Chapter 14: The Evolution of Greenwashing Research in the Context of the Shared Economy: Insights from a Bibliometric Study

Greenwashing has been a prominent topic in sustainability discourse, especially in reference to the shared economy. The bibliometric study employed VOSviewer to analyze publications from 2006 to 2024, focusing on citation networks, and co-authorship analysis. The analysis showed that studies around greenwashing are in the starting phase; however, it would have a significant influence on hereafter work. Authors frequently referred to early publications highlighting the disparity between environmental claims and real behavior. Furthermore, co-authorship patterns revealed substantial coordination among scholars in the United States and Europe, reflecting regional apprehension for corporate liability in ecological claims. This concern was expanded by the absence of regulatory frameworks controlling eco-friendly promises around this time. Therefore, the foundations for more powerful analytical tools and ethical directions for addressing greenwashing were laid. The findings of the study elucidate the early academic interest in greenwashing within the shared economy and give a base for future research to investigate its better implications. The study spotlights the active character of research in greenwashing and the shared economy, pushed by global sustainability issues and the growing need for transparent and ethical business behavior.