Green practices gradually increase in the hospitality industry. However, concerns have grown that there is an inconsistency between the environmental practices announced by the organizations and the practices they actually implement. Therefore, the phenomenon of greenwashing has become a common concern in the hospitality industry. This study aims to develop a theoretical framework to be used in explaining the mechanisms to prevent greenwashing. For this purpose, the role of isomorphic pressures in preventing greenwashing and the role of environmental legitimacy motivation in the effect of isomorphic pressures on greenwashing are theorized. The neo-institutional theory was used in the development of the theoretical framework. The theoretical framework can serve as a theoretical lens for future research on greenwashing prevention. Considering that previous studies generally focused on customer perceptions of greenwashing and neglected mechanisms to prevent greenwashing, this study is expected to contribute to the literature.
Gürlek, M. (2023). Do isomorphic pressures impede greenwashing in the hospitality industry? A theoretical framework. In F. Okumus, B. Denizci-Guillet, M. Tuna, & S. Dogan (Eds.), Advances in managing tourism across continents (Vol. 3, pp. 1–8). USF M3 Publishing. https://www.doi.org/10.5038/9781955833097
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