1 Introduction The 2010s were characterized by increasing awareness of the prevalence of greenwashing, i.e., “any communication that misleads people into adopting overly positive beliefs about an organization's environmental performance, practices or products” (Lyon and Montgomery 2015: 226). Since Lyon and Montgomery's (2015) review article, a plethora of studies (e.g., Fabrizio and Kim 2019; Kim and Lyon 2015; Marquis et al. 2016; Wu et al. 2020) and reviews (e.g., de Freitas Netto et al.
