Green Branding or Greenwashing? A Review of Sustainability Communication Strategies in Developed Economies

This article discusses the proliferation of sustainability claims by companies in developed countries, which has sparked a debate between authentic green branding practices and misleading greenwashing. The research aims to examine corporate sustainability communication strategies, distinguish between credible and manipulative practices, and assess the effectiveness of regulations. The method used is a qualitative literature review of recent scientific publications in various developed countries with a thematic synthesis approach. The results show that greenwashing has evolved from simple claims to complex communication strategies, including future promises like net-zero, while regulations such as those in the European Union are beginning to tighten oversight, although implementation remains challenging. The findings also indicate increasing consumer skepticism and reputational risks for companies. The implication is that stronger governance, transparency, and independent verification are needed so that sustainability communication supports accountability and a credible green economic transition.