This study examines the phenomenon of greenwashing through a bibliometric approach by analyzing 674 articles published between 2000 and 2025 from the Scopus database. The results show a significant increase in the number of publications and citations, with peak publications reaching 289 articles in 2024 and total citations rising to 18,973. This signals growing global attention to the issue of greenwashing. The study also reveals that China and the United States are the primary research centers, contributing the most and exerting the greatest influence. In contrast, contributions from developing countries, such as Indonesia, remain limited. The focus of greenwashing research is expanding from marketing to include regulation, governance, sustainable finance, and digital technology, including artificial intelligence. A keyword analysis identified eight major clusters, covering topics such as green marketing, corporate social responsibility, ESG, and green innovation. This research offers a comprehensive mapping of trends, international collaborations, and research gaps that can serve as a reference for academics, practitioners, and policymakers aiming to promote transparent and environmentally responsible business practices. However, the study has limitations, including the dominance of data from developed countries, a reliance on English-language publications, and the quantitative nature of bibliometrics, which has not explored qualitative aspects. Therefore, further development of greenwashing research, using a multidisciplinary and inclusive approach, is necessary to strengthen global sustainability governance.
