The fields of decoupling and greenwashing research have parallel roots in the sense that whereas decoupling originally referred to the differences between organizations’ formal policies and implemented practices in general, greenwashing did the same in the particular area of environmental management. Unfortunately, however, the dialogue between these two research literatures has not been active to the best possible extent, which has prevented them from learning from one another. Most important at the moment, while both literatures have first concentrated on the situations in which organizations’ formal policies exceed their implemented practices, they have recently become increasingly interested in the opposite state of affairs under names of reverse decoupling and brownwashing. Until this point, however, research on either side has not systematically taken into account what the other has to offer for its conceptual refinement. Therefore, this paper especially intends to compare the results that reverse decoupling and brownwashing literatures have reached up to now and this way to formulate a research agenda that would open new avenues for future studies in both areas.