The Impact of Greenwashing in Marketing: A Bibliometric and Systematic Review (2015–2025)

Abstract:

This study presents a comprehensive bibliometric and systematic review of greenwashing in marketing, covering the period from 2015 to 2025. The research examines how greenwashing influences corporate marketing strategies, particularly in the context of the growing emphasis on sustainability. Data were extracted from 214 peer-reviewed articles in the Scopus database, using keywords related to greenwashing and sustainable marketing. A subset of 10 highquality articles was selected for the systematic review to critically evaluate the evidence and synthesize key findings. Findings reveal that greenwashing undermines consumer trust and brand credibility, posing significant challenges for firms committed to ethical marketing. The study also highlights the evolution of green marketing strategies and the potential risks associated with misleading sustainability claims. Based on the analysis, the authors propose future research directions and managerial implications to help businesses recognize, address, and mitigate greenwashing behaviors, ultimately contributing to the development of transparent and sustainable marketing practices.