Assessing the Impact of Greenwashing on Consumer Trust and Purchasing Behavior in the Fashion Industry

Raj Pirthvi (2025) Assessing the Impact of Greenwashing on Consumer Trust and Purchasing Behavior in the Fashion Industry. Menedzsment Kar (2025-)-.

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Absztrakt (kivonat)

Although greenwashing in the fashion industry has long plagued the industry, it has become a challenge in the marketing of fashion products. I explored how consumer awareness, skepticism, and sustainability certifications moderate the effect of greenwashing on consumer trust and purchasing behavior. A research survey of 120 people uncovered common greenwashing practices, such as vague claims, selective highlighting of eco-friendly measures, and misleading certifications, and their effects on consumer attitudes. The findings show that greenwashing is damaging trust, and most respondents were skeptical of sustainability claims made by fashion brands. Transparency and genuineness in sustainability and communication were found to be crucial for creating trusting environments, and credible third-party certifications, such as GOTS and/or Fair Trade, were viewed as means for overcoming skepticism. While the awareness rate is very high, I still see a significant gap between what consumers intend to do and what they actually do, with skepticism and risk perception as major barriers. This study extends the existing literature by incorporating behavioral theories and plugging in the psychological dimensions of greenwashing. It then offers practical recommendations for brands to implement transparent practices, for policymakers to create more stringent regulations, and for consumers to exercise critical thinking when they see claims of sustainability. The research emphasizes the importance of collaborative action in building trust and promoting sustainable consumption.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Menedzsment Kar (2025-)-

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Consumer behavior, divat, fashion, fenntarthatóság, fogyasztói magatartás, greenwashing, purchasing behavior, sustainability, vásárlói magatartás
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:08
Utolsó módosítás:	2026. Júl. 09. 11:08

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