Mapping greenwashing research in digital marketing: a ten-year bibliometric review
Keywords:
Bibliometric Review, Sustainability, Greenwashing, Digital MarketingAbstract
Greenwashing has emerged as a significant concern in digital marketing as firms increasingly communicate sustainability claims through online platforms. Although scholarly attention to this issue has grown rapidly, existing studies remain fragmented across disciplines and perspectives. This study aims to map the intellectual structure and thematic evolution of greenwashing research in digital marketing using bibliometric analysis. A total of 67 peer-reviewed journal articles published between 2015 and 2025 were retrieved from the Scopus database and analyzed using VOSviewer. Bibliometric techniques, including citation analysis and keyword co-occurrence analysis, were employed to identify publication trends, influential contributions, and dominant research themes. The findings reveal two dominant thematic clusters are identified: sustainability and greenwashing. This study provides a comprehensive overview of the field and offers directions for future research on ethical and transparent digital marketing practices.
References
Baxter, K., Ghandour, R., & Histon, W. (2024). Greenwashing and brand perception: A consumer sentiment analysis on organisations accused of greenwashing. International Journal of Internet Marketing and Advertising, 21(1–2), 149–179. https://doi.org/10.1504/IJIMA.2024.140452
Breves, P., & Liebers, N. (2022). #Greenfluencing: The impact of parasocial relationships with social media influencers on advertising effectiveness and followers’ pro-environmental intentions. Environmental Communication, 16(6), 773–787. https://doi.org/10.1080/17524032.2022.2109708
Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87. https://doi.org/10.1525/cmr.2011.54.1.64
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070
Fang, Z. (2024). Greenwashing versus green authenticity: How green social media influences consumer perceptions and green purchase decisions. Sustainability, 16(23), Article 10723. https://doi.org/10.3390/su162310723
Gatti, L., Pizzetti, M., & Seele, P. (2021). Green lies and their effect on intention to purchase. Journal of Business Research, 127, 228–241. https://doi.org/10.1016/j.jbusres.2021.01.028
Knight, H., Haddoud, M. Y., & Megicks, P. (2022). Determinants of corporate sustainability message sharing on social media: A configuration approach. Business Strategy and the Environment, 31(2), 633–647. https://doi.org/10.1002/bse.2941
Liu, M., Luo, X., & Lu, W.-Z. (2023). Public perceptions of environmental, social, and governance based on social media data: Evidence from China. Journal of Cleaner Production, 387, Article 135840. https://doi.org/10.1016/j.jclepro.2022.135840
Lyon, T. P., & Montgomery, A. W. (2015). The means and end of greenwash. Organization & Environment, 28(2), 223–249. https://doi.org/10.1177/1086026615575332
Nyilasy, G., Gangadharbatla, H., & Paladino, A. (2014). Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 125(4), 693–707. https://doi.org/10.1007/s10551-013-1944-3
Oppong-Tawiah, D., & Webster, J. (2023). Corporate sustainability communication as “fake news”: Firms’ greenwashing on Twitter. Sustainability, 15(8), Article 6683. https://doi.org/10.3390/su15086683
Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophecy? Qualitative Market Research: An International Journal, 8(4), 357–370. https://doi.org/10.1108/13522750510619733
Ren, J., Wu, P., & Hou, L. (2024). Social media attention and corporate greenwashing: Evidence from China. Corporate Social Responsibility and Environmental Management, 31(6), 5446–5465. https://doi.org/10.1002/csr.2875
Sailer, A., Wilfing, H., & Straus, E. (2022). Greenwashing and bluewashing in Black Friday-related sustainable fashion marketing on Instagram. Sustainability, 14(3), Article 1494. https://doi.org/10.3390/su14031494
Topal, İ., Nart, S., Akar, C., & Erkollar, A. (2020). The effect of greenwashing on online consumer engagement: A comparative study in France, Germany, Turkey, and the United Kingdom. Business Strategy and the Environment, 29(2), 465–480. https://doi.org/10.1002/bse.2380
Torelli, R., Balluchi, F., & Lazzini, A. (2020). Greenwashing and environmental communication: Effects on stakeholders’ perceptions. Business Strategy and the Environment, 29(2), 407–421. https://doi.org/10.1002/bse.2373
Uldam, J. (2018). Social media visibility: Challenges to activism. Media, Culture & Society, 40(1), 41–58. https://doi.org/10.1177/0163443717704997
Velasco Molpeceres, A., Zarauza-Castro, J., Pérez-Curiel, C., & Mateos-González, S. (2023). Slow fashion as a communication strategy of fashion brands on Instagram. Sustainability, 15(1), Article 423. https://doi.org/10.3390/su15010423
Zhang, Y., & Yuan, L. (2024). In the clash between consumer green values and company green values, who will win? The role of greenwashing and involvement in environmental campaigns on social media. Journal of Cleaner Production, 480, Article 144103. https://doi.org/10.1016/j.jclepro.2024.144103
