Avoiding Greenwashing Through the Application of Effective Green Marketing: The Case of Hospitality Industry in Lima City—Peru

Abstract

Sustainability has become a key focus in the hospitality industry, with travelers increasingly seeking accommodations with strong environmental commitments. As part of this trend, many hotels are adopting green marketing strategies to improve their brand image and appeal to eco-conscious consumers. However, the challenge lies in ensuring that these strategies are perceived as genuine rather than as “greenwashing,” which undermines their effectiveness and harms the brand’s credibility. This study examines the impact of green marketing strategies on the brand image of 5-star hotels in Lima, Peru. A survey of 206 hotel clients reveals that the implementation of green marketing positively influences the perceived benefits, corporate image, trust, and loyalty associated with these establishments. The results highlight that younger generations, particularly Millennials and Generation Z, are more likely to value sustainability initiatives, making them an important target for hotels seeking to enhance their brand image through eco-friendly practices. The findings suggest that effective communication of sustainable practices and transparency are essential to avoid greenwashing and build customer loyalty. This research contributes to the limited knowledge on green marketing in the Peruvian hotel sector and provides insights for both hotel managers and researchers on the importance of integrating genuine sustainability efforts into their marketing strategies.

1. Introduction

In recent years, sustainability has gained great importance in the business world, including the hospitality industry, where travelers are increasingly looking for accommodation establishments that possess sustainable policies. To respond to this growing trend, many hotels, especially high-end ones, are implementing green marketing strategies to consolidate their image as sustainable brands (Assaker et al., 2020) [1]. According to the Expedia Group Media Solutions report (2022) [2], 71% of travelers worldwide look for sustainable services when visiting a destination, while 70% of them avoid purchasing services with sustainable policies they perceive as unreliable. This poses a challenge for hotels when implementing green marketing strategies and ensuring their effectiveness, as they must not only attract customers and minimize their environmental impact (Nasution et al., 2024) [3], but also prevent their strategies from being perceived as greenwashing, which occurs when guests believe that sustainable practices are promoted merely to improve the hotel’s image without significant changes to its actual operations (TerraChoice, 2010, cited in Rahman & Nguyen-Viet, 2022) [4]. This perception negatively affects credibility and public trust, hindering the effectiveness of green marketing strategies as a tool to improve brand image.

Research such as that of Wijewardena and Herat (2020) [5] shows that, due to the popularity of the ‘green’ concept and given that hotels are one of the main resource-consuming industries, many hotels have been motivated to implement green marketing strategies in their operations in order to maintain their reputation and gain advantages in terms of image, value, customer loyalty, revisit intention, and operational efficiency. Similarly, the study of Mercade et al. (2019) [6] found that the increase in people’s concern about environmental issues, along with their preference for green products and services, has led to the emergence of green marketing. This approach emphasizes the implementation of consistent sustainable actions in hotel companies and their communication, which must transparently convey the commitment to sustainability, as well as the environmentally friendly actions of the hotels (Stoica, 2021) [7], in order to generate trust, loyalty, and a long-term relationship with customers (Guerreiro & Pachecho, 2021) [8].

Despite the existence of numerous international studies on the benefits of implementing green marketing on the image and reputation of organizations, there is a notable shortage of similar studies conducted in the hotel sector. This shortage is even more pronounced at the national level, creating a significant gap in knowledge on the topic. Lima City was chosen as the focus of this study because it is the region of Peru with the largest number of lodging establishments, representing 50% of the country’s 5-star hotels, which have an occupancy rate of 34.04%, the second highest after 4-star hotels, which reach 37.02% in Lima (Ministerio de Comercio Exterior y Turismo, 2023) [9]. Furthermore, Lima City is considered one of Latin America’s megacities, alongside Mexico City, Santiago de Chile and Rio de Janeiro, and has shown a growing concern for sustainability through its efforts to develop policies aimed at increasing green areas, improving water accessibility and optimizing transportation (Coq-Huelva & Asián-Chaves, 2019; Echeverría-Su et al., 2022) [10,11]. Additionally, with the expansion and new infrastructure of its International Airport Jorge Chávez, Lima is set to establish itself as the center of the new airport hub in South America (Vizcardo, 2023) [12], increasing the city’s connectivity and boosting its economic and tourism development, making it important for its hotels to adopt green practices in order to foster a sustainable tourism growth (Lenzen et al., 2018; Staszewska, 2024) [13,14]. Therefore, this research aims to reduce this gap by conducting a study to explore the relationship between the application of green marketing strategies and the perceived brand image, with the primary unit of analysis being the clients of 5-star hotels located in Lima City, Peru.

2. Literature Review

Several studies have highlighted the benefits of green marketing in the hotel industry. Wijewardena and Herat (2020) [5] observed that implementing green practices and effectively communicating them significantly enhances the corporate image of hotels in Sri Lanka. Similarly, Sarmiento-Guede et al. (2021) [15] established that green image, customer trust, satisfaction, and loyalty are interconnected, with green marketing strategies positively influencing these factors in the Spanish hotel sector. Bashir et al. (2020) [16] further emphasized that perceived consumer benefits strengthen the brand image of Malaysian hotels, strengthening customer preference, trust, and loyalty, and highlighting the need to design green marketing tactics in these establishments.

