Research on Greenwashing and CSR decoupling has grown, but few studies compare these two closely related concepts. This paper, titled “Greenwashing and CSR Decoupling: From a Literature Review towards a Conceptual Framework,” explores their relationship and distinctions. Greenwashing involves misleading or exaggerated environmental claims, while CSR decoupling occurs when CSR initiatives diverge from actual business practices. Using a literature review approach, the study synthesizes prior research and proposes a conceptual framework to clarify their linkages.

The framework identifies shared consequences such as green consumer confusion, perceived consumer skepticism, green perceived risk, and customer dissatisfaction. Furthermore, it distinguishes the unique drivers and outcomes specific to each concept, offering insights into their individual impacts. By integrating these perspectives, the paper enhances understanding of how Greenwashing and CSR decoupling operate both independently and in overlap, thereby guiding future research and managerial strategies to address these challenges effectively..