An investigation of how and why organizations enact greenhushing

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 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.