Abstract
Greenwashing within the hotel industry raises concerns regarding the authenticity of environmental management (EM) practices, particularly due to the growing institutional pressure that hotels face. While prior research focuses on reason behind the phenomenon, little is known about how hotels can strategically address and mitigate it. To address this gap, this study integrates Institutional Theory and Impression Management Theory to examine how guest authenticity perceptions, top management support, and perceived benefits shape the relationship between institutional pressures and authentic EM practices. Recognising that these pressures interact rather than operate independently, this research employs Fuzzy-set Qualitative Comparative Analysis (fsQCA) based on interviews with hotel managers. This configurational approach enables a nuanced understanding of the combinations of motivational drivers and organisational responses that foster authentic sustainability implementation while minimising the risk of greenwashing.