Abstract
This study used the systematic review methodology to examine peer-reviewed journal articles published in the Web of Science, ScienceDirect, Springer and Emerald Insight during the 2000–2020 period to analyse greenwashing. In an open market, the behaviours of state-owned enterprises (SOEs), private firms and multinational corporations (MNCs) pose an implicit greenwashing threat. Our focal point is to analyse corporate greenwashing in MNCs in host emerging markets, particularly in Asia, for two reasons. First, reports of greenwashing have increased around the world since Volkswagen was revealed to have falsified automobile emissions data. Second, MNCs play an important role in expanding market size and their behaviour is increasingly unpredictable. The analysis shows that MNCs tend to engage in greenwashing immediately after doing business in host emerging markets characterised by restricted regulations, clear market opportunities and low competitive pressure. When greenwashing occurs, it will harm the interests of not only consumers, but also society as a whole, despite offering significant benefits to existing stakeholders. In this case, the authorities should implement regulations to confront MNCs before attracting them, which should be enforced in practice.
Highlights
In recent decades, green marketing has become a highly debated topic for customers, business organisations, shareholders, management and communities (Dangelico & Vocalelli, 2017)
Some authors showed the effects of increase in greenwashing and argued that it can negatively affect the confidence of shareholders and consumers in green products (Delmas & Burbano, 2011; Guo et al, 2018; Pizzetti et al, 2019)
Perceived greenwashing has a negative effect on a company’s base channel (Davis, 1992; Du et al, 2018), but green marketing is a market with significant effects
Summary
Green marketing has become a highly debated topic for customers, business organisations, shareholders, management and communities (Dangelico & Vocalelli, 2017). Various green initiatives are available in practice, in diverse areas including energy supply, food, tourism, packaging, fashion, architecture, government and buildings Some authors showed the effects of increase in greenwashing and argued that it can negatively affect the confidence of shareholders and consumers in green products (Delmas & Burbano, 2011; Guo et al, 2018; Pizzetti et al, 2019). As such, greenwashing has become a hot topic because of its practical importance, increased challenges and research opportunities in different disciplines
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