The rising demand for environmental accountability has led to the proliferation of green claims in marketing, but also to widespread concerns about greenwashing—the practice of making deceptive or exaggerated environmental claims. This study presents a comprehensive examination of greenwashing in marketing through a systematic literature review and bibliometric analysis. By analyzing 419 peer-reviewed articles published between 2004 and 2024, we identify key themes, influential publications, and emerging trends within the literature. Our findings reveal how greenwashing strategies affect consumer trust, brand perception, and corporate transparency. We highlight the pervasive effects of greenwashing on marketing ethics and consumer skepticism, while also outlining opportunities for future research to develop more effective regulatory and ethical marketing practices. This work provides valuable insights for marketers, policymakers, and researchers, emphasizing the need for transparency and authenticity in environmental communications to rebuild consumer trust and promote genuine sustainability efforts.

This study examines the impact of ESG on Εarnings Quality (EQ) and Real Earnings Management (REM). Additionally, it investigates the potential role of firm size (FS) in this relationship. Using a fixed-effects multivariate regression analysis on an international sample of 32,050 firm-year observations over the period 2003–2022, we show that ESG enhances EQ and restricts REM. Further analysis confirms our main findings, indicating that the intensity of the positive relationship between ESG and EQ is more pronounced in small firms, while the negative association between ESG and REM is more intense in large firms. To the best of our knowledge, this is the first study to capture the impact of ESG on both EQ and REM using international evidence, while testing the role of FS. Our findings suggest that EQ and earnings management (EM) can be viewed as a double-edged sword of reporting quality, thus, a more flexible and proactive strategy is needed when considering the material effects of ESG.

This study contributes significantly to the field by utilising the World Economic Policy Uncertainty (WEPU) Index, as devised by (Ahir in Nat Bureau Econ Res 2022), to scrutinise its impact on carbon dioxide emission reporting and performance. Employing the generalised method of moments (GMM) on a substantial dataset of 604 Fortune Global 500 firms spanning from 2005 to 2020, our analysis reveals crucial insights. The research elucidates the dual influence of WEPU Index: a positive correlation with carbon dioxide emission reporting and a negative correlation aimed at mitigating adverse effects and promoting sustainable practices, thereby enhancing firm trust. Moreover, the findings shed light on how companies in emission-intensive industries tend to ramp up carbon dioxide emission reporting, potentially to bolster investor confidence, particularly during high WEPU Index periods. Furthermore, this study uncovers a compelling association between high emitters and lowered carbon dioxide emission performance, stemming from political and social pressures to integrate environmental considerations. Notably, this pressure intensifies during periods of increased WEPU Index. The empirical results presented in this study carry immediate practical implications. Specifically, they offer valuable insights for regulatory bodies and industry associations, guiding the development of enhanced environmental and social reporting regulations and guidelines, particularly concerning carbon emission reporting and performance.