2.1. Green Marketing Strategies

Green marketing integrates sustainability and environmental responsibility into business strategy, leading companies to adapt their operations and promote sustainable products in response to the growing environmental and social problems caused by unsustainable consumption and production patterns driven by marketing (Sheth & Parvatiyar, 2020) [17]. Likewise, Mahmoud (2018) [18] explains that the concept of green marketing arose due to the growing interest of organizations in caring for the environment and involves carrying out activities related to the modification of the product or service offered, as well as adjustments in its development and promotion strategies. Mukonza and Swarts (2019) [19] add that these strategies are intended to develop products and services that are safer and more environmentally friendly by improving packaging, adopting measures to prevent pollution, and efficiently managing energy, improving the environmental performance of companies, maintaining a competitive advantage, and enhancing their corporate image. For their part, Reddy et al. (2023) [20] clarify that although green marketing involves promoting products or services based on their environmental impact or benefits, using advertising strategies that appeal to consumers’ ecological values, it goes far beyond simple promotion, as businesses, including hotels, need to build trust by ensuring transparent communication of the genuine benefits of their sustainable practices. (Alyahia et al., 2024) [21]. In this sense, green marketing emphasizes the application of responsible principles with the natural environment, which strengthens loyalty, attracts more customers, generates a competitive advantage and increases brand value for both customers and investors, which is why it is very important for companies to focus on the effective communication of green marketing strategies to ensure their successful implementation (Nadanyiova et al., 2020) [22]. To illustrate, some green marketing strategies implemented by hotels, especially luxury ones, include offering eco-discounts to guests and incorporating innovative, eco-friendly designs into their facilities (Cheng et al., 2022) [23]. In addition, these hotels frequently encourage guests to reuse amenities, such as towels and bed linens (Kim et al., 2022) [24]. Many also showcase their environmental certification logos in advertising to emphasize their commitment to sustainability (Sahin et al., 2019) [25]. Furthermore, they manage water, energy, and waste through practices focused on reduction, reuse, and responsible disposal (Seo et al., 2024) [26].

2.2. Brand Image

Farida and Azizah (2020) [27] indicate that brand image is a crucial component of any company, as it encompasses the associations that customers make in their minds regarding the value of a brand, helping it strengthen its development and achieve distinction from the competition (Liu, 2022) [28]. In the same manner, Wibowo and Teguh Santoso (2024) [29] argue that brand image represents the opinion customers have about a company, which is formed from the comparisons they make with other brands of the same category, and if this is a positive image, it can affect customers’ purchase choices in favor of that specific company, playing a crucial role in the process (Lita, 2024) [30]. Wang et al. (2024) [31] and Tahir et al. (2024) [32] adds that brand image includes factors such as the benefits obtained from the appearance of a product or service, the advantages related to their tangible attributes (functional), the benefits derived from the level to which consumer requirements are met (symbolic), and the benefits linked to customer experience and emotions (experiential). In this sense, a company that maintains a good reputation and whose brand image is recognized gives customers the confidence to purchase its products and services (Lada et al., 2018) [33].

2.3. Greenwashing

Greenwashing is also a marketing strategy; however, it involves companies distorting and exaggerating their sustainable actions rather than genuinely minimizing their environmental impact, which can create confusion about the authenticity of their environmental commitment and emphasize the need for increased transparency to maintain the credibility of their green marketing strategies (Szabo & Webster, 2020) [34]. On the other hand, Álvarez and Sureda (2023) [35] state that greenwashing does not reflect a company’s true environmental practices; instead, it transmits ambiguous messages that are recognized as misleading advertising with the aim of increasing profits by taking advantage of the growing demand for sustainable products and services.

Similarly, greenwashing is a practice that is especially harmful to the environment since, when companies resort to it, they not only fail to implement true sustainable initiatives but also contribute to the mismanagement of environmental practices, increasing resource waste, and promoting misinformation and irresponsible behavior among their employees (Cavazos et al., 2022) [36]. In this regard, Verma and Bharti (2023) [37] highlight the importance of eliminating the practice of greenwashing to protect the integrity of companies and shield customers from fraudulent promises, thereby fostering a genuine commitment to sustainability. Finally, Santos et al. (2023) [38] explain that greenwashing violates customer trust and negatively affects their perception, damaging the reputation of companies in the long term and fostering resentment toward their brand. In line with this, consumers differentiate genuine sustainability efforts from deceptive marketing or “greenwashing” by evaluating the authenticity of a brand’s actions, favoring those that align their brand values with long-term environmental preservation and engage their stakeholders (Prihatiningrum et al., 2024) [39], rather than those that exaggerate their environmental efforts and make only partial improvements to their sustainability practices, revealing a clear mismatch between their marketing claims and actual actions (Steenis et al., 2022) [40]. In addition, companies that engage and educate their consumers about environmental responsibility tend to be seen as genuine and generate trust, since they not only integrate sustainability into every aspect of their operations but also provide verifiable sustainability claims. (Hwang, 2024; Kanchana, 2024) [41,42].

2.4. Brand Loyalty

Zulfikar (2022) [43] explains that building strong brand loyalty is one of the main marketing goals and is immensely related to consumer purchasing preferences. Similarly, Hasan (2023) [44] adds that loyalty reflects the emotional bond between a brand and its consumers, which can influence their repurchase intentions, demonstrating a certain level of attachment to the brand’s values, policies, and reputation. On the other hand, Xiang et al. (2023) [45] define brand loyalty as the emotional, sustainable, and long-term relationship between a customer and a brand, influenced by factors such as perceived superiority, satisfaction, trust, and the price of the product or service (Hwang et al., 2021) [46]. In this sense, Troiville (2024) [47] suggests that for this relationship to be stronger and lead to greater consumer willingness to purchase and recommendations, companies must focus on improving their customers’ perception by offering personalized experiences and generating greater value, which can be achieved through effective communication and alignment with consumer trends (Huimin, 2024; Amatulli et al., 2021) [48,49]. In addition, Rather and Sharma (2018) [50] highlight the importance of having brand-loyal customers, as ensuring a positive relationship allows for strategic positioning in the hotel sector, which, in the long term, generates a competitive advantage and enables the hotel to stand out among other brands in the industry. In turn, Huo et al. (2022) [51] add that brand trust in a company’s sustainable actions and brand perception are essential for customer loyalty, meaning that a clear and transparent sustainable approach by a hotel can foster a long-lasting relationship between the customer and the establishment.

