Greenwashing and Sustainable Marketing: A Bibliometric Analysis of the Global Literature (2005–2025)

Abstract

This study examines the evolution and intellectual structure of research on greenwashing and sustainable marketing through a bibliometric analysis of 371 peer-reviewed articles indexed in the Scopus database between 2005 and 2025. Using bibliometric techniques and visualization through VOSviewer, the study analyzes publication trends, citation structures, co-authorship networks, and keyword co-occurrence patterns to map the development of the field. The findings reveal a significant growth in scholarly interest after 2015, reflecting increasing global attention toward corporate sustainability, environmental accountability, and ethical marketing practices. Six major thematic clusters emerge from the analysis: green consumer behavior and purchase intention, corporate social responsibility and brand equity, greenwashing and consumer skepticism, sustainable marketing strategies and business performance, circular economy perspectives, and digital transparency in sustainability communication. The results highlight that misleading environmental claims can significantly undermine consumer trust and brand credibility, while psychological factors such as environmental concern, perceived consumer effectiveness, and moral norms shape consumer responses to sustainability messaging. The analysis also shows a growing research focus on transparency, digital communication, and circular economy integration in marketing strategies. By synthesizing interdisciplinary contributions from marketing, management, psychology, and environmental studies, the study provides a comprehensive overview of the field’s evolution, identifies key research gaps, and outlines emerging research directions. The findings offer valuable insights for researchers, marketers, and policymakers seeking to enhance transparency, strengthen consumer trust, and promote responsible sustainability communication in marketing practices.