Category | Assignment | Subject | Marketing |
---|---|---|---|
University | University of Greenwich | Module Title | RESE1073 Research Methods |
RESE1073 Greenwashing practice can be described as a false promotion of the products of an organisation by implementing misleading ways of advertising with the sole aim of creating a false impression among the customers regarding the sustainability of the product proving it beneficial for the environment (Seele, and Gatti, 2017). Greenwashing practices are acting as a danger for fast fashion brands, obstructing them from implementing a sustainable circular economy in their management strategies, remarkably reducing their intention of recycling and less energy consumption. Zara has planned to introduce eco-friendly approaches by including 100% sustainable linen and polyester by 2025 but this plan of the company has been challenged by multiple accusations of implementing greenwashing practices. chase is affordability and restricted access towards more sustainable brands (Sinisalo, 2020). The negative impact of greenwashing on the brand reputation of fast fashion brands subsequently influences the perception of the customer towards the fast fashion brand. This is followed by a description of CSR challenges along with the impact of greenwashing on customer buying behaviour highlighting the concept of greenwashing in the overall fast fashion industry.
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