2.5. Hospitality Industry in Peru

According to Bai and Buvaneshwaran (2018) [52], the hotel industry is an established and highly competitive sector that offers a variety of services, such as accommodation, dining, and entertainment, among others. Gupta et al. (2022) [53] add that the purpose of this industry is to offer a personalized and unique experience to customers, and to achieve this, it has undergone numerous changes over the years to maintain service quality in accordance with evolving needs and trends. On the other hand, Elshaer & Marzouk (2022) [54] state that this industry is essential to the tourism sector, as it helps create memorable travel experiences for tourists by providing a wide range of services and innovations, having high expectations for exponential growth in the oncoming years (Kapoor & Kapoor, 2021) [55]. Specifically referring to the hotel industry in Peru, Rutti et al. (2021) [56] point out that it contributes significantly to the growth of the country’s economy, generating millions of employment opportunities and increasing the Gross Domestic Product (Blanco & Hancco, 2020) [57]. This industry has managed to consolidate strong demand related to luxury hotels and presents great growth potential for this category (Larraufie, 2018) [58]. It also stands out for its ability to adapt to new trends and opportunities, such as ecological innovation in hotels (Cántaro, 2023) [59].

2.6. Sustainable Development Goals (SDG)

The Sustainable Development Goals (SDGs) are a set of 17 global goals created to address the world’s most critical challenges, with the aim of ensuring a sustainable future without compromising the needs of the present, and which are expected to be achieved by 2030 (Ensign, 2022) [60]. In this sense, the implementation of green marketing strategies is linked to SDGs 11, 12, and 17, where SDG 11 promotes sustainable practices in communities and cities (Koch & Krellenberg, 2018) [61], SDG 12 encourages responsible consumption and production of ecological products (Gasper et al., 2019) [62], and SDG 17 encourages strategic alliances between industries for sustainable development (Grewal et al., 2024) [63]. Thus, green marketing is a key tool for achieving these goals, as it promotes sustainable practices in cities, drives responsible production, and fosters alliances between companies, governments, and organizations for more sustainable development

3. Materials and Methods

3.1. Setting and Data Collection

To collect the data necessary for this study, the population of clients of 5-star hotels in the Lima, Peru, was chosen because these establishments have adopted sustainable practices to a greater extent in response to the growing importance of sustainability (Assaker et al., 2020) [1], earning recognition for their success in implementing these strategies (Budarma et al., 2020) [64]. From this population, a non-probabilistic convenience sample of 226 clients has been taken, selected based on the researchers’ accessibility to them (Andrade, 2020) [65]. This sampling method best suits the present study, as it allows for the collection of direct information from clients who have previously visited 5-star hotels in Lima City and are aware of the green marketing strategies employed by these establishments. The questionnaire was then distributed to a general database of individuals who met the age and gender selection criteria, using channels accessible to the researchers, such as personal and professional networks and referrals, resulting in 206 valid responses. The questionnaire was then distributed to a general database of individuals who met the age and gender selection criteria, using channels accessible to the researchers, such as personal and professional networks, and referrals, which led to 206 valid responses. Moreover, to ensure demographic representation of the sample and reduce potential bias, the study has considered national tourism data from PromPerú (2023) [66], which indicate that the majority of customers who visit 5-star hotels in Lima are Millennials and Generation Z, and that there is a generally balanced distribution between male and female visitors. These hotels, in total 31, are mainly located in the districts of Miraflores and San Isidro, further supporting the accessibility and relevance of the selected sample (Ministerio de Comercio Exterior y Turismo, 2024) [67].

3.2. Survey Design

The instrument used is a questionnaire designed to gather primary and statistically valid information on a specific topic through a series of questions (Roopa & Rani, 2012) [68]. The questionnaire employs a five-point Likert scale, ranging from “strongly disagree” to “strongly agree,” and is divided into six sections. These sections include filter questions and questions related to the dimensions of perceived benefits, sustainable corporate image, brand trust, brand loyalty, and purchase decision. To ensure the validity of the dimensions, a pilot study was conducted with experts who reviewed and confirmed the validity and content of the instrument. Additionally, at the beginning of the questionnaire, a brief explanation of green marketing was included to provide all participants with an understanding of the concept. It was assumed that customers of these establishments had been exposed to green marketing practices, as 5-star hotels in Lima are known to implement them.

3.3. Analysis Plan

For the data collection process, a questionnaire was distributed to clients of 5-star hotels in Lima City via Google Forms. This distribution took place over approximately three weeks, from 15 July to 3 August. Additionally, the collected responses were filtered to exclude invalid ones, resulting in 91.15% valid responses. In total, 206 responses were obtained. The data analysis was conducted using basic descriptive statistics, such as frequency analysis, to summarize, understand, and interpret the responses from the questionnaire (Rohwer, 2022) [69].

4. Results

The number of respondents who answered the survey and passed the filter was 206. As shown in

Table 1. Characteristics of participants.

