The main aim of this research was to shed light on the influence of social media campaigns on consumers’ attitudes toward green tourism, aligning with sustainable consumer behavior. However, the prior literature explored the campaign characteristics and perceived usefulness of attitudes toward green consumption that translate into green consumer behavior. Data were collected from four hundred social media users, and the confirmatory factor was used to measure their reliability and validity. Hypotheses were measured through structural equation modeling. This research suggested that managers should consider campaign characteristics such as informativeness and persuasiveness to develop positive attitudes toward green tourism. Moreover, researchers should focus on social media campaign characteristics and perceived usefulness as antecedents of consumers’ attitudes toward green tourism.

The purpose of this research explores the influence that awareness of green products has on greenwashing, green consumer confusion, and its influence on the green product experience following COVID-19. Consumer behavioral outcomes, including repurchase intentions and word-of-mouth (WOM) intentions, are addressed. A survey was conducted to analyze the proposed hypotheses. Data were obtained from 440 consumers of hotel industry products (overnight guests). Confirmatory factor analysis was employed to observe the collected data’s validity. Structural equational modelling was then used to support hypothesis testing. Findings documented that greenwashing is adversely linked to the consumer’s green product experience, which then leads to negative WOM and lower repurchase intention. Greenwashing leads to negatively affecting the reputation of marketers, as buyers avoid repeat product purchasing. Moreover, dissatisfied buyers spread negative word-of-mouth about those specific products. This study’s contribution identifies consequences of marketers using greenwashing strategies which confuse buyers about products, and negatively affect consumer intention to repurchase hotel products.