Modeling Early Warning Evaluation of Greenwashing Behavior in Building Materials Enterprises Under Negative Public Opinion

Existing studies on greenwashing have primarily focused on post-incident supervision, with limited attention given to proactive mechanisms. This study aims to develop an early warning evaluation model for greenwashing behavior in building materials enterprises exposed to negative public opinion. The main findings are as follows: (1) Drawing on actor network theory, gray system theory, the analytic network process, and gray fuzzy comprehensive evaluation, this study constructs an early warning evaluation model for greenwashing behavior in building materials enterprises. This model comprises 5 first-level dimensions and 20 s-level indicators, integrating key stakeholders (i.e., government, negative public opinion, media, the public, and enterprise) and is validated through case analysis. (2) Government dimension: Environmental regulation intensity emerges as the most critical indicator. (3) Negative public opinion dimension: Attention is the most critical indicator. (4) Media dimension: Media visibility ranks as the most critical indicator. (5) Public dimension: Public sentiment is the most influential indicator. (6) Enterprise dimension: The environmental performance level is the most critical indicator. This study offers both theoretical and practical foundations for the early warning, monitoring, and governance of enterprise greenwashing, contributing to the advancement of sustainable development and transparent environmental communication in the building materials industry.