Items	N	%
Gender
Male	92	44.7%
Female	114	55.3%
Age
18 to 25 years old (Generation Z)	68	33.0%
26 to 40 years old (Millennials)	59	28.6%
41 to 55 years old (Generation X)	48	23.3%
56 to 76 years old (Baby Boomers)	31	15.0%
Visit to a 5-star hotel in Lima City area in the last year
Yeah	206	100%
No	0	0.0%
Frequency of accommodation
2 times a year	51	24.8%
2 times a month	9	4.4%
Every 3 months	19	9.2%
Every 4 months	26	12.6%
Once a year	92	44.7%
Once a month	9	4.4%
Motivation for lodging
Good location	17	8.3%
Exceptional quality of service	60	29.1%
Luxury amenities and facilities	59	28.6%
Events held	16	7.8%
Exceptional gastronomy	5	2.4%
Promotions and offers	26	12.6%
Hotel reputation and brand	14	6.8%
Services and amenities	9	4.4%

, the characteristics of the respondents indicate that 100% have visited 5-star hotels in the Lima City area in the last year. Of this total, the majority are female (55.53%), while the remaining percentage are male (44.7%). Likewise, most respondents are in the age range of 18 to 25 years, corresponding to Generation Z (33%), while only 15% belong to the age range of 56 to 76 years (Baby Boomers). Regarding the frequency of accommodation, the majority stay once a year (44.7%), while only 4.4% stay once or twice a month. Finally, regarding the motivation for travel, 29.1% indicated that it was due to the exceptional quality of service at the hotel, 28.6% mentioned the luxury amenities and facilities, and only five respondents cited exceptional gastronomy as the main reason (2.4%).

As seen in

Table 2. Results of Dimension 1: Perceived Benefits.

Affirmation	Age Range	Totally Disagree	Disagree	Neutral	Agree	Totally Agree	Total
I feel emotionally satisfied staying at this hotel knowing that it is committed to sustainable and environmentally friendly practices.	18 to 25 years old (Generation Z)	1.5%	0.0%	11.8%	45.6%	41.2%	100.0%
	26 to 40 years old (Millennials)	0.0%	3.4%	8.5%	62.7%	25.4%	100.0%
	41 to 55 years old (Generation X)	6.3%	0.0%	16.7%	47.9%	29.2%	100.0%
	56 to 76 years old (Baby Boomers)	6.5%	3.2%	16.1%	48.4%	25.8%	100.0%
	Total	2.9%	1.5%	12.6%	51.5%	31.6%	100.0%
This hotel’s attention to green initiatives increases my perception that the hotel cares about me and values me as a person committed to caring for the environment.	18 to 25 years old (Generation Z)	0.0%	1.5%	27.9%	44.1%	26.5%	100.0%
	26 to 40 years old (Millennials)	0.0%	0.0%	10.2%	69.5%	20.3%	100.0%
	41 to 55 years old (Generation X)	6.3%	2.1%	16.7%	50.0%	25.0%	100.0%
	56 to 76 years old (Baby Boomers)	3.2%	0.0%	25.8%	48.4%	22.6%	100.0%
	Total	1.9%	1.0%	19.9%	53.4%	23.8%	100.0%
The sustainable practices of this hotel contribute to the preservation of the environment.	18 to 25 years old (Generation Z)	0.0%	1.5%	22.1%	48.5%	27.9%	100.0%
	26 to 40 years old (Millennials)	0.0%	3.4%	11.9%	59.3%	25.4%	100.0%
	41 to 55 years old (Generation X)	6.3%	0.0%	8.3%	54.2%	31.3%	100.0%
	56 to 76 years old (Baby Boomers)	6.5%	0.0%	16.1%	61.3%	16.1%	100.0%
	Total	2.4%	1.5%	15.0%	54.9%	26.2%	100.0%
The benefits I get from staying at this hotel are greater than those I would get at other establishments without these practices.	18 to 25 years old (Generation Z)	0.0%	0.0%	27.9%	42.6%	29.4%	100.0%
	26 to 40 years old (Millennials)	0.0%	1.7%	18.6%	52.5%	27.1%	100.0%
	41 to 55 years old (Generation X)	4.2%	8.3%	14.6%	50.0%	22.9%	100.0%
	56 to 76 years old (Baby Boomers)	6.5%	0.0%	19.4%	58.1%	16.1%	100.0%
	Total	1.9%	2.4%	20.9%	49.5%	25.2%	100.0%

, regarding the statement “I feel emotionally satisfied when staying at this hotel knowing that it is committed to sustainable and environmentally friendly practices,” the highest percentage of agreement is found among Millennials at 88.1%, while the lowest is found among Baby Boomers at 74.2%.

In the statement “This hotel’s attention to green initiatives increases my perception that the hotel cares about me and values me as a person committed to caring for the environment,” Millennials again show the highest percentage of agreement, reaching 89.8%, while the lowest is attributed to Generation Z at 70.6%.

Regarding the statement “The sustainable practices of this hotel contribute to the preservation of the environment,” the highest percentage of agreement is found among Generation X at 85.5%, with the lowest found among Generation Z at 76.4%.

Finally, in the statement “The benefits I get from staying at this hotel are greater than those I would get at other establishments without these practices,” the highest percentage of agreement is found among Millennials at 79.6%, while the lowest is found among Generation Z at 72%.

In summary, most participants expressed agreement that the green marketing strategies of 5-star hotels in Lima are associated with perceived benefits, with Millennials leading this percentage. In contrast, the generations showing the highest level of resistance regarding the dimension of perceived benefits are Generation X and Baby Boomers.

The results in

Table 3. Results of Dimension 2: Sustainable corporate image.

