Greenwashing and Trust in Sustainable Food Systems: A Systematic Review and Research Agenda

Abstract

ABSTRACT The global transition toward sustainable food systems has increased the importance of environmental claims in shaping consumption patterns and sustainability outcomes. Trust is essential for enabling sustainable food system transitions; however, greenwashing undermines confidence in environmental claims, weakens support for genuinely sustainable products, and creates barriers to achieving responsible consumption goals (SDG 12). Despite growing scholarly interest, existing research remains fragmented across theories, contexts, and methods. To address this gap, this systematic review analyzes 35 articles published between 2015 and 2026 using PRISMA‐guided screening, VOSviewer‐assisted descriptive bibliographic mapping, and the TCCM framework. The review identifies 22 theoretical perspectives across 32 instances of theory use, indicating a theoretically diverse but fragmented field. Findings indicate that the reviewed studies generally link greenwashing with lower trust, heightened skepticism toward sustainability claims, and weaker support. Existing studies are concentrated in high‐income countries and rely heavily on quantitative designs, with limited attention to governance mechanisms, institutional responses, and cross‐cultural differences. The review advances understanding of how greenwashing impedes sustainable food system transitions and proposes a research agenda for strengthening governance, transparency, and trust in sustainable consumption pathways.