International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

line decor
  
line decor

 Volume 12, Issue 7 (July 2025), Pages: 211-220

----------------------------------------------

 Original Research Paper

When green is not clean: A synthesis of evidence on greenwashing and consumer trust

 Author(s): 

 Hassan Ali Alsaggaf *

 Affiliation(s):

 Department of Marketing, King Abdulaziz University, Jeddah, Saudi Arabia

 Full text

    Full Text - PDF

 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0001-7878-7462

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.07.021

 Abstract

Greenwashing, misleading consumers about the environmental benefits of products or practices, presents serious obstacles to building trust in sustainable brands. This systematic review draws on 40 academic studies published between 1984 and 2024 to examine the causes, impacts, and possible solutions to greenwashing. The findings show that greenwashing weakens consumer trust, reduces brand value, and hinders progress toward sustainability goals. Emerging technologies like blockchain and artificial intelligence show promise in increasing transparency. In addition, cross-cultural and interdisciplinary research helps deepen the global understanding of greenwashing. The review also identifies key gaps in the literature, such as the long-term effects of greenwashing on trust and its influence in emerging markets. These insights are valuable for researchers, policymakers, and practitioners, and they highlight the importance of genuine sustainability practices for restoring consumer confidence.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Greenwashing, Consumer trust, Sustainability, Brand equity, Transparency

 Article history

 Received 16 February 2025, Received in revised form 13 June 2025, Accepted 26 June 2025

 Acknowledgment

No Acknowledgment. 

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Alsaggaf HA (2025). When green is not clean: A synthesis of evidence on greenwashing and consumer trust. International Journal of Advanced and Applied Sciences, 12(7): 211-220

  Permanent Link to this page

 Figures

  Fig. 1

 Tables

 No Table

----------------------------------------------   

 References (72)

