Greenhushing on Online Delivery Platforms: How Does it Affect Consumers and a Possible Intervention
(A2025-126169)

AUTHORS

Annamaria Tuan, University of Bologna - Department of Management; Musa Essa, Tilburg University; Marco Visentin, University of Bologna

ABSTRACT

This paper explores greenhushing in online delivery platforms from a consumer perspective. Greenhushing is when companies intentionally hide their green efforts to avoid further scrutiny and backlash from consumers. First, we test whether managers’ assumptions about greenhushing are valid—specifically, that consumers perceive green products as more expensive. Second, we compare greenhushing with strategies like greenwashing to examine consumers’ moral reactions and attitudes toward the companies. Finally, we test an intervention enabling companies to benefit from green efforts while avoiding the risks associated with framing their products as green or sustainable. Results show managers’ intuition is partly correct: consumers view green products as pricier, but greenhushing doesn’t affect choices. However, revealing green efforts post-purchase boosts expectations, satisfaction, and review intentions.