Authors: Hassan Ali Alsaggaf *
Affiliations:
Department of Marketing, King Abdulaziz University, Jeddah, Saudi Arabia
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.
Greenwashing, Consumer trust, Sustainability, Brand equity, Transparency
https://doi.org/10.21833/ijaas.2025.07.021
Alsaggaf, H.A., 2025. When green is not clean: A synthesis of evidence on greenwashing and consumer trust. International Journal of Advanced and Applied Sciences, 12(7), pp.211–220. https://doi.org/10.21833/ijaas.2025.07.021