Exploring the Knowledge Structure and Hotspot Evolution of Greenwashing: A Visual Analysis Based on Bibliometrics

Abstract

As environmental protection changes from a purely social benefit to a social benefit mixed with an economic gain, the marketing strategy practice of corporate greenwashing is starting to become a popular research topic. However, the total number of existing review articles on greenwashing research is relatively small, and there are deficiencies in quantitative research and generalizability, scientificity and systematization. This paper attempts to bridge these gaps by combining systems theory with bibliometrics and using visualization techniques to analyze the evolution of knowledge structures and hotspots in greenwashing. Based on this, this paper takes the literature on greenwashing in the Web of Science core set database from 2004–2022 as a research sample and uses CiteSpace 5.8.R3 to conduct a descriptive statistical analysis and carve a visual map to reveal the evolution pattern of research in the field of greenwashing in a comprehensive and systematic way. The findings show that greenwashing research is prevalent in developed countries and continues to attract more scholars globally, focusing on the interpretation of greenwashing definitions and concepts, influencing factors, consequences and governance models. Finally, this paper introduces the system governance theory and improves organizational isomorphism theory to further generalize the existing research framework on greenwashing and provides an outlook on the future direction of greenwashing research from three perspectives: greening screening research, impact research and governance research.

How Scholars Think about Greenwashing Over the Last Two Decades. An Overview through a Bibliometric Analysis

“…In line with Wang et al (2023), the research findings also reveal that the multiplicity of the phenomenon of greenwashing results in modular research content. Examining keyword changes indicates an initial achievement of multidisciplinary integration in existing greenwashing research.…”

“…These 627 publications represent 77.69% of all publications. This growth rate is also supported underlined by Wang et al (2023). In the P1 period, the most cited article was Social Accountability and Corporate Greenwashing from Laufer WS, in 2003, with 675 citations (the second most cited article out of 807).…”

Global Digital Analysis for Science Diplomacy on Climate Change and Sustainable Development

“…It is relevant to note that greenwashing arises from a of transparency and inadequate regulatory measures [30,31]. Themes associated with greenwashing have become an increasingly prevalent subject in the scientific literature [32]. However, the existing literature reviews on this topic are limited in quantity, and there are deficiencies in terms of quantitative research, generalization, scientific rigor, and systematization.…”

“…However, the existing literature reviews on this topic are limited in quantity, and there are deficiencies in terms of quantitative research, generalization, scientific rigor, and systematization. Furthermore, studies indicate that research on greenwashing is predominant in developed countries [32].…”

The Role of Cloud Computing in Modernizing Healthcare IT Infrastructure

“…The above image shows the histogram for the age distribution with the frequency taken as independent variable [18]. The above image shows the histogram for the skin thickness in the distribution plot with the independent and dependent variable [19].…”