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Greenwashing in marketing: a systematic literature review and bibliometric analysis

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  • Antonios Persakis

    (University of Thessaly, Department of Accounting and Finance)

  • Theodoros Nikolopoulos

    (University of Thessaly, Department of Accounting and Finance)

  • Ioannis C. Negkakis

    (University of Plymouth, Plymouth Business School)

  • Athanasios Pavlopoulos

    (University of Thessaly, Department of Accounting and Finance)

Abstract

The rising demand for environmental accountability has led to the proliferation of green claims in marketing, but also to widespread concerns about greenwashing—the practice of making deceptive or exaggerated environmental claims. This study presents a comprehensive examination of greenwashing in marketing through a systematic literature review and bibliometric analysis. By analyzing 419 peer-reviewed articles published between 2004 and 2024, we identify key themes, influential publications, and emerging trends within the literature. Our findings reveal how greenwashing strategies affect consumer trust, brand perception, and corporate transparency. We highlight the pervasive effects of greenwashing on marketing ethics and consumer skepticism, while also outlining opportunities for future research to develop more effective regulatory and ethical marketing practices. This work provides valuable insights for marketers, policymakers, and researchers, emphasizing the need for transparency and authenticity in environmental communications to rebuild consumer trust and promote genuine sustainability efforts.

Suggested Citation

  • Antonios Persakis & Theodoros Nikolopoulos & Ioannis C. Negkakis & Athanasios Pavlopoulos, 2025. "Greenwashing in marketing: a systematic literature review and bibliometric analysis," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(4), pages 957-992, December.
    • Handle: RePEc:spr:irpnmk:v:22:y:2025:i:4:d:10.1007_s12208-025-00452-x
    DOI: 10.1007/s12208-025-00452-x
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