Greenwashing in the Fashion Industry: Regulatory and Ethical Perspectives

Abstract

Greenwashing has emerged as a critical concern in the fashion industry as brands increasingly promote sustainability narratives to meet rising consumer demand for ethical and environmentally responsible products. While many companies have adopted genuine sustainability initiatives, others have been accused of exaggerating or misrepresenting their environmental commitments through vague claims, selective disclosure, or misleading labeling practices. This phenomenon undermines consumer trust, distorts market competition, and weakens broader efforts toward sustainable transformation. greenwashing in the fashion industry from both regulatory and ethical perspectives. It analyzes common practices such as ambiguous eco-terminology, limited-scope “conscious collections,” and unverifiable carbon neutrality claims. The paper evaluates existing legal frameworks governing environmental marketing, including consumer protection laws, advertising standards, and emerging disclosure regulations aimed at improving transparency. Differences in regulatory enforcement across jurisdictions are highlighted as key factors influencing accountability.