Abstract

Purpose: This study reviews greenwashing practices in the fashion industry and explores how misleading sustainability claims affect consumers, retailers, genuine sustainable brands, and investors.
Design/Methodology: The study is based on a systematic review of existing literature, using journal articles, books, and conference papers sourced from databases such as Google Scholar, Emerald Insight, and ResearchGate.
Findings/Results: The findings show that unclear and exaggerated sustainability claims often mislead stakeholders, reduce trust, damage credible sustainable brands, and influence investment decisions. Most existing studies focus on individual stakeholder groups rather than the industry as a whole.
Originality/Value: By bringing together multiple stakeholder perspectives, this review highlights the need for clearer communication, greater transparency, and stronger regulatory oversight in the fashion sector.
Paper Type: Review Paper