  1. Abumalloh RA, Nilashi M, Ooi KB, Wei-Han G, Cham TH, Dwivedi YK, and Hughes L (2024). The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: Moderating impact of sustainability commitment. Annals of Operations Research, 342: 5-46.  https://doi.org/10.1007/s10479-023-05608-8    [Google Scholar]
  2. Azhar M, Khan S, Kirmani MD, Mustafa F, and Khan FM (2025). Beyond reality: Examining consumer intention to embrace metaverse within hospitality. Journal of Hospitality and Tourism Insights.  https://doi.org/10.1108/JHTI-10-2024-1089    [Google Scholar]
  3. Bao Y, Obeid AK, Angus D, Bagnara J, and Leckie C (2025). Shedding light on greenwashing: Explainable machine learning for green Ad detection. In: Gong M, Song Y, Koh YS, Xiang W, and Wang D (Eds.), Advances in artificial intelligence: Australasian joint conference on artificial intelligence: 186-197. Springer, Singapore, Singapore.  https://doi.org/10.1007/978-981-96-0348-0_14    [Google Scholar]
  4. Baxter K, Ghandour R, and 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    [Google Scholar]
  5. Beloskar VD, Haldar A, and Rao SN (2023). Socially responsible investments: A retrospective review and future research agenda. Business Strategy and the Environment, 32(7): 4841-4860.  https://doi.org/10.1002/bse.3396    [Google Scholar]
  6. Bernini F, Giuliani M, and La Rosa F (2024). Measuring greenwashing: A systematic methodological literature review. Business Ethics, the Environment and Responsibility, 33(4): 649-667.  https://doi.org/10.1111/beer.12631    [Google Scholar]
  7. Chen YS and Chang CH (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114: 489-500.  https://doi.org/10.1007/s10551-012-1360-0    [Google Scholar]
  8. Courtat M, Joyce PJ, Sim S, Sadhukhan J, and Murphy R (2023). Towards credible, evidence-based environmental rating ecolabels for consumer products: A proposed framework. Journal of Environmental Management, 336: 117684.  https://doi.org/10.1016/j.jenvman.2023.117684    [Google Scholar] PMid:36924711
  9. Damberg S, Saari UA, Fritz M, Dlugoborskyte V, and Božič K (2024). Consumers' purchase behavior of Cradle to Cradle Certified® products: The role of trust and supply chain transparency. Business Strategy and the Environment, 33(8): 8280-8299.  https://doi.org/10.1002/bse.3919    [Google Scholar]
  10. Delmas MA and Burbano VC (2011). The drivers of greenwashing. California Management Review, 54(1): 64-87.  https://doi.org/10.1525/cmr.2011.54.1.64    [Google Scholar]
  11. Fakhar S, Mohd Khan F, Tabash MI, Ahmad G, Akhter J, and Al-Absy MSM (2023). Financial distress in the banking industry: A bibliometric synthesis and exploration. Cogent Economics and Finance, 11(2): 2253076.  https://doi.org/10.1080/23322039.2023.2253076    [Google Scholar]
  12. Galletta S, Mazzù S, Naciti V, and Paltrinieri A (2024). A PRISMA systematic review of greenwashing in the banking industry: A call for action. Research in International Business and Finance, 69: 102262.  https://doi.org/10.1016/j.ribaf.2024.102262    [Google Scholar]
  13. Guerreiro J and Pacheco M (2021). How green trust, consumer brand engagement and green word-of-mouth mediate purchasing intentions. Sustainability, 13(14): 7877.  https://doi.org/10.3390/su13147877    [Google Scholar]
  14. Gupta K and Singh N (2024). Visualization of global research trends and future research directions of greenwashing by using bibliometric analysis. Environment, Development and Sustainability.  https://doi.org/10.1007/s10668-024-04548-y    [Google Scholar]
  15. Habib MD, Attri R, Salam MA, and Yaqub MZ (2025). Bright and dark sides of green consumerism: An in-depth qualitative investigation in retailing context. Journal of Retailing and Consumer Services, 82: 104145.  https://doi.org/10.1016/j.jretconser.2024.104145    [Google Scholar]
  16. Hallikainen H and Laukkanen T (2018). National culture and consumer trust in e-commerce. International Journal of Information Management, 38(1): 97-106.  https://doi.org/10.1016/j.ijinfomgt.2017.07.002    [Google Scholar]
  17. Johri A, Joshi P, Kumar S, and Joshi G (2024). Metaverse for sustainable development in a bibliometric analysis and systematic literature review. Journal of Cleaner Production, 435: 140610.  https://doi.org/10.1016/j.jclepro.2024.140610    [Google Scholar]
  18. Jung I and Baloglu S (2025). What customer experience and value dimension(s) mostly drive luxury hotel brand purchase intention? International Journal of Hospitality Management, 126: 104035.  https://doi.org/10.1016/j.ijhm.2024.104035    [Google Scholar]
  19. Kavitha R and Kumar NS (2023). The influence of greenwashing on sustainable behaviour: The mediators of green perceived risk and green scepticism. Journal of Environmental Biology, 44(5): 719-727.  https://doi.org/10.22438/jeb/44/5/MRN-5112    [Google Scholar]
