An Investigation of How and Why Organizations Enact Greenhushing
研究了酒店行业如何通过减少可持续性宣传（绿色沉默）来避免被指责为绿色洗白，并分析了其背后的原因，对关注企业透明度和消费者信任的研究者及从业者有参考价值。
Greenhushing, the downplaying of sustainability communications, undermines trust because transparency is crucial for shaping consumer choices. We investigate how greenhushing manifests in services and why organizations carefully promote sustainability. By analyzing the online content and sustainability ratings of 300 hotels, we identify widespread greenhushing, especially among less sustainable hotels. Interviews with 16 service marketers reveal that the fear of greenwashing accusations and a lack of confidence in their practices drive this cautious communication strategy. In extending signaling theory, we show how organizations rely on third-party sustainability signals while limiting direct communication. Our findings highlight social media as a key greenhushing space and emphasize the need for data-driven strategies for transparency and credibility.