Greenwashing uncovered: mapping consumer behavioural outcomes through TCCM and bibliometric insights

Greenwashing is an act of deceiving consumers regarding a company’s sustainable practices or the environmental benefits of a product or service. It has gained popularity since 1986; however, the domain has diversified in several aspects. This study aims to explore the greenwashing perception and consumer behavioural outcomes using a bibliometric analysis and the TCCM framework. A systematic literature review helps researchers to enhance the rigor of reviewing literature, whereas bibliometric analysis helps to study and analyse a chosen domain. The study uncovers and provides an integrated aspect of greenwashing and consumer behavioural outcomes using Scopus database from January 2016 to April 2025, analysing the literature in terms of theory, context, characteristics, and methodology, and lists the future research agenda in the domain from the findings of the TCCM framework and bibliometric analysis, fostering the domain.