What is Greenwashing in Fashion & Is it That Bad?

Like a mirage in the desert, greenwashing may appear real, but it’s far from it!

Environmental awareness is becoming increasingly important to consumers in today’s world. This has resulted in fashion brands feeling pressure to appear more eco-friendly. The rise of eco-conscious consumers has also led to the rise of greenwashing in the fashion industry.

What exactly is greenwashing, and why is it so problematic?

Simply put, greenwashing is the act of making false or misleading environmental, sustainable, or ethical claims. This occurs when a fashion brand claims to be eco-friendly, but in reality, their products and practices aren’t.

Misleading consumers is one of the main problems with greenwashing. By purchasing a “green” product, consumers may believe they are making a more sustainable choice, when in fact, the product may be no more sustainable than its conventional counterpart.

In addition, greenwashing undermines the credibility of genuine green products. The difficulty of distinguishing between real and fake environmental claims increases when consumers are bombarded with false claims.

Further details on how to identify greenwashing in fashion, as well as alternatives, will be discussed in the following sections of this article.

In the meantime, however, it is clear that greenwashing in fashion is more than a marketing strategy. It is a serious problem.

Psychology of Greenwashing & Why It Works


As we’ve established, greenwashing in fashion can mislead consumers and undermine legitimate sustainable fashion initiatives. Yet have you ever wondered why consumers are so susceptible to greenwashing?

Emotional Appeal

Ultimately, it’s all about EMOTIONAL APPEAL. Humans have a natural desire to feel good about the things they buy, and green products tap into that desire.

Using buzzwords like “organic” or “natural” can also create the appearance of eco-friendliness without providing any actual information about the product’s impact.

Social Media Marketing & FOMO

The rise of social media and influencer marketing has exacerbated the problem. In the age of sponsored posts and product placement, it can be difficult to tell the difference between genuine endorsements and cleverly disguised advertising.

We should also not forget about the FOMO (fear of missing out) that social media often creates, making “green” products even more tempting.

We should be aware of these psychological triggers as consumers and avoid being swayed by emotional appeals and buzzwords.

Greenwashing in The Supply Chain

Fashion greenwashing extends beyond the products we see on the shelf to the supply chain as well.

Fast fashion contributes significantly to hidden environmental and social impacts of fashion production.

The goal of fast fashion is to keep up with the latest trends by using cheap, disposable clothing. However, this overproduction also contributes to environmental degradation and worker exploitation in developing countries, as well as flooding the market with cheap, unsustainable products.

To make matters worse, greenwashing often conceals these negative impacts from consumers.

To combat greenwashing, fashion supply chains must be transparent and traceable. It is much less likely for a brand to engage in greenwashing if it can demonstrate the environmental and social impacts of its production practices.

Our role as consumers is to support brands that are transparent and traceable in their supply chains. Most sustainable brands nowadays are making huge efforts into being as transparent as possible with their supply chain and manufacturing practices.

The next part of the article will discuss how to identify greenwashing in fashion, alternatives to it, and how to be a conscious consumer.

How to Spot Greenwashing in Fashion & Shop Sustainably

Fashion greenwashing can be difficult to detect, but here are some techniques that can help:

  • You should be skeptical of claims that seem too good to be true. Look for specific metrics, such as how much carbon dioxide or water is saved, instead of grand claims like using 100% organic cotton.
  • Keep an eye out for buzzwords and vague language. It is possible for a manufacturer to use terms such as “eco-friendly” or “sustainably made” to make a product sound more environmentally friendly without actually providing any information about it.
  • Make sure you do your own research. Make sure you check the brand’s sustainability policies and practices, as well as third-party certifications, including:

To separate the green from the washing, be skeptical and do your own research.

NOTE: Furthermore, these certifications and certification bodies are usually the most trustworthy when it comes to sustainability in clothing. However, there are a lot more out there. BE CAREFUL of trusting every certification though, because there have been numerous of cases where companies will create fictitious certifications in order to further deceive consumers.


Fashion greenwashing is a serious problem, but there are alternatives. Consumers have the power to support and drive change in the fashion industry by supporting brands that are truly committed to sustainability and ethical practices. It is possible to ensure our purchases align with our values and contribute to a more sustainable fashion industry by looking for certifications such as GOTS, OCS, Fairtrade, Bluesign, GRS, and RWS and supporting brands that prioritize transparency and traceability in their supply chain.

Investing in high-quality, long-lasting clothing instead of cheap, disposable fast fashion is another way to make a positive impact. In addition to reducing waste, this also supports brands that value quality and durability over trends.

In addition to avoiding greenwashing, conscious consumers can also actively seek out and support sustainable and ethical fashion brands.

Taking this step can be a small step towards a more sustainable future. As a result, we feel good about our clothes when they align with our values.




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