Affirmation	Age Range	Totally Disagree	Disagree	Neutral	Agree	Totally Agree	Total
This hotel has a strong reputation for its commitment to sustainable practices.	18 to 25 years old (Generation Z)	0.0%	0.0%	26.5%	45.6%	27.9%	100.0%
	26 to 40 years old (Millennials)	0.0%	1.7%	16.9%	57.6%	23.7%	100.0%
	41 to 55 years old (Generation X)	4.2%	0.0%	18.8%	50.0%	27.1%	100.0%
	56 to 76 years old (Baby Boomers)	3.2%	3.2%	12.9%	61.3%	19.4%	100.0%
	Total	1.5%	1.0%	19.9%	52.4%	25.2%	100.0%
The hotel’s awards and recognitions reflect its true commitment to the environment.	18 to 25 years old (Generation Z)	0.0%	0.0%	20.6%	45.6%	33.8%	100.0%
	26 to 40 years old (Millennials)	0.0%	1.7%	18.6%	55.9%	23.7%	100.0%
	41 to 55 years old (Generation X)	4.2%	0.0%	10.4%	52.1%	33.3%	100.0%
	56 to 76 years old (Baby Boomers)	3.2%	0.0%	16.1%	64.5%	16.1%	100.0%
	Total	1.5%	0.5%	17.0%	52.9%	28.2%	100.0%
I believe these hotels are committed to continually improving their sustainable practices in the future.	18 to 25 years old (Generation Z)	0.0%	0.0%	11.8%	58.8%	29.4%	100.0%
	26 to 40 years old (Millennials)	0.0%	0.0%	13.6%	64.4%	22.0%	100.0%
	41 to 55 years old (Generation X)	4.2%	0.0%	10.4%	50.0%	35.4%	100.0%
	56 to 76 years old (Baby Boomers)	3.2%	0.0%	6.5%	77.4%	12.9%	100.0%
	Total	1.5%	0.0%	11.2%	61.2%	26.2%	100.0%
The hotel’s employees are knowledgeable and committed to sustainable practices, which is reflected in their customer service.	18 to 25 years old (Generation Z)	0.0%	2.9%	20.6%	54.4%	22.1%	100.0%
	26 to 40 years old (Millennials)	0.0%	1.7%	15.3%	50.8%	32.2%	100.0%
	41 to 55 years old (Generation X)	4.2%	2.1%	20.8%	45.8%	27.1%	100.0%
	56 to 76 years old (Baby Boomers)	6.5%	0.0%	19.4%	58.1%	16.1%	100.0%
	Total	1.9%	1.9%	18.9%	51.9%	25.2%	100.0%

show that, regarding the first statement, “This hotel has a solid reputation for its commitment to sustainable practices,” the age group with the highest degree of agreement is Millennials at 81.3%, while Generation Z has the lowest percentage of agreement at 73.5%.

On the other hand, in the statement “The hotel’s awards and recognitions reflect its real commitment to the environment,” Generation X has the highest percentage of agreement at 85.4%, while the lowest is attributed to Generation Z at 79.4%.

Regarding the statement “I believe these hotels are committed to continually improving their sustainable practices in the future,” the highest percentage of agreement was found among Baby Boomers at 90.3%, and the lowest was found among Generation X at 85.4%.

Finally, regarding the statement “The employees at this hotel are well-informed and committed to sustainable practices, which is reflected in their customer service,” the highest percentage of agreement is found among Millennials at 83%, while the lowest is observed in Generation X at 72.9%.

Overall, most respondents perceive that 5-star hotels in Lima City have a strong corporate image and demonstrate commitment to sustainable practices, with Millennials leading this percentage once again. In contrast, the generation showing the greatest resistance or disagreement regarding this dimension is Generation X.

According to the results in

Table 4. Results of Dimension 3: Brand Trust.

Affirmation	Age Range	Totally Disagree	Disagree	Neutral	Agree	Totally Agree	Total
This hotel’s communication about its sustainable initiatives is transparent and honest.	18 to 25 years old (Generation Z)	0.0%	0.0%	17.6%	50.0%	32.4%	100.0%
	26 to 40 years old (Millennials)	0.0%	1.7%	11.9%	59.3%	27.1%	100.0%
	41 to 55 years old (Generation X)	4.2%	0.0%	22.9%	54.2%	18.8%	100.0%
	56 to 76 years old (Baby Boomers)	6.5%	0.0%	12.9%	64.5%	16.1%	100.0%
	Total	1.9%	0.5%	16.5%	55.8%	25.2%	100.0%
The hotel’s facilities reflect its commitment to sustainability through the implementation of renewable energy, efficient waste management and water conservation.	18 to 25 years old (Generation Z)	0.0%	0.0%	7.4%	63.2%	29.4%	100.0%
	26 to 40 years old (Millennials)	0.0%	3.4%	11.9%	59.3%	25.4%	100.0%
	41 to 55 years old (Generation X)	2.1%	0.0%	14.6%	60.4%	22.9%	100.0%
	56 to 76 years old (Baby Boomers)	3.2%	0.0%	25.8%	54.8%	16.1%	100.0%
	Total	1.0%	1.0%	13.1%	60.2%	24.8%	100.0%
I trust that this hotel’s commitment to sustainability is long-term and not just a temporary marketing strategy (greenwashing).	18 to 25 years old (Generation Z)	1.5%	0.0%	20.6%	60.3%	17.6%	100.0%
	26 to 40 years old (Millennials)	0.0%	1.7%	11.9%	55.9%	30.5%	100.0%
	41 to 55 years old (Generation X)	4.2%	2.1%	10.4%	54.2%	29.2%	100.0%
	56 to 76 years old (Baby Boomers)	3.2%	0.0%	16.1%	61.3%	19.4%	100.0%
	Total	1.9%	1.0%	15.0%	57.8%	24.3%	100.0%
This hotel delivers on its promises in terms of sustainability.	18 to 25 years old (Generation Z)	0.0%	0.0%	13.2%	58.8%	27.9%	100.0%
	26 to 40 years old (Millennials)	0.0%	0.0%	10.2%	62.7%	27.1%	100.0%
	41 to 55 years old (Generation X)	2.1%	2.1%	25.0%	41.7%	29.2%	100.0%
	56 to 76 years old (Baby Boomers)	3.2%	3.2%	19.4%	61.3%	12.9%	100.0%
	Total	1.0%	1.0%	16.0%	56.3%	25.7%	100.0%

, in relation to the statement “This hotel’s communication about its sustainable initiatives is transparent and honest,” respondents from the Millennial generation express the highest level of agreement, reaching 86.4%, while Generation X registers the lowest percentage at 73%.

