Konaklama endüstrisinde manipülasyon "Yeşil aklama" 'in tüketici tepkileri üzerindeki etkisi

The challenge of green practices must emphasis on authentic claims because there is rising concern of manipulative act "Greenwashing" in the lodging industry. There is an important role of ethical marketing to play a crucial role by encouraging and shifting consumer behaviors to be more sustainable in the future. This study aims to understand consumer reaction towards manipulative act "Greenwashing" in the lodging industry. It was done through a scenario-based experiment utilizing a between-subjects design, the surveys distributed through online platforms with random assignment to either one of the two conditions (Control/Treatment). The sample target was 400 but useable participants were 353. More specifically, two structural models were developed in this study. First structural model was developed to examine direct effects between Skepticism, Intention to participate in the Linen Reuse Program, Intention to Revisit, Religiosity, Collectivism and Eco-Literacy. Also, mediation effects of Skepticism and moderation effects of Group (ulterior motive) as well moderation effects of Environmental Concern. Second structural model is intended to examine two direct effect hypotheses from Religiosity -Collectivism- Eco Literacy together on Intention to participate in the Line Reuse Program and Intention to Revisit. The results indicated that Collectivism is the most important predictor of Skepticism, followed by Religiosity. The most important determinant of Intention to participate in the Linen Reuse Program was Eco-Literacy, followed by Collectivism. Also, collectivism was found as the most important determinant of Intention to Revisit, followed by Skepticism. The of mediation was partial for all paths, except from a path from Religiosity to Intention to Revisit. Additionally, it was indicated that the effects of Religiosity and Collectivism on Skepticism were significantly lower for control group compared to the treatment group through moderation effects of group. Also, it was found that Environmental Concern positively moderates the relationship between Skepticism on Intention to participate in the Linen Reuse Program but and a non-significant effect between Environmental Concern and Intention to Revisit. Finally, the results of evaluating the structural model 2 showed that Religiosity-Collectivism- Eco Literacy is the most significant predictor of Intention to participate in the Line Reuse Program and Intention to Revisit. Keywords: Greenwashing, Skepticism, Religiosity, Collectivism, Eco-Literacy, Lodging Industry