A Bibliometric Analysis of Greenwashing and Firm Value

Abstract

Purpose – Greenwashing, traditionally a marketing concept, has gained increasing relevance in economics, finance, accounting, and law. As a result, bibliometric analyses on greenwashing have attracted growing scholarly interest. This study conducts a bibliometric analysis of the literature on greenwashing and firm value, identifying key trends, productive countries, institutions, influential authors, and collaborative networks while examining the relationship between greenwashing and firm value. Design/methodology/approach – Data were collected from the Web of Science (WoS) database through systematic searches. The analysis includes 473 publications from 2003 to 2024 in disciplines such as environmental sciences, business, management, finance, communication, and ethics. Among these, 170 studies explicitly address both greenwashing and firm value. Results – The findings indicate a substantial increase in research output, particularly after 2020, with nearly 50 publications per year by 2023. Sustainability, performance evaluation, and transparency emerge as dominant themes. While China leads in research output, European countries exhibit higher collaboration rates. Influential authors, such as Li W and Zhang D, and leading journals, including the Journal of Business Ethics, have significantly shaped the field. Thematic developments indicate a shift from management-centered discussions to a stronger emphasis on sustainability and financial performance. Discussion – The study provides theoretical and practical insights into the impact of greenwashing on firm value, offering implications for managers, stakeholders, policymakers, and researchers. While greenwashing remains a relatively new research area, its scholarly attention is expanding rapidly. This study contributes by examining both greenwashing and its financial implications, particularly how stakeholders perceive greenwashing and its effects on firm value.