Analisis Praktik Greenwashing dalam Industri Pariwisata: Tinjauan Etika Bisnis Terhadap Kepercayaan Konsumen, Transparansi Informasi, dan Persepsi Keberlanjutan Hotel Bintang 5 di Bali

Ni Kadek Nia Paramita, Ni Made Anintia Trisna Sari, Komang Diva Suadnyana Putra, Nur Indah Cahyanti, Komang Purnami, Happy Desti Silalahi

Abstract


The phenomenon of greenwashing in Bali’s hospitality industry has become increasingly important alongside the growing trend of sustainable tourism. This study aims to analyze greenwashing practices in five-star hotels in Bali, their impact on consumer trust, and their relevance to business ethics. The study uses a qualitative approach through a literature review method. The results show that greenwashing is reflected in environmental claims that are not fully supported by actual sustainable practices. This condition reduces consumer trust and indicates violations of business ethics principles, particularly honesty, transparency, and responsibility. Therefore, stronger transparency and authentic sustainability practices are needed to support a sustainable tourism industry in Bali


Keywords


greenwashing; business ethics; sustainability; consumer trust; hospitality industry

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DOI: https://doi.org/10.52364/synergy.v6i2.115

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