Regarding the statement “The facilities of this hotel reflect its commitment to sustainability through the implementation of renewable energy, efficient waste management, and water conservation,” Generation Z shows the highest level of agreement at 92.6%, with Baby Boomers showing the lowest percentage at 70.9%.

Regarding the statement “I trust that this hotel’s commitment to sustainability is long-term and not just a temporary marketing strategy (greenwashing),” Millennials again stand out with an agreement level of 86.4%, while Generation Z reflects the lowest degree of confidence at 77.9%.

Finally, in the statement “This hotel delivers what it promises in terms of sustainability,” Millennials show the highest agreement at 89.8%, while Generation Z has the lowest percentage at 70.9%.

To sum up, most participants generally view 5-star hotels in Lima City as clear and reliable in their sustainability commitments, with Millennials showing the greatest confidence in these practices. In contrast, Generation Z and Baby Boomers tend to exhibit more doubt regarding the sustainability initiatives implemented by these hotels.

According to the results in

Table 5. Results of Dimension 4: Brand Loyalty.

Affirmation	Age Range	Totally Disagree	Disagree	Neutral	Agree	Totally Agree	Total
Hotels that apply green marketing strategies are my first choice when looking for accommodation in the Lima area.	18 to 25 years old (Generation Z)	1.5%	2.9%	23.5%	47.1%	25.0%	100.0%
	26 to 40 years old (Millennials)	0.0%	3.4%	23.7%	54.2%	18.6%	100.0%
	41 to 55 years old (Generation X)	6.3%	8.3%	29.2%	37.5%	18.8%	100.0%
	56 to 76 years old (Baby Boomers)	0.0%	6.5%	35.5%	51.6%	6.5%	100.0%
	Total	1.9%	4.9%	26.7%	47.6%	18.9%	100.0%
I feel emotionally connected to this hotel brand because of its commitment to sustainability.	18 to 25 years old (Generation Z)	0.0%	2.9%	22.1%	47.1%	27.9%	100.0%
	26 to 40 years old (Millennials)	0.0%	3.4%	15.3%	62.7%	18.6%	100.0%
	41 to 55 years old (Generation X)	4.2%	4.2%	20.8%	50.0%	20.8%	100.0%
	56 to 76 years old (Baby Boomers)	0.0%	0.0%	32.3%	58.1%	9.7%	100.0%
	Total	1.0%	2.9%	21.4%	53.9%	20.9%	100.0%
There is a high probability that I will choose to book my stay at this type of hotel again.	18 to 25 years old (Generation Z)	0.0%	0.0%	7.4%	58.8%	33.8%	100.0%
	26 to 40 years old (Millennials)	0.0%	0.0%	15.3%	64.4%	20.3%	100.0%
	41 to 55 years old (Generation X)	2.1%	4.2%	16.7%	52.1%	25.0%	100.0%
	56 to 76 years old (Baby Boomers)	0.0%	0.0%	16.1%	67.7%	16.1%	100.0%
	Total	0.5%	1.0%	13.1%	60.2%	25.2%	100.0%
I always recommend this type of hotel to family and friends visiting the area.	18 to 25 years old (Generation Z)	0.0%	0.0%	16.2%	51.5%	32.4%	100.0%
	26 to 40 years old (Millennials)	0.0%	1.7%	13.6%	67.8%	16.9%	100.0%
	41 to 55 years old (Generation X)	4.2%	4.2%	20.8%	47.9%	22.9%	100.0%
	56 to 76 years old (Baby Boomers)	0.0%	3.2%	19.4%	67.7%	9.7%	100.0%
	Total	1.0%	1.9%	17.0%	57.8%	22.3%	100.0%

, in response to the statement “Hotels that apply green marketing strategies are my first choice when looking for accommodation in the Lima area,” Millennials express the highest level of agreement with 72.8%, while Generation X reflects the lowest percentage with 56.3%.

Regarding the statement “I feel emotionally connected to this hotel brand because of its commitment to sustainability,” Millennials come out on top at 81.3%, while Baby Boomers show the lowest level at 67.8%.

For the statement “There is a high probability that I will choose this type of hotel again,” Generation Z leads with 92.6%, and Generation X has the lowest level with 77.1%.

Finally, when asked about “I always recommend this type of hotel to family and friends who visit the area,” Millennials stand out with 84.7%, while Generation X shows the lowest level with 70.8%.

In conclusion, the results suggest that Millennials tend to show stronger loyalty to hotels implementing green marketing strategies in Lima City, while Generation X shows less loyalty towards these types of establishments.

Based on the findings in

Table 6. Results of Dimension 5: Purchase Decision.

