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This article intended to investigate the greenwashing, its relationships with stakeholders and connections between organizational communication and environmental practices. The method conducted by this study follows a exploratory line and uses theoretical reference for the thematic axes of organizational communication, stakeholders and greenwashing. The results show that greenwashing concept is not consensual, but that practice inserts itself in the ethic concerns of environmental communication. The findings show too that the greenwashing concept traditionally linked to the discourse field, may extends to the stakeholders field; to this occur, it's necessary the use of specifics strategies in all organization communication process.

In this paper we examine definitions of ‘greenwashing’ and its different forms, developing a tool for assessing diverse ‘green’ claims made by various actors. Research shows that significant deception and misleading claims exist both in the regulated commercial sphere, as well as in the unregulated non-commercial sphere (e.g., governments, NGO partnerships, international pledges, etc.). Recently, serious concerns have been raised over rampant greenwashing, in particular with regard to rapidly emerging net zero commitments. The proposed framework we developed is the first actionable tool for analysing the quality and truthfulness of such claims. The framework has widespread and unique potential for highlighting efforts that seek to delay or distract real solutions that are urgently needed today to tackle multiple climate and environmental crises. In addition, we note how the framework may also assist in the development of practices and communication strategies that ultimately avoid greenwashing.

The contemporary and interdisciplinary discourse on sustainability has had an impact on the practices of many organizations, prompting them to seek more socially and environmentally aligned strategies. In this context, the controversial and contested concept of greenwashing emerges as a phenomenon where organizations engage in \"greenwashing\" practices to enhance their brand and offerings. This study aimed to explore this concept and critically present its perceptions within the \"adaptation\" or \"threat\" dichotomy. A systematic literature review was conducted using Google Scholar, SciELO, and Capes Periodicals Portal databases, alongside the \"Connected Papers\" tool and the \"Mixed Methods Appraisal Tool\" protocol. The findings deepen conceptual definitions, categories, and interfaces of the greenwashing phenomenon across various fields of knowledge, including business, marketing, branding, and ethics. The study expands the understanding of greenwashing beyond specific disciplines and highlights its deceptive and detrimental practices that should be avoided and discouraged. Keywords: Green Marketing. Consumer. Sustainability. Brand. Management Practices. Consumer. Sustainability. Brand. Management Practices. O contemporaneo e interdisciplinar debate sobre a sustentabilidade tem refletido na atuacao de muitas organizacoes, as quais passam a buscar posicionamento e atuacao mais alinhada a questao socioambiental, trazendo a tona o fenomeno do greenwashing como pratica polemica e contestavel de \"lavagem verde\" para suas marcas e ofertas. Este estudo objetivou explorar tal conceito e apresentar criticamente suas percepcoes frente a dicotomia \"adaptacao\" ou \"ameaca\". Foi empregada revisao sistematica da literatura baseada em buscas nas bases de dados Google Academico, SciELO e Portal de Periodicos--Capes, junto a ferramenta \"Connected Papers\" e protocolo \"Mixed Methods Appraisal Tool\". Os resultados aprofundam definicoes conceituais, categorias e interfaces do fenomeno com diversas areas do conhecimento, como negocios, marketing, branding e etica--expandindo a compreensao do assunto alem de campos especificos do saber e adicionam percepcoes relacionadas a uma pratica enganosa e prejudicial em muitos aspectos, a qual deve ser evitada e desencorajada. Palavras-chave: Marketing Verde. Consumidor. Sustentabilidade. Marca. Praticas de Gestao.

This study used the systematic review methodology to examine peer-reviewed journal articles published in the Web of Science, ScienceDirect, Springer and Emerald Insight during the 2000–2020 period to analyse greenwashing. In an open market, the behaviours of state-owned enterprises (SOEs), private firms and multinational corporations (MNCs) pose an implicit greenwashing threat. Our focal point is to analyse corporate greenwashing in MNCs in host emerging markets, particularly in Asia, for two reasons. First, reports of greenwashing have increased around the world since Volkswagen was revealed to have falsified automobile emissions data. Second, MNCs play an important role in expanding market size and their behaviour is increasingly unpredictable. The analysis shows that MNCs tend to engage in greenwashing immediately after doing business in host emerging markets characterised by restricted regulations, clear market opportunities and low competitive pressure. When greenwashing occurs, it will harm the interests of not only consumers, but also society as a whole, despite offering significant benefits to existing stakeholders. In this case, the authorities should implement regulations to confront MNCs before attracting them, which should be enforced in practice.