Governing greenwashing behavior through government and Non-governmental organizations collaboration under asymmetric resource dependence: evidence from building material enterprises

Purpose This study aims to explore the governance of greenwashing in the building material industry. Specifically, it models the strategic interactions among government agencies, non-governmental organizations (NGOs), and building material enterprises under asymmetric resource dependence. By identifying how resource imbalance affects collaborative governance, this research aims to inform effective policies that promote authentic corporate sustainability within the construction supply chain. Design/methodology/approach A tripartite evolutionary game theory framework is developed to capture the bounded rationality and strategic adaptations of the three stakeholders. The model is calibrated with case data from building material enterprises and NGOs' records to simulate strategic interactions and identify boundary conditions for governance success. Findings Simulation results reveal that enterprises only adopt green practices consistently through government-NGO joint efforts, with a government capacity threshold of 0.1 determining systemic success. While NGO capacity does not alter governance status directly, it significantly enhances effectiveness and suppresses greenwashing motivation. Most notably, low asymmetry in resource dependence is essential for stable governance; high asymmetry leads to volatile decisions and weakened deterrence. Originality/value This research introduces asymmetric resource dependence to greenwashing governance, explaining why public-private partnerships often fail to achieve socially optimal outcomes. By modeling NGOs as strategic actors, it provides insights for designing co-governance structures that optimize resource allocation across sectors. The findings offer practical guidance for policymakers in designing co-governance frameworks and optimizing governance resources to accelerate the green transition in construction and architectural management.