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.
Brañes et al. (2025) studied this question.