Vol. 9 No. 1 (2024): Turkish Journal of Marketing

Greenwashing: A systematic literature review

Peruze Cansu Akdeniz
PhD. Student, Erciyes University, Kayseri, Türkiye
Leyla Leblebici Koçer
Prof. Dr., Erciyes University, Kayseri, Türkiye

Published 03/25/2024


  • Marketing, Green Consumption, Greenwashing, Systematic Literature Review, Consumer Behaviour
  • Pazarlama, Yeşil Tüketim, Yeşil Aklama, Sistematik Literatür Taraması, Tüketici Davranışı

How to Cite

Akdeniz, P. C., & Leblebici Koçer, L. . (2024). Greenwashing: A systematic literature review. Turkish Journal of Marketing, 9(1), 1–19. https://doi.org/10.30685/tujom.v9i1.194


Rapid and unconscious consumption of goods and services causes environmental degradation as natural resources deplete. Therefore, environmental awareness is increasing daily and becoming an issue that consumers increasingly give importance to. With increasing environmental awareness, a significant increase has begun to be observed in consumers' tendency towards green consumption to ensure sustainable development. Consumers now prefer environmentally friendly products more and make purchasing decisions based on their trust. Greenwashing is an activity that undermines consumers' trust and harms green marketing due to misleading environmental claims. The main purpose of this study is to provide an overview and synthesis of the existing knowledge by examining consumer-oriented articles in which the concept of "greenwashing" is mentioned between 2019 and 2023. In this context, articles related to the subject in the SCOPUS database were examined using a systematic literature review method. As a result of the systematic literature review, 48 articles that were suitable for the research were evaluated. Within the scope of the research, the distribution of these articles according to years, journals in which they were published, number of citations, number of authors and research design were examined in detail and evaluated through tables. In addition, other variables studied together with "greenwashing" were also examined and classified in the evaluated articles. According to the data obtained from 48 articles examined in detail as a result of the research, it was concluded that although greenwashing studies have increased in recent years, the studies conducted for consumers are insufficient.


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