Affirmation	Age Range	Totally Disagree	Disagree	Neutral	Agree	Totally Agree	Total
I always research this hotel’s environmental policy and sustainable practices before booking.	18 to 25 years old (Generation Z)	1.5%	10.3%	42.6%	33.8%	11.8%	100.0%
	26 to 40 years old (Millennials)	1.7%	3.4%	23.7%	50.8%	20.3%	100.0%
	41 to 55 years old (Generation X)	10.4%	6.3%	20.8%	41.7%	20.8%	100.0%
	56 to 76 years old (Baby Boomers)	0.0%	6.5%	35.5%	54.8%	3.2%	100.0%
	Total	3.4%	6.8%	31.1%	43.7%	15.0%	100.0%
I consider that the implementation of green marketing strategies by this hotel for my purchasing preference is:	18 to 25 years old (Generation Z)	0.0%	0.0%	38.2%	38.2%	23.5%	100.0%
	26 to 40 years old (Millennials)	1.7%	5.1%	32.2%	49.2%	11.9%	100.0%
	41 to 55 years old (Generation X)	2.1%	12.5%	29.2%	37.5%	18.8%	100.0%
	56 to 76 years old (Baby Boomers)	3.2%	3.2%	25.8%	61.3%	6.5%	100.0%
	Total	1.5%	4.9%	32.5%	44.7%	16.5%	100.0%
I value the sustainable practices that this hotel applies and consider them important to improve my satisfaction.	18 to 25 years old (Generation Z)	1.5%	0.0%	11.8%	50.0%	36.8%	100.0%
	26 to 40 years old (Millennials)	0.0%	0.0%	15.3%	64.4%	20.3%	100.0%
	41 to 55 years old (Generation X)	0.0%	4.2%	12.5%	58.3%	25.0%	100.0%
	56 to 76 years old (Baby Boomers)	3.2%	0.0%	29.0%	54.8%	12.9%	100.0%
	Total	1.0%	1.0%	15.5%	56.8%	25.7%	100.0%
I believe that the prices of this hotel’s services are justified by its service and its commitment to sustainability.	18 to 25 years old (Generation Z)	0.0%	0.0%	11.8%	51.5%	36.8%	100.0%
	26 to 40 years old (Millennials)	0.0%	1.7%	18.6%	52.5%	27.1%	100.0%
	41 to 55 years old (Generation X)	0.0%	8.3%	12.5%	60.4%	18.8%	100.0%
	56 to 76 years old (Baby Boomers)	0.0%	3.2%	29.0%	64.5%	3.2%	100.0%
	Total	0.0%	2.9%	16.5%	55.8%	24.8%	100.0%
The implementation of sustainable practices at this hotel positively influences my perception of the quality of its services.	18 to 25 years old (Generation Z)	0.0%	0.0%	14.7%	42.6%	42.6%	100.0%
	26 to 40 years old (Millennials)	0.0%	1.7%	13.6%	59.3%	25.4%	100.0%
	41 to 55 years old (Generation X)	2.1%	4.2%	14.6%	52.1%	27.1%	100.0%
	56 to 76 years old (Baby Boomers)	0.0%	0.0%	16.1%	67.7%	16.1%	100.0%
	Total	0.5%	1.5%	14.6%	53.4%	30.1%	100.0%

, the statement “I always research this hotel’s environmental policy and sustainable practices before booking” shows the highest level of agreement among Millennials, with 71.1%, whereas Generation Z displays the lowest level of agreement at 45.6%.

In response to the statement “I believe that the implementation of green marketing strategies by this hotel influences my purchasing preference,” Baby Boomers stand out with 67.8% agreement, while Generation X has the lowest percentage at 56.3%.

Regarding the statement “I value the sustainable practices that this hotel applies and consider them important to improve my satisfaction,” Generation Z registers the highest level of agreement, with 86.8%, while Baby Boomers have the lowest percentage at 67.7%.

Concerning the statement “I consider that the prices of the services of this hotel are justified by its service and its commitment to sustainability,” Generation Z leads with 88.3%, while Baby Boomers reflect a lower percentage at 67.7%.

Finally, in the statement “The implementation of sustainable practices in this hotel positively influences my perception of the quality of its services,” Generation Z stands out with 85.2%, while Generation X shows the lowest percentage at 79.2%.

In summary, most participants believe that the application of green marketing strategies by 5-star hotels in Lima City influences their purchasing decisions, with Generation Z leading this trend by showing the highest level of acceptance. In contrast, Baby Boomers and Generation X show less interest in the influence of these sustainable practices on their choice of accommodation.

5. Discussion

Overall, this research highlights that Generation Z and Millennials are the generations that show the greatest agreement regarding the five dimensions used to evaluate the perceived impact of green marketing on the brand image of 5-star hotels in Lima City. This trend is supported by the study by Nadanyiova et al. (2020) [22], which indicates that, for the most part, Millennials and Post-Millennials or Generation Z prefer to purchase products or services from companies that apply green marketing and are the most likely to feel personal satisfaction in contributing to sustainability. Furthermore, the strong alignment with sustainability among these younger generations may be attributed to their greater exposure to environmental challenges, technology and social media while growing up, which enhances their access to information and environmental awareness; this explains their higher agreement levels in the dimensions of brand loyalty, perceived benefits, sustainable corporate image and influence on purchasing decisions, and also accounts for Generation Z’s skepticism about green marketing promotions without adequate evidence (Thangavel et al., 2019; Djafarova & Foots, 2022) [70,71]. On the other hand, lower agreement levels among Generation X and Baby Boomers may reflect their lesser interest in sustainability when making purchase, as they grew up in times when sustainability was not a major concern, leading them to remain unconvinced by environmental claims, as they tend to prioritize factors such as comfort, price, accessibility and quality (Mulliner et al., 2020; Nichols & Holt, 2023) [72,73].

To address this gap, it is recommended that hotels adjust their sustainability communication strategies according to each generation; for example, while younger generations may respond positively to the digital sharing of sustainable efforts through online platforms, older and less receptive generations tend to be more influenced by traditional marketing messages and tangible benefits, so hotels could align sustainability efforts with traditional aspects of hospitality to strengthen the perception and trust and among Generation X and Baby Boomers. (Fei et al., 2024; Seyfi et al., 2024; Zlatanov & Đuričanin, 2023) [74,75,76]. Additionally, showcasing concrete sustainable actions such as displaying well-known green certifications or implementing visible eco-friendly practices within hotel operations, and clearly communicating their meaning and impact, can help reinforce credibility among less sustainability-receptive generations (Chi et al., 2022) [77].

