A Strategic Framework for Authentic Sustainability Communication to Mitigate Greenwashing in Luxury Resort

Abstract

The luxury hospitality sector faces the critical challenge of communicating sustainability to a sceptical audience without being accused of greenwashing, a risk that is particularly damaging to luxury brands whose value depends on consumer trust and authenticity. This study addresses this problem by analysing the marketing communication strategy of Capella Ubud, Bali, a resort recognised for its sustainability. The research deconstructs the resort's proactive communication architecture to produce a transferable strategic framework for the wider industry. A qualitative single case study methodology was used, triangulating data from written interviews with key marketing staff, digital observation of online channels, and an analysis of public documents. This data was then interpreted using thematic analysis through the theoretical lenses of Integrated Marketing Communication (IMC) and Signalling Theory. The analysis reveals a proactive strategy built on four interconnected pillars: (1) establishing foundational credibility with verifiable signals like third-party certifications; (2) creating authentic narratives through deep cultural and community immersion; (3) ensuring message consistency with an integrated communication process; and (4) making sustainability a lived reality by weaving it into the core guest experience. The study concludes that the resort’s ability to mitigate greenwashing risk comes from a cohesive and dynamic strategy where all four pillars work in a mutually reinforcing cycle. It proposes a framework to help other luxury brands enhance their brand integrity and transform sustainability from a potential liability into a core brand asset.