Greenwashing as a Corporate Strategy: A Bibliometric Analysis of Risks, Governance, and Heterogeneity

The persistence of greenwashing as a strategic corporate behavior reflects a financial tradeoff between risk and return. Current literature lacks an integrative framework explaining how these risks and institutional arrangements vary across distinct contexts. This study maps the intellectual structure and contextual heterogeneity of corporate greenwashing research through a bibliometric analysis of 818 publications indexed in the Web of Science Core Collection from 2000 to 2025. The results indicate an evolutionary shift in research focus from early ethical and reputational debates toward empirical investigations of capital market consequences, ESG controversies, and the dark side of corporate sustainability. This transition is accompanied by thematic movement from voluntary disclosure and legitimacy concerns toward mandatory compliance, sustainable finance, green bond pricing, and digital detection using artificial intelligence and natural language processing. The analysis reveals substantial structural heterogeneity. Heavy-asset industries are closely associated with technological decoupling under physical and compliance constraints, whereas financial and service sectors rely heavily on information asymmetry, green label arbitrage, and greenhushing. These sectoral patterns intersect with regional governance trajectories shaped by market-driven, regulation-oriented, and state-led contexts, generating distinct incentive structures and risk conditions, while firm-level governance further moderates these behaviors. The findings position greenwashing as a context-dependent corporate strategy and provide a structured synthesis for future research and differentiated regulatory responses.