The results in Table 2 show a high level of acceptance of perceived benefits related to green marketing strategies. This is consistent with the findings of Bashir et al. (2020) and Sarmiento-Guede et al. (2021) [15,16], who concluded that the perceived benefits of implementing ecological practices in hotels can increase customer satisfaction, thereby improving the brand image. These results suggest that the implementation of green marketing strategies is associated with higher perceived benefits and overall customer satisfaction in 5-star hotels in Lima City, which may indicate that hotels applying these practices are better aligned with the expectations of a more environmentally conscious market. This finding is supported by Wang et al. (2024) and Tahir et al. (2024) [31,32], who highlight that the advantages experienced by consumers include those derived from the practical attributes of the service, as well as those related to the satisfaction of their needs and emotions, which, when fulfilled, can increase the value they perceive from the hotel.

In relation to sustainable corporate image, Table 3 indicates that most respondents perceive that 5-star hotels in Lima City have a strong sustainable corporate image in connection with the implementation of green marketing strategies. This finding aligns with the study of Wijewardena and Herat (2020) [5], who concluded that the green corporate image of hotels improves with the implementation of such practices. This may suggest that the effective implementation of green marketing strategies is perceived as enhancing the corporate image of hotels, highlighting the importance of continuing to develop sustainable practices to maintain and strengthen their reputation. Furthermore, Mukonza and Swarts (2019) [19] emphasize that these strategies enable companies to remain competitive while reinforcing their sustainable corporate image.

Findings from Table 4 reveal a strong perception of brand trust, with respondents perceiving 5-star hotels as transparent and reliable in their sustainability efforts, which aligns with the findings of Sarmiento-Guede et al. (2021) [16], who observed that the application of authentic green marketing strategies in the hotel industry increases consumer trust in the brand. Consequently, these results suggest that transparency and authenticity in sustainable practices may be perceived as consolidating trust in the brand, making it essential that green marketing strategies be verifiable through genuine actions that demonstrate a true commitment to sustainability. This is particularly important in avoiding greenwashing, which can reduce consumer trust, loyalty, and purchase intention, as it causes feelings of resentment or betrayal in consumers who choose to avoid brands they perceive as deceptive, which can also lead to consumer backlash (Santos, 2023; Shi & Omar, 2024; Mohammed et al., 2025) [38,78,79]. Moreover, this conclusion is further supported by Szabo and Webster (2020) [34], who emphasize the need for companies to enhance transparency in their actions and communication to build credibility in their green marketing strategies.

Table 5 shows that respondents appear to demonstrate greater brand loyalty toward hotels that apply green marketing strategies in Lima City, which corresponds with studies by Bashir et al. (2020) and Alam et al. (2024) [16,80]. These studies observed an increase in consumer loyalty resulting from the implementation of green strategies and highlighted the importance of managers designing and adopting such strategies to improve the reputation of hotels and other companies in the sector. Consequently, the results suggest that consumers value the implementation of green marketing strategies, which could strengthen their loyalty. In this context, Troiville (2024) [47] emphasizes that, to enhance customer loyalty, companies must focus on innovating and adapting to current consumer preferences; today, this can be effectively achieved through the implementation of consistent green marketing strategies.

Finally, regarding the fifth specific objective, the results in Table 6 reveal that customers perceive the application of green marketing strategies by hotels as having a positive impact on their purchasing decisions, which is consistent with the research of Dwipamurti et al. (2018) and Majeed et al. (2022) [81,82]. These authors identified a significant relationship between green marketing strategies and consumers’ purchasing intentions or decisions, suggesting that the positive image generated by these strategies may encourage consumers to choose and prefer hotels that adopt them. Moreover, Lita (2024) [30] argues that a positive image directly influences consumers’ preferences and purchasing decisions, which reinforces the importance of applying these practices to attract customers effectively.

6. Conclusions

This investigation found that green marketing strategies are associated with higher perceived benefits, strengthen the sustainable corporate image, increase trust and loyalty toward the brand, and favor the purchase decision, which are key dimensions of brand image. In other words, the implementation of these strategies is directly related to improving the brand image perception of 5-star hotels in Lima City. However, this study presents certain limitations, such as a small sample size and its geographic focus exclusively on Lima, which may introduce bias and limit the reach of the findings. Additionally, the lack of robust statistical analysis, since it was limited to descriptive frequencies, restricts the ability to confirm relationships between variables.

Despite these limitations, the findings emphasize the importance of hotels in the sector designing and implementing authentic green marketing strategies that align with the expectations of younger generations, as these strategies would not only contribute to sustainability but also strengthen their competitiveness in the market. Moreover, hotel managers should adopt transparent communication, showcase green certifications, tailor their marketing strategies according to each generation’s preferences, and provide visible evidence of their sustainable actions to validate their efforts and prevent perceptions of greenwashing.

This research contributes to the limited information available on sustainable marketing in the Peruvian hotel sector, offering a local and up-to-date perspective on the impact of these strategies. It also provides a framework for future research at both national and international levels, with a particular focus on sustainability and marketing. Future studies are recommended to explore the impact of green marketing strategies on other segments of the hotel market, such as hotels of different categories or those located in other regions or rural areas. Furthermore, it is suggested that future research adopts a mixed approach, incorporating not only customer opinions but also the perspectives of hotel managers, to gain a deeper understanding of the impact of green marketing strategies. A more robust statistical analysis is also recommended, as well as broader or longitudinal studies that could provide insights into the long-term effects of green marketing on brand image.

6.1. Practical Implications

This research, which had a generational focus, has helped to identify how each generational group, including Baby Boomers, Generation X, Millennials, and Generation Z, perceives sustainability initiatives. This information will help design specific actions that align with the preferences and values of each generation, making green marketing strategies more effective and improving consumer loyalty, trust, and purchase decisions.

6.2. Theoretical Implications

This research contributes to green marketing information in hospitality by showing how generational differences influence perceptions of sustainability initiatives. It highlights that each generation responds differently to green marketing, challenging the idea that sustainable actions are immediately well perceived by everyone. It also emphasizes the need to consider generational differences when developing green marketing strategies.