
Cut Through the Greenwashing. Strategies for Authentic Sustainability in Fashion
Introduction Growing environmental awareness among consumers is driving higher demand for eco-friendly (green) products (Pimonenko et al., 2020; Zhang and Sun, 2021; Zhang et al., 2024). These goods, which aim to enhance quality of life, require rigorous, continuous assessments (Baines et al., 2013). Green manufacturing techniques are considered a promising way to improve the environmental impact of production (Nukmana et al., 2017). But customers’ willingness to pay a premium for eco-labeled goods has led some companies to make false claims in order to gain a competitive advantage, a practice ...