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Greenwashing as a Corporate Communication Strategy in Tourism Companies
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Author(s): José Ramón Sarmiento-Guede (Universidad Rey Juan Carlos, Spain)and Alberto Azuara-Grande (Universidad Rey Juan Carlos, Spain)
Copyright: 2026
Pages: 24
Source title:
Innovation and Sustainability in Electric and Autonomous Mobility
Source Author(s)/Editor(s): Alberto Tomás Delso Vicente (Rey Juan Carlos University, Spain), María García de Blanes (Rey Juan Carlos University, Spain), Óscar Aguado Tevar (Nebrija University, Spain), Luis Díaz-Marcos (Nebrija University, Spain)and Margarita Núñez-Canal (Nebrija University, Spain)
DOI: 10.4018/979-8-3373-2802-7.ch005
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Abstract
In Smart Cities, tourism companies increasingly promote sustainability, but many engage in greenwashing, misleading communication that exaggerates environmental responsibility. This chapter analyzes how such practices affect consumer trust and purchasing decisions. Using a Case Study approach, this chapter reveals that greenwashing generates skepticism and harms corporate reputation, while transparency and verifiable sustainability claims foster consumer confidence. The chapter offers practical recommendations for ethical communication, highlights the role of regulation and consumer education, and suggests future research on loyalty and technological tools to verify sustainability efforts.
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