Synthesizing Research on the Impact of Greenwashing on Consumers, Organizations, and Sustainability

Abstract

Amid growing demand for corporate accountability, greenwashing has emerged as a critical research issue. While many studies have addressed this topic, an integrated understanding of its impacts on consumers, organizations, and employees, as well as the underlying psychological mechanisms, remains underdeveloped. This article addresses this gap by synthesizing findings from 13 quantitative studies published between 2013 and 2024, creating a holistic model of the causes, patterns, and multifaceted consequences of greenwashing. The study employs a descriptive research synthesis method, adhering to PRISMA principles for transparency. Studies were selected from key academic databases, including ScienceDirect, SAGE, EMERALD, ProQuest, and Google Scholar, based on predefined eligibility criteria, and were appraised using CASP frameworks for methodological soundness. The synthesis reveals that perceived greenwashing erodes consumer trust and brand loyalty, increases confusion and perceived risk, and damages purchase intentions. For organizations, these effects diminish green brand equity and tarnish corporate reputation. Internally, greenwashing negatively affects employee morale, trust, and job performance, fostering a culture of cynicism. These impacts are mediated by psychological variables like consumer trust, satisfaction, and attitude, and moderated by factors such as environmental concern and prior brand perceptions. Future research should explore diverse cultural and developing country contexts and investigate long-term behavioral impacts on stakeholders. The study concludes that organizations must move beyond performative environmentalism and adopt transparent communication and verifiable sustainable practices to rebuild stakeholder trust and achieve long-term market resilience.