This research systematically examines the consequences of greenwashing on consumer opinion, trust, and purchasing behavior. Applying the TCCM model, it evaluates theoretical views, contextual differences, crucial attributes, and research approaches from Scopus-listed articles (2014–2024). The findings of this research confirm that consumer cynicism is driven by deceptive eco-labels, exaggerated sustainability claims, and inadequate regulatory enforcement. Additionally, consumer responses vary by level of awareness, culture, and credibility of brands. Methodological limitations in assessing the behavioral impacts of greenwashing are also cited in the study, where more empirical research is called for. This study offers a systematic view of greenwashing and offers practical suggestions to brands, policymakers, as well as researchers, promoting ethical communication of sustainability. It bridges theoretical innovation with real-world application, guiding future research directions for consumer-oriented sustainable marketing.