  20. Khan FM, Khan A, Ahmed SS, Naz A, Salim M, Zaheer A, and Rashid U (2025a). The machiavellian, narcissistic, and psychopathic consumers: A systematic review of dark triad. International Journal of Consumer Studies, 49(2): e70018.  https://doi.org/10.1111/ijcs.70018    [Google Scholar]
  21. Khan FM, Uddin SF, Anas M, Kautish P, and Thaichon P (2025b). Personal values and sustainable consumerism: Performance trends, intellectual structure, and future research fronts. Journal of Consumer Behaviour, 24(2): 734-770.  https://doi.org/10.1002/cb.2436    [Google Scholar]
  22. Le N, Do DQ, Nguyen XT, and Nguyen TLH (2024). Greenwashing and the purchase behavior toward electric motorbikes: The role of eco-literacy. Journal of Marketing Communications.  https://doi.org/10.1080/13527266.2024.2413401    [Google Scholar]
  23. Lee Z, Gordon-Wilson S, Davies I, and Pring C (2024). Communicating about sustainability in fashion: A construal level theory approach. European Journal of Marketing, 58(1): 313-341.  https://doi.org/10.1108/EJM-09-2021-0701    [Google Scholar]
  24. Li G and Sun X (2022). The impact of green brand crises on green brand trust: An empirical study. Sustainability, 14(2): 611.  https://doi.org/10.3390/su14020611    [Google Scholar]
  25. Li Y, Zhou X, Jiang X, Fan F, and Song B (2024). How service robots' human-like appearance impacts consumer trust: A study across diverse cultures and service settings. International Journal of Contemporary Hospitality Management, 36(9): 3151-3167.  https://doi.org/10.1108/IJCHM-06-2023-0845    [Google Scholar]
  26. Lim DJ, Youn N, and Eom HJ (2021). Green advertising for the sustainable luxury market. Australasian Marketing Journal, 29(4): 288-296.  https://doi.org/10.1177/1839334921999488    [Google Scholar]
  27. Lin Y, Choo WC, and Ng KY (2025). The evolution of SDGs rival: A bibliometric analysis of greenwashing over 30 years. Journal of Lifestyle and SDGs Review, 5(2): e03270.  https://doi.org/10.47172/2965-730X.SDGsReview.v5.n02.pe03270    [Google Scholar]
  28. Maheshwari P, Kamble S, Belhadi A, and Kumar S (2024). UN sustainable development goals and management of non-instantaneous deteriorating items: A literature review and applications framework. Annals of Operations Research.  https://doi.org/10.1007/s10479-024-06144-9    [Google Scholar]
  29. Majeed S and Kim WG (2023). A reflection of greenwashing practices in the hospitality industry: A scoping review. International Journal of Contemporary Hospitality Management, 35(3): 1125-1146. https://doi.org/10.1108/IJCHM-04-2022-0495    [Google Scholar]
  30. Marcatajo G (2023). Abuse of consumer trust in the digital market and the green market: The case of green washing in the Italian legal system. Journal of Financial Crime, 30(6): 1692-1705.  https://doi.org/10.1108/JFC-10-2022-0242    [Google Scholar]
  31. Marko M and Kusá A (2023). Greenwashing and the nature of education in relation to consumer trust in fast fashion marketing communication. Communication Today, 14(1): 86-99.  https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.6    [Google Scholar]
  32. Meet RK, Kundu N, and Ahluwalia IS (2024). Does socio demographic, green washing, and marketing mix factors influence Gen Z purchase intention towards environmentally friendly packaged drinks? Evidence from emerging economy. Journal of Cleaner Production, 434: 140357.  https://doi.org/10.1016/j.jclepro.2023.140357    [Google Scholar]
  33. Mendes JAJ, Oliveira AY, Santos LS, Gerolamo MC, and Zeidler VGZ (2024). A theoretical framework to support green agripreneurship avoiding greenwashing. Environment, Development and Sustainability.  https://doi.org/10.1007/s10668-024-04965-z    [Google Scholar]
  34. Moher D, Shamseer L, Clarke M, Ghersi D, Liberati A, Petticrew M, Shekelle P, Stewart LA, and PRISMA-P Group (2015). Preferred reporting items for systematic review and meta-analysis protocols (PRISMA-P) 2015 statement. Systematic Reviews, 4: 1.  https://doi.org/10.1186/2046-4053-4-1    [Google Scholar] PMid:25554246 PMCid:PMC4320440
  35. Montero-Navarro A, González-Torres T, Rodríguez-Sánchez JL, and Gallego-Losada R (2021). A bibliometric analysis of greenwashing research: A closer look at agriculture, food industry and food retail. British Food Journal, 123(13): 547-560.  https://doi.org/10.1108/BFJ-06-2021-0708    [Google Scholar]
  36. Narula R, Rao P, Kumar S, and Paltrinieri A (2025). ESG investing and firm performance: Retrospections of past and reflections of future. Corporate Social Responsibility and Environmental Management, 32(1): 1096-1121.  https://doi.org/10.1002/csr.2982    [Google Scholar]
  37. Nazish M, Khan Z, Khan A, Naved Khan M, and Ramkissoon H (2024). "Green intentions, green actions": The power of social media and the perils of greenwashing. Journal of Global Marketing, 38(3): 214-233.  https://doi.org/10.1080/08911762.2024.2429517    [Google Scholar]
