Abstract

The relationship between greenwashing and visitors' green behavior remains an under-researched topic in the tourism and hospitality literature, despite evidence of the harmful effect of greenwashing on the reputation and competitive advantage of organizations. This study extends attribution theory into the green context to develop a research framework for investigating the interrelationship between greenwashing, green trust, and green word-of-mouth (WOM), especially the roles of green trust and connectedness to nature. We conducted a survey of 289 visitors staying in four- and five-star hotels in Vietnam. The findings indicated that hotels should avoid greenwashing due to its negative impact on visitors' green trust and green WOM. Moreover, the study found that greenwashing had an indirect and negative influence on green WOM based on visitors' green trust. Importantly, the research revealed the value of connectedness in moderating green attitudes and behaviors among visitors.