Analyzing the origins and impact of greenhushing through a sustainable development lens

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Abstract

In an era where the world is highly concerned about the environment, what happens if producers hide their sustainable activities? This study answers this very important question and explores an under-researched topic: greenhushing. The findings of the study are expected to be an eye-opener for all stakeholders of the environment. Many manufacturers/marketers are following the concept of greenhushing, but consumers hardly know whether producers are engaging in green practices or whether they are avoiding them. The researchers employed the semi-structured interview method on 40 young Indian consumers to determine their knowledge about greenhushing and what impact, if any, it has on consumer product selection. For the analysis, NVivo was used to generate word clouds and interpret the responses and suggestions given by the respondents. The analysis revealed various factors (hedonic value, utilitarian value, environmental concern, green labelling, and green trust) that need to be communicated mandatorily. Further, significant recommendations were made by thoroughly examining the existing literature and aligning it with the interview responses. The findings of the study highlight the relevance of proper and clear communication of product-related information, which may be a help for producers and policymakers, along with society in general.

Keywords: Greenhushing, Greenblushing, Greenwashing, Environmental Concern, Green Labelling, Signaling Theory, Legitimacy Theory

Authors’ individual contribution: Conceptualization — A.A. and S.G.; Methodology — A.A. and S.G.; Validation — S.M. and O.R.; Resources — J.B., S.M., and O.R.; Writing — Original Draft — S.G.; Writing — Review & Editing — A.A. and O.R.; Supervision — A.A.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: M14, M31, Q01

Received: 11.06.2025
Revised: 15.07.2025; 14.08.2025; 29.12.2025
Accepted: 02.01.2026
Published online: 05.01.2026

How to cite this paper: Ahmad, A., Garg, S., Bhasin, J., Mushtaq, S., & Rahman, O. (2026). Analyzing the origins and impact of greenhushing through a sustainable development lens. Corporate Governance and Sustainability Review, 10(1), 39–51. https://doi.org/10.22495/cgsrv10i1p4