Research on Greenwashing Behavior and Collaborative Governance Path Innovation

Abstract

With the deepening of sustainable development concepts, corporate greenwashing-the practice of feigning environmental responsibility through "pseudo-green" actions-has emerged as a significant barrier to green transformation. This paper systematically examines the connotation, evolution, and mechanisms of greenwashing, aiming to identify robust governance pathways and propose a systematic solution. The study reveals that greenwashing has dynamically evolved from "selective information disclosure" to "algorithmic greenwashing," driven by institutional pressures, market incentives, and technological empowerment. Its impacts span market trust crises, consumer cognitive distortions, and socio-ecological damage. Existing research exhibits notable controversies in conceptual definitions, governance paradigms, and technological applications, while practical governance faces challenges such as legal ambiguities, certification flaws, and insufficient public participation. To address these issues, this paper proposes a five-dimensional collaborative governance framework: "legal enforcement + market-driven mechanisms + technological empowerment + societal co-governance + financial incentives." This system emphasizes refined legislation, transparent technological oversight, market forces, financial tools, and social mobilization to transition from "greenwashing" to "authentic green." By transcending static analytical frameworks and adopting a dynamic evolutionary perspective, this study contributes to interdisciplinary theoretical integration and collaborative policy design, offering practical insights for advancing green development and achieving China’s "3060 Carbon Peak and Carbon Neutrality" goals.