Greenwashing to boycott a regulatory focus pathway in the hospitality and tourism industry

Abstract

Research purpose: Drawing on Regulatory Focus Theory (RFT), this study proposes that Prevention Focus (PF) not only serves as a pathway (mediator) from perceived greenwashing (PGW) to boycott intention (TBI) but also examines the effect level (moderator) of this relationship. Research motivation: As hotels and travel brands race to display their green credentials, the shadow of greenwashing looms large, threatening severe financial damage from tourists’ boycotts. While the consequences are clear, the underlying psychological drivers of this response remain poorly understood. The psychological mechanisms that transform a consumer's perception of inauthenticity into a resolute intention to boycott remain poorly understood. This study addresses that critical gap by investigating Prevention Focus as the key psychological mechanism driving this robust consumer response. Research design, approach, and method: The study uses Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 400 hotel and restaurant visitors in southern Vietnam. Main findings: We discovered a psychological paradox: the perception of "greenwashing" (PGW) activates TBI, mediated by "Prevention Focus" (PF), which acts as both a mediator and a moderator, yet simultaneously weakens the influence of PGW on TBI. Practical/managerial implications: This enables firms in the hospitality and tourism industry to develop more authentic green communication strategies, foster long-term trust, and effectively mitigate visitors' boycott intentions