Greenwashing in the Fashion Industry

Effects on Consumer Trust and Behaviour

Abstract

The growing prominence of sustainability in the fashion industry has led brands to make increasing use of environmental claims in their marketing communications. At the same time, concerns regarding greenwashing have intensified, raising questions about its consequences for consumer trust and behaviour. This study examines the main contributions of recent research on greenwashing in the fashion sector, focusing on its effects on consumer trust, scepticism, brand attitudes, and purchase intentions. A literature review based on a structured search and screening process across the Scopus and Web of Science databases was conducted using twelve peer-reviewed articles. The selected studies encompass a range of methodological approaches and cultural settings, including Europe, Asia, the Middle East, and Oceania. The findings consistently indicate that perceived discrepancies between environmental claims and actual corporate practices undermine brand credibility, increase consumer scepticism, and reduce purchase intentions. The literature also highlights the role of green communication, social media, and digital marketing in shaping perceptions of authenticity and greenwashing. Sustainable communication appears to strengthen consumer trust when supported by transparent and verifiable practices; however, misleading environmental claims tend to damage long-term consumer–brand relationships. The review further identifies research gaps concerning longitudinal analyses, cross-cultural comparisons, and the influence of emerging digital channels on consumer responses to greenwashing. By synthesising recent evidence, this study clarifies the mechanisms through which greenwashing affects consumer behaviour in the fashion industry and underscores the importance of consistency and transparency in sustainability communication.