Intellectual Structure of Research on Greenwashing: Bibliometric and Narrative Analysis

Objective: This article presents the analysis of the intellectual structure of knowledge regarding greenwashing by identifying the main research trends on the subject and creating a literary narrative encompassing a description of the concept, main effects, and strategies against greenwashing. Methodology: A bibliometric analysis of scientific production in Web of Science (WoS) and Scopus databases was performed, along with a narrative review of the literature. Bibliometric results were processed using platforms and software such as RStudio and VOSviewer. Key findings: 282 documents were analyzed, allowing for mapping of scientific production (authors, documents, sources, and affiliations), presenting a description of the intellectual structure, and offering a literary narrative on the concept, classification, forms and drivers, effects, and strategies to combat greenwashing. Conclusions: Three thematic clusters were identified regarding the research's current state, giving light on trends in knowledge production: sustainability, corporate social responsibility, and green marketing. The results will be useful for researchers, entrepreneurs, and business leaders, providing the potential to expand the knowledge boundaries on the topic and to promote organizational strategies to combat this practice.