The Desirability of CSR Communication versus Greenhushing in the Hospitality Industry: The Customers’ Perspective

Abstract

Recent literature describes “greenhushing” as the deliberate managerial undercommunicating of corporate social responsibility (CSR) efforts for fear of negative customer opinions and responses. Based on social psychological theory of tourism motivation and cognitive dissonance theory, this research tries to seek evidence that justifies such a practice from the customers’ perspective. In study 1, focus groups reveal that hotels’ CSR communication and awareness creation for environmental issues are desired by consumers. In study 2, an online experiment uncovers that one-way and particularly two-way CSR communication lead to more favorable attitudes toward hotels’ CSR communication and lower intentions to behave unethically, compared with greenhushing. Perceived consumer effectiveness mediates the relationship between type of CSR communication and attitudes toward hotels’ CSR communication as well as intentions to behave unethically. Pro-environmental identity moderates the relationship. Taken together, our research provides little justification for greenhushing in a hospitality context from the customers’ perspective.

Corporate Social Responsibility (CSR) Implementation: A Review and a Research Agenda Towards an Integrative Framework

“…However, majority of the empirical research conducted on CSR implementation is at the firm level (refer to Table 1 ). In addition to that, multi-level studies are quite rare with only 8 papers analyzing CSR implementation at multiple levels, e.g., a combination of individual, firm, institutional, industry, and country levels with a combination of at most three levels (Ettinger et al, 2021 ; Helmig et al, 2016 ; Lattemann et al, 2009 ; Lindgreen, Antioco, et al, 2009 a; Lu & Wang, 2021 ; Pomering & Dolnicar, 2009 ; Shen & Benson, 2016 ; Zamir & Saeed, 2020 ). In spite of acknowledging the multi-dimensional nature of CSR implementation (Lindgreen, Swaen, et al, 2009 b), majority of the scholars have failed to conceptualize and operationalize CSR implementation at a multi-dimensional basis.…”

“…These studies examined (1) drivers of CSR implementation (refer Fig. 5 , link 1-3) like corporate governance and culture background (Lu & Wang, 2021 ), organizational location and distribution of country income (Zamir & Saeed, 2020 ), stakeholders and their pressures (Helmig et al, 2016 ; Pomering & Dolnicar, 2009 ), country governance, industry effect, and organizational characteristics (Lattemann et al, 2009 ); and (2) outcomes of CSR implementation including market performance (Helmig et al, 2016 ), customer attitudes (Ettinger et al, 2021 ), customer perceptions (Lindgreen, Antioco, et al, 2009 a), and employee work behavior (Shen & Benson, 2016 ). Hence, our integrative multi-level framework of CSR implementation considers the five levels discussed above as shown in Fig.…”

Effectiveness of sustainability communication on social media: role of message appeal and message source

“…Previous studies show that sustainability communication helps to define the organizational identity for hospitality and tourism providers (Font et al , 2017); the persuasive communication of hotels’ sustainability attributes could lead to increased booking intentions (Ponnapureddy et al , 2020); and the communication of sustainability features is generally ineffective because customers have difficulties in processing sustainability communication (Tölkes, 2020). Despite these contributions, the past literature has failed to provide valuable information on the characteristics of persuasive sustainability messages about eco-friendly hotels on social media (Ettinger et al , 2020; Villarino and Font, 2015). Empirically investigating the effectiveness of different types of sustainability communication is important because it helps eco-friendly hotels understand what type of sustainability messages could lead to travelers’ positive attitudes and behaviors and helps them develop effective sustainability communication on social media.…”

Factors Influencing Female Purchase Behavior for Organic Cosmetic Products in Pakistan

“…Besides, Gracia and De Magistris (2008) evaluate organic awareness may affect behavior would increase the possibility of purchasing organic cosmetics and increase consumption among existing customers. Individual view affects customers' preference since they have driven to behave according to their awareness (Ettinger, Grabner-Kräuter, Okazaki, & Terlutter, 2021). Product awareness refers to the subjective perception of organic cosmetics by customers in this sample, and we expect improved product knowledge to contribute to more positive attitudes towards the product (Mari, Mandelli, & Algesheimer, 2020).…”