International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Greenwashing, Consumer Confusion, and Sustainable Product Identification: A Scoping Review and Integrative Framework

Author(s) Dr. Vida Owusu-Prempeh, Nlary jerry joseph, Tony Ofori Agyemang
Country Ghana
Abstract The growing global emphasis on sustainability has significantly transformed consumer markets and corporate marketing practices. Increasing environmental awareness among consumers has generated substantial demand for sustainable products, encouraging firms to communicate their environmental performance through sustainability claims, eco-labels, and green marketing initiatives. However, the rapid expansion of environmental marketing has also contributed to the proliferation of greenwashing, whereby organizations exaggerate, misrepresent, or selectively disclose environmental information to portray themselves as more sustainable than they actually are. As a result, consumers increasingly face difficulties distinguishing genuinely sustainable products from deceptive alternatives. This review aims to synthesize existing knowledge on the relationships among greenwashing, consumer confusion, trust, and sustainable product identification between 2015 and 2025. The review addresses five research questions concerning the evolution of the literature, drivers of consumer confusion, impacts of greenwashing on trust and product identification, mechanisms supporting sustainable product identification, and the development of an integrative conceptual framework. A scoping review methodology guided by Arksey and O'Malley , Levac et al. , and the PRISMA Extension for Scoping Reviews was employed. Searches were conducted across Scopus, Web of Science, ScienceDirect, Emerald, Wiley Online Library, SpringerLink, and Taylor & Francis databases. A total of 1,123 records were identified, of which 48 studies met the inclusion criteria. Findings reveal that greenwashing contributes significantly to information overload, skepticism, and consumer confusion, ultimately reducing trust and complicating sustainable product identification. The review develops an integrative framework linking antecedents of greenwashing, consumer cognitive responses, trust outcomes, and identification mechanisms. The study contributes theoretically by integrating Signaling Theory and Information Processing Theory while providing practical implications for firms, regulators, and consumers seeking to improve transparency and sustainable purchasing decisions.
Keywords Greenwashing, Consumer Confusion, Sustainable Product Identification, Consumer Trust, Sustainability Claims, Eco-labels, Scoping Review
Field Sociology > Administration / Law / Management
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-06-14
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.81101
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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