Antecedents of Greenwashing Practices in the Tourism and Hospitality Industry. A Qualitative Study

ABSTRACT A significant number of businesses have garnered negative media attention, facing allegations of greenwashing. This study is aimed at understanding the antecedents of greenwashing practices across organizations. In our qualitative study, we collected responses from a diverse cross‐section of employees working across various segments in the hospitality and tourism industry. The responses were analyzed using a grounded theory approach to gain insights and theorize from the data. Our study identifies antecedents of greenwashing categorized into micro‐, meso‐, and macro‐levels, based on their internal, intermediary, and external nature in organizational contexts. By examining the perspectives of employees across various roles and sectors, we offer a comprehensive inventory of these antecedents, shedding light on their roles in driving greenwashing practices. This study's findings hold significant managerial implications, as understanding the antecedents at micro‐, meso‐, and macro‐levels can guide more effective strategies for promoting genuine environmental sustainability.