Identification and explanation of instances of greenwashing in the Iranian hospitality industry

Nowadays, manufacturing and service industries are trying to have a green orientation in their field of activity. However, the concept of greenwashing, which is a kind of mental deception of the audience, is the opposite of green orientation, and the upcoming research aims to examine the components of this concept in the hotel industry and provide solutions to deal with it. The current research has a developmental approach and theme analysis was determined as the method of data analysis. The experts of this research are 15 experts in hospitality and health matters, who were selected by purposeful sampling. Also, the data collection tool is a semi-structured interview. Data analysis shows that environmental greenwashing, social greenwashing, lexical greenwashing, legal greenwashing, and food greenwashing are the dimensions of the concept of greenwashing in the hotel industry. Also, with digital tools and the correct culture we can deal with greenwashing.