Greenwashing in the era of sustainability: A systematic literature review

This study aims to synthesize contemporary research on greenwashing, examining its conceptual foundations, practices, impacts, and the efficacy of regulatory frameworks designed to curb its proliferation in environmental literature. Following methodological approaches established by de Freitas Netto et al. (2020), Gatti et al. (2019), and Pendse et al. (2022), we developed a systematic dataset using specific inclusion and exclusion criteria based on targeted keywords. The analysis encompasses peer-reviewed English-language publications spanning from 1995 to 2024. Our findings reveal that existing research primarily investigates the social construction of greenwashing symbolism, including its motivating factors, strategic tactics, and consequential effects while identifying key deterrent mechanisms. The greenwashing phenomenon is analyzed through distinctive socio-cultural and geopolitical lenses, challenging the prevailing homogeneous theoretical discourse. To advance the field, the review offers valuable insights for policymakers evaluating regulatory effectiveness and provides an essential knowledge foundation for emerging scholars in the field, while advancing critical perspectives on greenwashing research.