The shifting landscape of greenwashing – insights from a bibliometric analysis

Purpose This study aims to provide a comprehensive overview of the temporal evolution of greenwashing practices through bibliometric analysis. Design/methodology/approach Companies involved in environmental, social and governance (ESG) fraud exploit the information gap between themselves and investors, consumers or regulators, capitalizing on the absence of robust verification mechanisms for sustainability data. This research employs a bibliometric analysis of fraud in sustainability reporting. We employed VOSviewer software, which identifies connections and trends within a large volume of information and provides a visual map of the most significant elements in the field. The article specifically analyzes academic literature related to greenwashing published between 1976 and 2025, covering 3,004 publications on the Web of Science. Findings The findings underscore the escalating involvement of corporations in practices commonly referred to as greenwashing. This phenomenon can be attributed to the increasing public pressure from various stakeholders, prompting organizations to respond to these expectations predominantly through misleading communication rather than implementing substantive environmental initiatives. Research limitations/implications One significant limitation of this research is its predominant reliance on bibliometric and network analysis through the use of VOSviewer, which necessitates the employment of standardized scientific databases. Practical implications The research makes governments and companies aware of the need to implement genuine sustainability policies, a rising demand for transparency in ESG reporting and changing consumer perceptions following the pandemic. Social implications This analysis aims to elucidate the evolution of greenwashing in scholarly research, thereby enriching our understanding of its trajectory and implications within the wider context of environmental discourse. Originality/value This research is valuable for researchers and academics, as it provides insights into the evolution of the greenwashing concept, current trends and areas that have not been extensively studied. Investors and financial analysts may also find the findings helpful for accurately assessing companies’ sustainable performance when making capital allocation decisions. Additionally, regulators and public authorities are an important audience, as they are responsible for developing and enforcing policies aimed at preventing misleading sustainability disclosures.