<p>The deceptive practice of greenwashing (GW) has successfully misled stakeholders, creating a false perception of an organization’s commitment to sustainability. Greenwashing behavior (GWB) is a crucial aspect that must be clarified before promoting sustainable development. Hence, how to scientifically understand GWB has become the core issue for enterprises to carry out green practices under the goal of environmental sustainability, especially in terms of its manifestations. Based on this, this study aims to use 553 peer-reviewed articles published from 2001 to 2024 as data to systematically analyze existing research on GWB using quantitative and qualitative methods, and construct a comprehensive GWB theoretical framework. Firstly, in the process of quantitative statistical literature review, four main research dimensions are formed to address the issue of fuzzy classification in previous studies. Secondly, a qualitative review will be conducted on the main content of the four research dimensions to provide GWB with a more structured understanding. Meanwhile, seven core elements of GWB manifestation were revealed. Finally, the above content is summarized and form a theoretical framework for GWB based on the perspectives of people, process, and purpose (3P). The proposed 3P theoretical framework of GWB not only advances the theoretical discourse by consolidating insights on definitions, driving factors and underpinning theories, governance strategies and classifications and consequence, but also provides practical tools for managers and researchers to identify, prevent, and avoid GWB, which render new perspectives in promoting ethical and sustainable practices across industries in the future.</p>