The Effect of Perceived Greenwashing on Achieving Green Marketing Goals (Case Study: Isfahan Province Eco-Lodges)

In order to develop knowledge about the consequences of perceived greenwashing in the tourism industry, the present study aims to investigate the effect of this phenomenon by tourists on achieving green marketing goals (improving green trust in the brand, green word-of-mouth advertising, green brand image, green ethical commitment, green behavioral tendencies, green satisfaction, green purchasing behavior, green loyalty, and perceived green quality) in eco-lodges. Partial least squares structural equations were used to analyze the data. A statistical sample was selected by a simple random method from the tourists visiting eco-lodges in Isfahan province. The findings showed that perceived greenwashing has the most negative effect on green satisfaction, perceived green quality, green brand image, green brand trust, green word-of-mouth advertising, green ethical commitment, green loyalty, behavioral tendencies, and green purchasing behavior. Therefore, it is expected that along with supporting green tourism businesses and encouraging the adoption of sustainable practices, the issue of greenwashing will be increasingly monitored and legislated. It is also essential that eco-resorts consider the compliance of their performance and environmental commitments beyond a mere regulation and consider the impact of their environmental liability on various aspects of marketing. In order to achieve their marketing goals, review their environmental commitments, identify the existing perceptual and functional gaps and the causes of their occurrence, and take the necessary measures to eliminate them.