Gerçek mi İmaj mı? Greenwashing Üzerine Bilimsel Yayınların Bibliyometrik Analizi (2002–2025)

Year 2025, Volume: 10 Issue: 2, 108 - 121, 30.11.2025

Gözde Koca

Abstract

Greenwashing, işletmelerin çevresel sorumluluklarını olduğundan daha olumlu biçimde sunarak paydaşları yanıltmalarını ifade eden önemli bir kavramdır. Çevresel sürdürülebilirlik konusunun küresel gündemde öne çıkmasıyla birlikte, greenwashing uygulamaları hem akademik literatürde hem politika tartışmalarında yoğun biçimde ele alınmaktadır. Bu çalışma, greenwashing konusundaki bilimsel yayınların gelişim eğilimlerini sistematik bir yaklaşımla değerlendirmek amacıyla yürütülmüştür. Analiz kapsamında, Web of Science veri tabanında 2002–2025 yılları arasında yayımlanan toplam 1671 doküman incelenmiştir. Bibliyometrik inceleme, R yazılım ortamında çalışan Biblioshiny paketi kullanılarak gerçekleştirilmiştir. Yıllık ortalama büyüme oranı %28,81 olarak belirlenmiş, bu oran konunun araştırma alanı olarak hızla geliştiğini göstermektedir. Yayın başına ortalama 22,11 atıf alınması, literatürün dikkate değer akademik etki yarattığını ortaya koymaktadır. Elde edilen bulgular, greenwashing literatüründeki temel eğilimleri, anahtar temaları ve yayın dinamiklerini kapsamlı biçimde sunmakta ve gelecekte yürütülecek çalışmalara yol gösterici bir çerçeve sağlamaktadır.

Keywords

Greenwashing , Bibliyometrik Analiz , Sürdürülebilirlik Iletişimi , Web of Science , Kurumsal Çevre Stratejileri

Reality or Image? A Bibliometric Analysis of Scientific Publications on Greenwashing (2002–2025)

Abstract

Greenwashing is an important concept that refers to businesses misleading stakeholders by presenting their environmental responsibilities in a more positive light than they actually are. With the rise of environmental sustainability on the global agenda, greenwashing practices are being intensively discussed in both academic literature and policy debates. This study was conducted to assess the development trends of scientific publications on greenwashing systematically. A total of 1671 documents published in the Web of Science database between 2002 and 2025 were examined within the scope of the analysis. The bibliometric analysis was conducted using the Biblioshiny package running in the R software environment. The average annual growth rate was determined to be 28.81%, indicating that the topic is rapidly developing as a research area. An average of 22.11 citations per publication demonstrates that the literature has generated significant academic impact. The findings comprehensively present the main trends, key themes, and publication dynamics in the greenwashing literature and provide a guiding framework for future studies.

Keywords

Greenwashing , Bibliometric Analysis , Sustainability Communication , Web of Science , Corporate Environmental Strategies

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