  38. Netto SVF, Sobral MFF, Ribeiro ARB, and Soares GRDL (2020). Concepts and forms of greenwashing: A systematic review. Environmental Sciences Europe, 32: 19.  https://doi.org/10.1186/s12302-020-0300-3    [Google Scholar]
  39. Nugraha WS, Szakos D, Süth M, and Kasza G (2024). Greenwashing in the food industry: A systematic review exploring the current situation and possible countermeasures. Cleaner and Responsible Consumption, 15: 100227.  https://doi.org/10.1016/j.clrc.2024.100227    [Google Scholar]
  40. Nyamekye MB, Martey EM, Agbemabiese GC, Preko AK, Gyepi-Garbrah T, and Appah E (2024). Green marketing strategy, technology implementation and corporate performance: The role of green creative behaviour and institutional isomorphism. Journal of Contemporary Marketing Science, 7(1): 84-109.  https://doi.org/10.1108/JCMARS-09-2023-0038    [Google Scholar]
  41. Oduro S and Matarazzo M (2025). Linking green marketing and SMEs performance: A psychometric meta-analysis. Journal of Small Business Management, 63(3): 1063-1105.  https://doi.org/10.1080/00472778.2024.2370508    [Google Scholar]
  42. Page MJ, McKenzie JE, Bossuyt PM et al. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ: Research Methods and Reporting, 372: n71.  https://doi.org/10.1136/bmj.n71    [Google Scholar] PMid:33782057 PMCid:PMC8005924
  43. Parguel B, Benoit-Moreau F, and Russell CA (2015). Can evoking nature in advertising mislead consumers? The power of 'executional greenwashing.' International Journal of Advertising, 34(1): 107-134.  https://doi.org/10.1080/02650487.2014.996116    [Google Scholar]
  44. Parmentola A, Petrillo A, Tutore I, and De Felice F (2022). Is blockchain able to enhance environmental sustainability? A systematic review and research agenda from the perspective of sustainable development goals (SDGs). Business Strategy and the Environment, 31(1): 194-217.  https://doi.org/10.1002/bse.2882    [Google Scholar]
  45. Pendse MK, Nerlekar VS, and Darda P (2022). A comprehensive look at Greenwashing from 1996 to 2021: A bibliometric analysis. Journal of Indian Business Research, 15(1): 157-186.  https://doi.org/10.1108/JIBR-04-2022-0115    [Google Scholar]
  46. Policarpo MC, Apaolaza V, Hartmann P, Paredes MR, and D'Souza C (2023). Social cynicism, greenwashing, and trust in green clothing brands. International Journal of Consumer Studies, 47(5): 1950-1961.  https://doi.org/10.1111/ijcs.12971    [Google Scholar]
  47. Qayyum A, Jamil RA, and Sehar A (2023). Impact of green marketing, greenwashing and green confusion on green brand equity. Spanish Journal of Marketing-ESIC, 27(3): 286-305.  https://doi.org/10.1108/SJME-03-2022-0032    [Google Scholar]
  48. Quintus M, Mayr K, Hofer KM, and Chiu YT (2024). Managing consumer trust in e-commerce: Evidence from advanced versus emerging markets. International Journal of Retail and Distribution Management, 52(10-11): 1038-1056.  https://doi.org/10.1108/IJRDM-10-2023-0609    [Google Scholar]
  49. Rashid U, Abdullah M, Khatib SF, Khan FM, and Akhter J (2024a). Unravelling trends, patterns and intellectual structure of research on bankruptcy in SMEs: A bibliometric assessment and visualisation. Heliyon, 10(2): e24254.  https://doi.org/10.1016/j.heliyon.2024.e24254    [Google Scholar] PMid:38293348 PMCid:PMC10826672
  50. Rashid U, Abdullah M, Tabash MI, Naaz I, Akhter J, and Al-Absy MSM (2024b). CFO (chief financial officer) research: A systematic review using the bibliometric toolbox. Journal of Risk and Financial Management, 17(11): 482.  https://doi.org/10.3390/jrfm17110482    [Google Scholar]
  51. Reck R, Castagna AC, Shuqair S, and Pinto DC (2022). The transparency paradox: When transparency cues helps or backfires for brands? Journal of Cleaner Production, 372: 133381.  https://doi.org/10.1016/j.jclepro.2022.133381    [Google Scholar]
  52. Sanchez-Chaparro T, Gomez-Frias V, Onrubia F, and Sanchez-Naranjo MJ (2024). Do business-wide sustainability labels boost consumer trust and enhance perceptions of sustainability information quality? An experiment among Z-generation members. Young Consumers, 25(6): 990-1014.  https://doi.org/10.1108/YC-03-2024-2035    [Google Scholar]
  53. Santos C, Coelho A, and Marques A (2024). A systematic literature review on greenwashing and its relationship to stakeholders: State of art and future research agenda. Management Review Quarterly, 74(3): 1397-1421.  https://doi.org/10.1007/s11301-023-00337-5    [Google Scholar]
  54. Sayogo DS, Jarman H, Andersen DF, and Luciano JS (2016). Labeling, certification, and consumer trust. In: Jarman H and Luna-Reyes L (Eds.), Private data and public value: Governance, green consumption, and sustainable supply chains: 67-88. Springer, Cham, Switzerland. https://doi.org/10.1007/978-3-319-27823-0_4    [Google Scholar]
