Trends and Gaps in the Literature about Green Washing in Asia

Abstract

This bibliometric study explores the trends and gaps in the literature on greenwashing in Asia, analyzing key research patterns, thematic clusters, and geographical contributions. The results highlight an increasing scholarly focus on greenwashing, particularly from 2021 onwards, reflecting growing awareness of environmental issues and deceptive corporate sustainability practices. China and India emerge as leading contributors, with institutions like Shandong University and Massey University playing prominent roles in advancing the research. Thematic clusters emphasize topics such as corporate social responsibility, green marketing, sustainable development, and circular economy, with "greenwashing" serving as a central concept linking these themes. Despite the rising volume of research, gaps persist in understanding the effectiveness of regulatory frameworks, consumer perceptions, and cross-sectoral impacts of greenwashing. This study underscores the need for interdisciplinary approaches and actionable strategies to address greenwashing, supporting authentic sustainability practices and policies.