How hotels communicate sustainability goal revisions: the role of perceived green-rinsing, influencer type, and sustainability solutions

This research examines how sustainability goal revisions influence consumer responses in hospitality contexts. Drawing on Attribution Theory, it conceptualizes perceived green-rinsing as consumers’ interpretation that revised sustainability goals reflect a retreat from prior commitments for strategic reasons. Across five studies (N = 1374 participants), the results show that changing sustainability goals increase perceived green-rinsing and reduce booking intention. This negative effect is weaker when sustainability messages are delivered by influencers rather than by the brand, especially when the influencer is human. The effectiveness of influencer communication also depends on its fit with the sustainability solution type. When influencer-solution fit is present, perceived green-rinsing remains comparatively low for both stable and changing goals, whereas misfit amplifies negative reactions to sustainability goal revisions. The findings offer guidance for communicating sustainability goal changes without undermining booking intention.