  55. Seberíni A, Izáková K, and Tokovská M (2024). Greenwashing-the dark side of eco-friendly marketing: A case study from Slovakia. Studia Ecologiae et Bioethicae, 22(1): 83-95.  https://doi.org/10.21697/seb.5800    [Google Scholar]
  56. Siano A, Vollero A, and Bertolini A (2022). From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives. Journal of Business Research, 152: 372-386.  https://doi.org/10.1016/j.jbusres.2022.08.001    [Google Scholar]
  57. Singh K, Chaudhuri R, Chatterjee S, Vrontis D, and Yildiz H (2024). Harmonious CSR and sustainable branding: Evaluating the moderating role of corporate reputation and SDGs in shaping consumer trust in digital advertising. International Journal of Advertising.  https://doi.org/10.1080/02650487.2024.2432236    [Google Scholar]
  58. Srisathan WA and Naruetharadhol P (2025). Exploring moral hazard and adverse selection in the context of greenwashing and organic product consumption. Journal of Retailing and Consumer Services, 84: 104203.  https://doi.org/10.1016/j.jretconser.2024.104203    [Google Scholar]
  59. Srivastava A, Gautam V, and Sharma V (2023). Does consideration for future consequences matter in consumer decision to rent electric vehicles? Energy Policy, 181: 113726.  https://doi.org/10.1016/j.enpol.2023.113726    [Google Scholar]
  60. Steffen A and Doppler S (2019). Building consumer trust and satisfaction through sustainable business practices with organic supermarkets: The case of Alnatura. In: Byrom J and Medway D (Eds.), Case studies in food retailing and distribution: 205-228. Woodhead Publishing, Sawston, UK.  https://doi.org/10.1016/B978-0-08-102037-1.00014-1    [Google Scholar] PMid:30915022 PMCid:PMC6422935
  61. Sturm D, Andrews DL, Miller T, and Bustad J (2025). Green light or black flag? Greenwashing environmental sustainability in Formula One and Formula E. Annals of Leisure Research, 28(1): 116-135.  https://doi.org/10.1080/11745398.2024.2376754    [Google Scholar]
  62. Sundarasen S, Zyznarska-Dworczak B, and Goel S (2024). Sustainability reporting and greenwashing: A bibliometrics assessment in G7 and non-G7 nations. Cogent Business and Management, 11(1): 2320812.  https://doi.org/10.1080/23311975.2024.2320812    [Google Scholar]
  63. Tchanturia N and Dalakishvili R (2024). Beyond greenwashing: Unveiling the triumphs of authentic sustainable branding. In: Rodrigues P, Borges AP, Vieira E, and Tavares V (Eds.), Compelling storytelling narratives for sustainable branding: 244-262. IGI Global, Pennsylvania, USA.  https://doi.org/10.4018/979-8-3693-3326-6.ch013    [Google Scholar]
  64. Uddin SF and Khan MN (2016). Green purchasing behaviour of young Indian consumers: An exploratory study. Global Business Review, 17(6): 1469-1479.  https://doi.org/10.1177/0972150916660440    [Google Scholar]
  65. Uddin SF and Khan MN (2018). Young consumer's green purchasing behavior: Opportunities for green marketing. Journal of Global Marketing, 31(4): 270-281.  https://doi.org/10.1080/08911762.2017.1407982    [Google Scholar]
  66. Uddin SMF, Khan FM, Anas M, Faisal MN, and Rana NP (2025). Exploring stimulus to consumers' virtual shopping environment in the metaverse. Journal of Computer Information Systems.  https://doi.org/10.1080/08874417.2025.2459685   [Google Scholar]
  67. Vangeli A, Małecka A, Mitręga M, and Pfajfar G (2023). From greenwashing to green B2B marketing: A systematic literature review. Industrial Marketing Management, 115: 281-299.  https://doi.org/10.1016/j.indmarman.2023.10.002    [Google Scholar]
  68. Vinzenz F, Priskin J, Wirth W, Ponnapureddy S, and Ohnmacht T (2019). Marketing sustainable tourism: The role of value orientation, well-being and credibility. Journal of Sustainable Tourism, 27(11): 1663-1685.  https://doi.org/10.1080/09669582.2019.1650750    [Google Scholar]
  69. Wang D and Walker T (2023). How to regain green consumer trust after greenwashing: Experimental evidence from China. Sustainability, 15(19): 14436.  https://doi.org/10.3390/su151914436    [Google Scholar]
  70. Wang D, Walker T, and Barabanov S (2020). A psychological approach to regaining consumer trust after greenwashing: The case of Chinese green consumers. Journal of Consumer Marketing, 37(6): 593-603.  https://doi.org/10.1108/JCM-06-2019-3257    [Google Scholar]
  71. Yao S, Liu Y, and Shi X (2022). Suppliers' corporate social responsibility efforts with greenwashing concerns: Can blockchain help? IFAC-PapersOnLine, 55(10): 1986-1991.  https://doi.org/10.1016/j.ifacol.2022.09.690    [Google Scholar]
  72. Zaid AA, Bawaqni SA, Shahwan R, and Alnasr F (2024). Effects of greenwashing on green purchase intention: The mediating role of green skepticism, green brand love and green brand loyalty. Journal of Foodservice Business Research, 28(4): 927-954.  https://doi.org/10.1080/15378020.2024.2336184    [Google Scholar]