The interest in greenwashing has grown in recent decades. However, comprehensive, and systematic research concentrating on the evolution of this phenomenon, specifically regarding its impacts on stakeholders, is still needed. The main purpose of this study is to provide an overview and synthesis of the existing body of knowledge on greenwashing, through a bibliometric study of articles published up to 2021, identifying the most relevant research in this field. Special attention is given to the latest articles that link greenwashing to stakeholders, identifying gaps and future research opportunities. A bibliometric analysis and literature review was performed on 310 documents obtained from the Web of Science database, using the VOSviewer software program. This article identifies the most influential aspects of greenwashing literature (authors, articles, journals, institutions, and keyword networks). The most recent articles on the effect of greenwashing on stakeholders were also analyzed, which made it possible to identify trends, gaps, and opportunities for future research. These topics include greenwashing impacts on branding, consumer attitudes and intentions, mainly on purchase behavior, B2B relationships and the definition of taxonomy for greenwashing, considering the different practices. This study offers a thorough analysis on the state-of-the-art, as well as a closer look at the impacts of greenwashing on various stakeholders, providing a list of suggestions for future research.

Greenwashing occurs when companies deliberately deceive or mislead stakeholders regarding their environmental practices or benefits of a product/service. Most existing greenwashing studies focus on consumers, and the effects on employees have seldom been examined. Furthermore, little is known about how employees may respond emotionally to their company's greenwashing practices. Accordingly, the current research conducted an empirical study of the relationship between employees’ greenwashing perception and their career satisfaction. The mediating roles of organizational pride, negative emotions, and affective commitment are also examined. Based on information collected through a questionnaire applied to 398 Portuguese employees, a quantitative, causal, cross-sectional study was carried out, using structural equation model techniques, through AMOS. The results indicate that employees’ perception of greenwashing relates negatively to their career satisfaction, organizational pride, and affective commitment. In turn, negative emotions are positively impacted by greenwashing. The results also reveal that the path between employees perceived greenwashing and their career satisfaction is established not only directly, but also through organizational pride and affective commitment. This study extends the literature by addressing the neglected side of employees’ emotional reactions to greenwashing. Based on the central premise that corporate greenwashing is inherently an immoral act, we draw upon appraisal theory and moral foundations theory to investigate short-term (affective commitment, negative emotions, and organizational pride) and long-term (career satisfaction) work-related effects as an outcome for greenwashing.

PurposeWhen a company practices greenwashing, it violates consumers' expectations by deliberately deceiving them about their environmental practices or the benefits of their products/services. This study investigated the effects of greenwashing on corporate reputation and brand hate. Furthermore, this study explored the mediating effects of perceived environmental performance and green perceived risk.Design/methodology/approachA survey design using cross-sectional primary data from 420 Portuguese consumers who identified and recognized brands engaged in greenwashing was employed. The proposed hypotheses were tested using structural equation modeling techniques.FindingsThis study's findings show that consumer perceptions of greenwashing may damage brands. The results show that greenwashing has a negative effect on corporate reputation through perceived environmental performance and green perceived risk. Additionally, greenwashing has a positive direct effect on brand hate and a negative effect on green perceived risk. Therefore, reducing greenwashing practices can improve consumers' perceptions of corporate environmental performance, buffer green perceived risk, and ultimately enhance corporate reputation. This can lead to positive relationships with customers.Originality/valueBased on signaling and expectancy violation theories, this study develops a new framework highlighting the detrimental effects of greenwashing on brands. The combination of these theories provides the right framework to understand how greenwashing may lead to extreme feelings like brand hate and negative perceptions of corporate reputation, thus advancing the current research that lacks studies on the association between these constructs.

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