What the study found
Misleading crisis communication in hospitality greenwashing crises was linked to greater consumer brand avoidance. The study also found that omission was more damaging than paltering, which the abstract defines as a misleading form of communication by saying only part of the truth.
Why the authors say this matters
The authors conclude that the findings support adding misleading tactics and sincerity-based pathways to Situational Crisis Communication Theory, which is a theory about how organizations should respond to crises. They also say hospitality firms should avoid omission, communicate transparently, and assess perceived severity early because sincerity and trust restoration are important for reducing brand avoidance.
What the researchers tested
The researchers conducted two scenario-based online experiments. They used analysis of variance and the PROCESS macro to test direct effects, indirect effects, and moderated mediation effects involving perceived response sincerity, brand trust, and perceived crisis severity.
What worked and what didn't
Misleading crisis communication significantly increased consumer brand avoidance. Omission had a stronger negative effect than paltering, and perceived crisis severity moderated the indirect pathway linking misleading communication to brand avoidance; the difference between omission and paltering appeared only when crisis severity was perceived to be lower.
What to keep in mind
The abstract does not provide sample details or other limitations beyond the scope of the two scenario-based online experimental studies. The findings are limited to hospitality greenwashing crises as described in the abstract.
Key points
- Misleading crisis communication increased consumer brand avoidance in hospitality greenwashing crises.
- Omission was more damaging than paltering.
- Perceived crisis severity moderated the indirect link between misleading communication and brand avoidance.
- The omission-versus-paltering difference appeared only when perceived crisis severity was lower.
- The authors say sincerity and trust restoration are important for reducing brand avoidance.
Disclosure
- Research title:
- Misleading crisis communication increases brand avoidance in hospitality greenwashing cases
- Authors:
- Anni Ding, Tiffany S. Legendre, Juan M. Madera, Ki-Joon Back, Yan Huang
- Institutions:
- Pennsylvania State University, César Ritz Colleges, University of Houston
- Publication date:
- 2026-02-24
- OpenAlex record:
- View
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