‘greenwashing’. 
• Over half of the study respondents felt that hotels either overstate sustainability claims or mask important sustainability information.

An extensive study conducted by Hospitality and Tourism Management has highlighted potential issues with hotel sustainability information. The research indicates that excessive quantity and complexity of this information could lead to customer confusion and skepticism, potentially driving perceptions of ‘greenwashing’. The study was published in the Journal of Hospitality and Tourism Management and involved over 800 users of hotel search platforms in the UK and Germany.

The researchers used self-reported data and sustainability ratings from Booking.com’s now-defunct Travel Sustainable label. The label was removed in March 2024 following criticism from the Netherlands’ Consumers and Markets Authority.

Survey results showed that 48% of respondents described the sustainability information as an ‘overload’, 47% found it ‘not easily interpretable’, and 41% deemed it unnecessary. Additionally, 59% of participants felt that hotels often ‘overstate or exaggerate’ their sustainability efforts, while 49% believed that hotels ‘leave out or mask important information’ on sustainability.

The study’s researchers highlighted the need for sustainability information to be trustworthy and helpful instead of being perceived as excessive, unnecessary, and overly complex. They further noted that information overload, especially in virtual retail environments, could occur when the information is unfamiliar, complex, or presented at a pace faster than it can be processed.

The study concluded that sustainability communication can often be too frequent, ambiguous, and undifferentiated, leading to customer confusion and perceived greenwashing. ‘Greenwashing’ was defined as giving a false impression of sustainability features or benefits.

Co-author of the study Xavier Font, a professor of sustainability marketing at the University of Surrey, reiterated the importance of how consumers perceive sustainability information. He suggested that while hotels aim to show their commitment to sustainability, they must also consider how their customers receive this information.

The study also emphasized the value of information that resonates with consumer expectations and enhances customer value. It noted that many sustainability practices have become commonplace and legally required, making communication redundant.

Interestingly, the study found that customers with higher sustainability expectations were more forgiving of some degree of greenwashing. However, when customers’ expectations were low, the negative impact of greenwashing was stronger – a finding contrary to the researchers’ initial expectations.