Greenhushing on Online Delivery Platforms: To disclose or not to disclose green cues?

As sustainability becomes a key concern for consumers, online delivery platforms face a dilemma: should they highlight their eco-friendly efforts or remain silent to avoid potential drawbacks? While greenwashing—the overstatement of sustainability claims—has been widely studied, greenhushing, the intentional under-communication of sustainability efforts, remains underexplored. This paper examines greenhushing on online delivery platforms from a consumer perspective, investigating why companies choose to withhold green cues and how this decision influences consumer perception and purchasing behavior. Empirical evidence suggests that managers engage in greenhushing due to concerns about consumer price sensitivity and skepticism. Our findings indicate that while consumers often perceive green products as more expensive, green labeling does not significantly impact their choices. Furthermore, greenhushing does not harm companies’ moral perception or consumer attitudes, even when the rationale behind it is disclosed. However, revealing green efforts post-purchase enhances expectations, satisfaction, and review intentions. This study offers strategic recommendations for online platforms on effectively managing green disclosures to balance credibility, consumer expectations, and competitive advantage