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Unraveling Green Marketing and Greenwashing: A Systematic Review in the Context of the Fashion and Textiles Industry

Author

Listed:
  • Aayushi Badhwar

    (School of Fashion and Textiles, RMIT University, Brunswick Campus, Melbourne, VIC 3056, Australia)

  • Saniyat Islam

    (School of Fashion and Textiles, RMIT University, Brunswick Campus, Melbourne, VIC 3056, Australia)

  • Caroline Swee Lin Tan

    (School of Fashion and Textiles, RMIT University, Brunswick Campus, Melbourne, VIC 3056, Australia)

  • Tarun Panwar

    (School of Fashion and Textiles, RMIT University, Brunswick Campus, Melbourne, VIC 3056, Australia)

  • Stephen Wigley

    (LCI, Melbourne, Collingwood Campus, Melbourne, VIC 3066, Australia)

  • Rajkishore Nayak

    (School of Communication & Design, RMIT University, Saigon South Campus, Ho Chi Minh City 700000, Vietnam)

Abstract

Greenwashing is a prevalent issue in the fashion and textile industry, a sector known as one of the largest industrial polluters worldwide. The multi-trillion-dollar industry’s trend-driven, low-cost production models and the availability of numerous distribution options have led to mass consumption, significantly impacting consumer behavior. The aim of this review is to document and analyze the direct and indirect practices of greenwashing in the fashion industry and its impact on consumers. It also seeks to highlight the existence of greenwashing in the industry’s supply and consumption chain. A Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology was employed to examine the complex implications of greenwashing within the fashion industry. Relevant studies from the past decade were identified through comprehensive searches on Elsevier Science Direct, Google Scholar, Web of Science, and Scopus. This review found that some companies resort to greenwashing by promoting a green image without making substantial environmental or social changes. It also revealed varied interpretations and misinterpretations of green-related terms by consumers. The findings underscore the need for transparency and honesty in the fashion industry’s green marketing strategies. They also highlight the importance of consumer education to prevent misinterpretation of green-related terms and to promote sustainable consumption practices.

Suggested Citation

  • Aayushi Badhwar & Saniyat Islam & Caroline Swee Lin Tan & Tarun Panwar & Stephen Wigley & Rajkishore Nayak, 2024. "Unraveling Green Marketing and Greenwashing: A Systematic Review in the Context of the Fashion and Textiles Industry," Sustainability, MDPI, vol. 16(7), pages 1-17, March.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:7:p:2738-:d:1364258
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    References listed on IDEAS

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    1. Rui Guo & Lan Tao & Caroline Bingxin Li & Tao Wang, 2017. "A Path Analysis of Greenwashing in a Trust Crisis Among Chinese Energy Companies: The Role of Brand Legitimacy and Brand Loyalty," Journal of Business Ethics, Springer, vol. 140(3), pages 523-536, February.
    2. Subhasis Ray & Lipsa Nayak, 2023. "Marketing Sustainable Fashion: Trends and Future Directions," Sustainability, MDPI, vol. 15(7), pages 1-28, April.
    3. David Moher & Alessandro Liberati & Jennifer Tetzlaff & Douglas G Altman & The PRISMA Group, 2009. "Preferred Reporting Items for Systematic Reviews and Meta-Analyses: The PRISMA Statement," PLOS Medicine, Public Library of Science, vol. 6(7), pages 1-6, July.
    4. Sewar Alkhatib & Petra Kecskés & Veronika Keller, 2023. "Green Marketing in the Digital Age: A Systematic Literature Review," Sustainability, MDPI, vol. 15(16), pages 1-16, August.
    5. Marta Pizzetti & Lucia Gatti & Peter Seele, 2021. "Firms Talk, Suppliers Walk: Analyzing the Locus of Greenwashing in the Blame Game and Introducing ‘Vicarious Greenwashing’," Journal of Business Ethics, Springer, vol. 170(1), pages 21-38, April.
    6. Iva Jestratijevic & Nancy A. Rudd & James Uanhoro, 2020. "Transparency of sustainability disclosures among luxury and mass-market fashion brands," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 11(2), pages 99-116, April.
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