Concepts and forms of greenwashing: a systematic review

Background and Problem DefinitionPage 1

Due to rising environmental concerns, companies are increasingly adopting green marketing strategies. However, this has led to 'greenwashing,' defined as the intersection of poor environmental performance and misleading positive communication. The study examines this phenomenon to categorize its various forms.

MethodologyPage 3

The researchers conducted a systematic literature review following PRISMA guidelines. They analyzed 67 documents published between 2009 and 2018 from Scopus and Web of Science to identify definitions, characteristics, and typologies of greenwashing.

Conceptualizing GreenwashingPage 6

The literature identifies greenwashing primarily as 'selective disclosure' of positive information while hiding negative performance, or as 'decoupling,' where symbolic corporate actions do not match substantive environmental efforts. It is also linked to corporate legitimacy theory, specifically failing to meet pragmatic legitimacy.

Taxonomy of GreenwashingPage 7

The study classifies greenwashing into two major types: 'Claim greenwashing' (textual arguments) and 'Executional greenwashing' (visual/nature-evoking imagery). Claim greenwashing is further broken down using frameworks like TerraChoice's 'seven sins,' which include hidden trade-offs, no proof, and vagueness.

ConclusionPage 10

No universal definition exists for greenwashing due to its multidisciplinary nature. The researchers contribute a structured classification that helps stakeholders identify deceptive practices and protects legitimately green companies from unsubstantiated accusations.