• Ms. Chetna Patiyal
• Dr. Rajdeep Singh Khanuja
• Dr. Sakshi

Sustainability has become a powerful selling point in the fashion industry, as environmentally and ethically conscious consumers increasingly demand transparency and accountability from the brands they support. In response, many fashion companies have adopted sustainability-oriented marketing strategies. However, the proliferation of vague, misleading, or unsubstantiated claims—commonly known as greenwashing—poses a serious threat to consumer trust and undermines genuine efforts toward sustainable development. This paper explores the prevalence and characteristics of greenwashing in the fashion sector by analyzing marketing materials, brand websites, and public sustainability reports of selected fast fashion and luxury brands. The research also incorporates consumer surveys and interviews to assess public awareness of greenwashing and its impact on purchasing behavior. The findings reveal that greenwashing is not only widespread but often strategically crafted to exploit regulatory gaps and consumer goodwill, using terms like “eco-friendly,” “sustainable,” or “conscious” without clear definitions or verifiable data. The paper differentiates between types of greenwashing—such as hidden trade-offs, lack of proof, vagueness, and irrelevance—and highlights how these tactics contribute to a distorted public perception of a brand’s environmental responsibility. Ultimately, the study calls for stricter regulations, third-party certifications, and enhanced consumer education to combat greenwashing and promote authentic sustainability in fashion marketing.

Greenwashing, Sustainable fashion, Consumer trust, Third-party certifications

"Marketing Sustainability in the Fashion Industry: Authenticity or Greenwashing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 6, page no.i744-i749, June-2025, Available :http://www.jetir.org/papers/JETIR2506886.pdf

"Marketing Sustainability in the Fashion Industry: Authenticity or Greenwashing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 6, page no. ppi744-i749, June-2025, Available at : http://www.jetir.org/papers/JETIR2506886.pdf