Sustainability discourse has changed over time and since COP 2025 in Brazil where members were accused of displaying a lack of ambition regarding climate change, discourse can feel quite fragmented.). Across global markets, firms increasingly embed environmental responsibility into their brand identity, stakeholder engagement strategies, and regulatory compliance practices. Despite the expansion of sustainability governance, the complex interplay between regulatory enforcement and cultural ethics remains under-examined. Although greenwashing has been widely studied, much early scholarship conceptualized it primarily as a communications strategy or legitimacy tactic. While this perspective illuminated important dynamics of impression management, it often overlooked the organizational mechanisms at play that enable deceptive practices to emerge and persist. Moreover, the early literature paid limited attention to cross-jurisdictional differences in how greenwashing is defined, rationalized, and regulated across cultural and institutional contexts (Marquis et al., 2016). The issues indicated show that it is now imperative to examine the current state of greenwashing, to find out its current state and future focus. We use a structured literature review to interrogate existing literature. We contribute by providing a cross-border synthesis of greenwashing literature and obtaining an understanding that due to cultural influences green washing is not viewed the same across various jurisdictions. We identify a number of opportunities for future research in this paper.