Examining the impact of greenwashing and greenhushing on consumer trust and behavior in the restaurant industry

Purpose The study aims to examine and compare the effects of greenwashing and greenhushing on consumer green trust and subsequent behavioral outcomes, including negative word-of-mouth, business avoidance and green purchase intention, by testing two parallel models in the restaurant industry using the cognition-affect-behavior (C-A-B) paradigm. Design/methodology/approach This study adopted a within-subjects research design, using an online survey featuring realistic greenwashing and greenhushing scenarios and analyzed data from 513 participants using partial least squares structural equation modeling. Findings Findings underscore the importance of transparent sustainability communication in fostering consumer trust and highlight the negative consequences of deceptive or understated environmental claims. Practical implications This research contributes to the growing discourse on sustainable practices in the restaurant industry and offers actionable strategies for effective communication. Originality/value This study examines greenwashing and greenhushing using the C-A-B framework to reveal their distinct psychological and behavioral impacts on consumers in the restaurant industry, a perspective seldom addressed in restaurant industry research.