Designing a Conceptual Model of Greenwashing Stimuli in Eco-Lodges: A Foundation Data Study in Isfahan Province1

Due to the negative effects of greenwashing on the environment and tourism stakeholders, tourism industry is in dire need of extensive guidelines on environmental claims. To establish such guidelines, it is first necessary to know the stimuli of greenwashing in this industry. The present study was conducted with the aim of identifying greenwashing stimuli in eco-lodges and designing its conceptual model. This study, which was an applied research, was done by using foundation data theory in Isfahan Province. To collect the data, a review of the research literature was done and in-depth interviews with the experts were followed. The condition for entering the statistical population of the research was specialization in the field studies of green marketing, greenwashing, tourism, and eco-lodges, as well as having at least 3 years of relevant work experience. Sampling was purposeful and continued until the data and theoretical saturations were achieved. The results showed that greenwashing stimulants in eco-lodges could be divided into 3 categories: causal factors (motivation to take advantage of green benefits), underlying factors (weakness of internal and external environments), and moderators (environmental feedback). The results also showed that environmental feedback, in addition to being moderating (based on the effect of causal factors on greenwashing), directly and indirectly (through underlying factors) affected greenwashing. Overall, the results and suggestions of the present study can give new insights to planners and industry officials to control greenwashing in eco-lodges.