GREENWASHING IN THE GLOBAL CONTEXT: A SYSTEMATIC REVIEW AND ANALYSIS OF SUSTAINABLE CORPORATE PRACTICES

Abstract

The phenomenon of Greenwashing has gained prominence in recent decades due to the growing awareness of sustainability and the pressure on companies to adopt more environmentally responsible practices, using the phenomenon as a strategy to promote an image of sustainability without implementing real changes in production processes. On this premise, the study aims to map and analyze the academic contributions on the subject in the last five years, highlighting its conceptual and methodological advances. For this purpose, the methodology applied consists of a qualitative approach as its research nature, with bibliographic procedures using a systematic review of the literature published between 2020 and 2024, analyzing origins, classifications, impacts on consumer behavior and the regulatory challenges faced in combating this phenomenon. Thus, when analyzing the studies addressed by the authors, the research reveals that, while in developed markets awareness of the phenomenon is more pronounced, in emerging markets the phenomenon highlights the lack of strict regulation and environmental education, also exploring the emotional and behavioral impact of Greenwashing on consumers, highlighting the increase in green skepticism and the loss of trust in brands involved in misleading practices. Finally, the importance of more effective public policies, clear regulations and the promotion of greater business transparency is discussed as key measures in combating Greenwashing and promoting genuine sustainable practices.