Beyond Greenwashing: Aligning Consumer Ethics with Corporate Sustainability in Hospitality Marketing

This webinar examines the hospitality industry's trust deficit regarding environmental claims. It explores why overcoming widespread consumer scepticism and moving beyond superficial greenwashing has become a strategic imperative for brand survival and long-term customer loyalty. The academic contribution will frame the research debates, including consumer behaviour models such as the Theory of Planned Behaviour, to demonstrate how genuine environmentally sustainable development fosters brand respect and justifies price premiums. The practitioner contribution will focus on implementation, detailing the challenge of embedding rigorous Environmental, Social, and Governance (ESG) metrics into the fundamental operations of global hotel networks. The session is part of the Scholardemia Research-to-Practice Webinar Series, pairing academic insight with professional experience through two short presentations and a moderated discussion. Attendees will discover how to construct responsible business plans that deliver transparent, verifiable progress on carbon reduction, water stewardship, and ethical supply chains. Speakers: To be confirmed. Format: 5-minute introduction, 15-minute academic presentation, 15-minute practitioner presentation, and 15-minute moderated discussion/Q&A. Scheduled as a 60-minute session at 10:00 UTC. Please check your local time zone when registering.