Special Issue: Sustainability, Greenwashing, and Consumer Behavior 

Editors: Anna Carolina Boechat (UNIDCOM/IADE) and Nuno Tiago Cláudio Leitão Baptista (Instituto Politécnico de Leiria)

Languages: Portuguese; English; Spanish 

DEADLINE FOR SUBMISSION: 2 March 2026 

Abstract 

The topic of environmental sustainability has become part of the political agenda of many governments and consumers are showing growing concern for the environment. Greenwashing involves the communication of positive environmental practices with the aim of deceiving consumers into believing that a company’s products or services are environmentally sustainable. The thematic dossier “Sustainability, Greenwashing and Consumer Behavior” aims to explore the business practice of greenwashing from a communication perspective and its impact on consumer behavior.

Description and Framework 

Due to the remarkable rise of environmental concerns in political and media discourse, new purchasing habits have emerged that favor products labeled as “eco-friendly,” “sustainable,” or “organic.” This context has placed considerable pressure on companies, making environmental sustainability the primary indicator of corporate social responsibility and ethical corporate behavior (Yu-Shan Chen et al., 2022). Greenwashing practices rely on communication techniques aimed at projecting a particular image of the organization. The concept applies to companies that are not truthful about their environmental impact, reflecting a deceptive strategy, and an artificial behavior that misleads consumers (Forliano et al., 2025; Sun & Zhang, 2019). The special issue “Sustainability, Greenwashing, and Consumer Behavior” aims to foster debate around the communicative practices of greenwashing and their impact on consumer behavior. 

The increase in greenwashing over recent decades has become a major concern. On the one hand, such communication affects consumers, undermining transparent dialogue and contributing to misinformation and distrust toward labels such as “green,” “organic,” “eco,” or “sustainable” (Adamkiewicz et al., 2022); on the other hand, it creates a sense of urgency among governments, who attempt to curb this practice through stricter and more punitive legislation (Li et al., 2023).

Equally important, when discovered, greenwashing communication practices can negatively affect the companies themselves, potentially leading to irreparable damage to their institutional image and, consequently, to their financial performance (Arouri et al., 2021). 

Objectives and approaches 

The aim is to offer the reader a broad debate that touches on the various dimensions of the greenwashing issue, considered from a communication perspective, through current academic contributions of high quality and relevance.

Possible subtopics: 

1. Greenwashing within the scope of corporate strategic communication 

• Organizational reputation and mitigation strategies following greenwashing scandals 

• Institutional image management in times of environmental scrutiny 

• Corporate governance and communication transparency in reporting sustainable practices 

• Sustainability communication in integrated reports and corporate websites 

• The role of leadership and spokespersons in legitimizing green narratives 

2. Greenwashing in strategic marketing communication 

• Ecological positioning and misleading practices in green advertising 

• Critical analysis of packaging, labels, and sustainability-themed slogans 

• Greenwashing in digital marketing and e-commerce campaigns 

• Segmentation and targeting of environmentally conscious consumers 

• Sectoral comparisons (fashion, food, technology) regarding the marketing use of sustainable discourse

3. Greenwashing and the Communication of Corporate Social Responsibility (CSR) 

• Conflicts between CSR discourse and companies’ actual environmental practices 

• CSR communication on social media: authenticity vs. performance 

• The instrumentalization of sustainability as a tool for social legitimacy 

• CSR metrics and indicators vs. public perception of sustainable actions

• ESG and greenwashing: tensions between environmental criteria and communicative performance 

4. Greenwashing as Disinformation 

• Greenwashing as environmental fake news: a critical analysis of green disinformation 

• The role of fact-checkers and the media in exposing manipulative narratives 

• Algorithms, filter bubbles, and the amplification of misleading green claims 

• Media literacy and green literacy as defenses against greenwashing 

5. Consumer Backlash and Consumerism in Response to Greenwashing 

• Boycott and cancel movements targeting brands engaged in greenwashing 

• Digital activism and resistance narratives in comments and hashtags 

• Effects of greenwashing on trust, loyalty, and repurchase intention 

• The role of critical consumers in monitoring “green” companies 

• Ethical consumption, brand activism, and the paradox of sustainable choice 

6. Greenwashing and Influencer Marketing from a “Green” Perspective 

• Sustainable influencers and the risk of performative greenwashing 

• Paid partnerships and transparency in promoting “eco-friendly” products 

• Credibility and authenticity in environmental influencer communication 

• Visual narratives and aesthetics of the “green lifestyle” on social media 

• The presence of green claims in short videos (Reels, TikTok) and audience reception

Bibliographic References (relevant)

Adamkiewicz, J., Kochańska, E., Adamkiewicz, I., & Łukasik, R. M. (2022). Greenwashing and sustainable fashion industry. Current Opinion in Green and Sustainable Chemistry, 38, 1–8. https://doi.org/10.1016/j.cogsc.2022.100710

Forliano, C., Battisti, E., de Bernardi, P. (2025). Mapping the greenwashing research landscape: a theoretical and field analysis. Rev Manag Sci. https://doi.org/10.1007/s11846-025-00856-3

Li, W., Li, W., Seppänen, V., & Koivumäki, T. (2023). Effects of greenwashing on financial performance: Moderation through local environmental regulation and media coverage. Business Strategy and the Environment, 32(1), 820–841. https://doi.org/10.1002/bse.3177

Sun, Z., & Zhang, W. (2019). Do government regulations prevent greenwashing? An evolutionary game analysis of heterogeneous enterprises. Journal of Cleaner Production, 231, 1489–1502. https://doi.org/10.1016/j.jclepro.2019.05.335

Yu-Shan Chen, Y.-S. C., Yu-Shan Chen, Y.-H. L., Wei-Yuan Lo, W.-Y. Lo, & Pi-Yu Lai, P.-Y. L. (2022). Sustainable trick or tactic? The influence of greenwashing on green reputation, green satisfaction and green perceived value. Corporate Management Review 42(1), 117-149. https://doi.org/10.53106/102873102022064201004

KEY DATES 

1st Call for Papers: 9 September 2025 

Deadline for Submissions: 2 March 2026 

Publication date: 30 June 2026 

Submission guidelines: 

Articles must be submitted online via https://journals.ipl.pt/cpublica/index. Authors are required to register in the system before submitting an article; if you have already registered, simply log into the system and start the 5-step submission process. 

Articles must be submitted using the pre-formatted template of Comunicação Pública. For more information on submission, please read Information for Authors and Guidelines for Authors.