Strategic Silence or Strategic Exaggeration? Greenhushing and Greenwashing in AI-Supported Sustainability Communication of Hotels
40. British Academy of Management (BAM) Conference, London, İngiltere, 9 - 11 Eylül 2026, ss.1, (Özet Bildiri)
- Yayın Türü: Bildiri / Özet Bildiri
- Basıldığı Şehir: London
- Basıldığı Ülke: İngiltere
- Sayfa Sayıları: ss.1
- Kocaeli Üniversitesi Adresli: Evet
Özet
This study investigates how sustainability communication strategies—greenwashing and greenhushing—shape consumers’ booking intentions in the hospitality sector, contingent on the presence of artificial intelligence (AI)–based environmental management systems. Grounded in signaling theory, the study examines the mediating role of green trust and the moderating effects of fear of green deception and perceived AI transparency. Using a multi-stage experimental research design, the study aims to establish causal relationships between sustainability communication, AI integration, and behavioral responses. The results are expected to contribute to the green marketing and digital communication literature by integrating sustainability communication and AI-driven transparency into a unified conceptual framework.