LITERATURE REVIEW ON PERCEIVED GREENWASHING AND GREEN PURCHASE INTENTION: A BIBLIOMETRIC AND SYSTEMATIC REVIEW

Abstract

In the context of growing attention to sustainable consumption, corporate greenwashing has become a significant concern as it may erode consumers’ ecological trust. This study aims to provide a comprehensive mapping of the research landscape on corporate greenwashing and systematically synthesize existing literature regarding its impact on green purchase intention. Through this process, the study identifies existing research gaps and proposes an integrated conceptual model. Regarding the data, the study draws on a sample of 99 quality academic articles collected from the Scopus and Web of Science databases covering the period from 2016 to 2026. The primary analytical approach employed is bibliometric analysis using the Biblioshiny tool, combined with qualitative synthesis and content analysis of relevant studies. The findings indicate that psychological states such as green skepticism and green confusion play a crucial mediating role in reducing consumers’ green purchase intention, while the moderating role of greenwashing literacy in this relationship remains underexplored. In addition, the study highlights a lack of cross-cultural empirical testing, particularly in developing markets. From the perspective of the S-O-R framework, the study suggests that greenwashing may weaken consumers’ trust, thereby influencing their psychological responses and purchase intentions. Based on these findings, it recommends that marketing managers prioritize transparency and verifiability in green communications to strengthen and restore consumer trust. Furthermore, future research should examine the influence of cultural characteristics and e-commerce contexts on green consumer behavior.