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

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.