CRITICAL SUCCESS FACTORS ANALYSIS FOR GREENWASHING GOVERNANCE WITH BLOCKCHAIN TECHNOLOGY
Jiawen Li, Yayun Xue · 2025
The concept of greenwash refers to the practice of a company spending more time and money on marketing itself as environmentally friendly than on minimizing its impact on the environment. This is a misleading marketing strategy intended to mislead environmentally conscious consumers. Providing a technical solution, blockchain offers a new way of addressing the trust issue and reducing greenwash. The purpose of this study is to evaluate critical success factors that affect greenwash behavior using the DEMATEL-AISM methodology. Additionally, we examine the factors that contribute to the success of the blockchain implementation in the greenwash governance process. A review of the driving forces behind greenwash governance is presented in this study, with recommendations for using blockchain technology to address the issue.