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Bravo

The Prevalence and Impact of Greenwashing by Fast Fashion Brands in Asia

Shubhra Uniyal B_56

Anusheen Kharbanda B_10

Dev Pattanayak B_17
Saurabh Patil B_48
Shumaeila Ahmed_57

( sustainab* OR "green marketing" OR greenwash* ) AND ( "fast fashion" OR "ultra

fashion" OR "fashion industry" OR fashion ) AND brand* OR ( "regulatory framework" OR
regulation OR watchdog OR rule* OR law )

2144

2016-2024
1) What are the consequences of greenwashing by these major brands on consumer trust and
brand credibility within the fast fashion and ultra fast fashion industry?

2) How does green marketing impact consumer preferences ?

Author full names

Wibowo, Bagus Yunianto (58694048900); Widodo (56884472200); Wuryanti

(58693878500); Widiyanto (58694226700); Setyawan, Nanang Adie (58041031200)
Kumagai, Ken (57190382797); Nagasawa, Shin’ya (16039748600)

Srivastava, Shefali (57209966236); Dwivedi, Ashish (57208524270); Mangla, Sachin

Kumar (55735821600); Dey, Bidit L. (37009679300); Koufopoulos, Dimitrios N.
(8341885300)

Bandyopadhyay, Chinmoy (57204286524); Ray, Subhasis (22994305000)

Kapoor, Payal S. (57190985540); Tagore, Abhinav (58038360200); Dua, Sahil

(58038121200)
Shao, Peng (57193824323); Lassleben, Hermann (57202575505)

Fung, Yi-Ning (57212387580); Choi, Tsan-Ming (7202769936); Liu, Rong (55739649700)

Woodside, Arch G. (7006553735); Fine, Monica B. (57192193648)

Kong, Hyun Min (57186170800); Ko, Eunju (22957712500); Chae, Heeju (57186221500);
Mattila, Pekka (56147940500)
Chen, Lihong (57192609150); Haider, Muhammad Jamal (57190576669); He, Jingyu
(58809985100)

Taneja, Chhavi (58644293000); Kalra, Shveta (57980634200)

Nayak, Rajkishore (15136600000); Akbari, Mohammadreza (57197192528); Maleki Far,
Shaghayegh (57208227506)

Vladimirova, K. (57105371900); Henninger, C.E. (56707656600); Alosaimi, S.I.

(59158319000); Brydges, T. (57193852676); Choopani, H. (58524435800); Hanlon, M.
(57217107926); Iran, S. (57195739260); McCormick, H. (55040046000); Zhou, S.
(57208437862)

Evans, Susan (57193522630);

Chun, Eunha (57195721517); Joung,
Peirson-Smith, Anne (36651371300)
Heerim (57204575539); Lim, Young Ju
(58111546700); Ko, Eunju (22957712500)
Nguyen, Hoang Tien (57216737247); Le, Doan Minh Duc (57215724729); Ho, Thien
Thong Minh (57216747917);
Gosal, Geraldi Nguyen,Jaury,
Alvin (57280913000); Phuong Mai (57213830601)
Christine (58750235300); Jason, Stephanus
(58750010800); Ananda, Artha Sejati (57200689115)
Kaur, Harpreet (57202540699); Choudhary, Shruti (58951615700); Manoj, Adarsh
(58951122100); Tyagi, Muskan
Diaz-Bustamante-Ventisca, (58951122200)
Monica; Carcelen-Garcia, Sonia; Diaz-Soloaga, Paloma;
Kolotouchkina, Olga

Adamkiewicz, Julia; Kochanska, Ewa; Adamkiewicz, Iwona; Lukasik, Rafal M.

Policarpo, Manoela Costa; Apaolaza, Vanessa; Hartmann, Patrick; Paredes, Mario R.;
D'Souza, Clare
Sailer, Astrid; Wilfing, Harald; Straus, Eva

Lu, Xiaoqian; Sheng, Tong; Zhou, Xiaolan; Shen, Chaohai; Fang, Bingquan

Ende, L.; Reinhard, M. -A.; Goeritz, L.

Marko, Marianna; Kusa, Alena

Eppinger, Elisabeth

Yao, Lei ; Zhang, Jing

Neumann, Hannah L. ; Martinez, Luisa M. ; Martinez, Luis F.

Papasolomou, Ioanna ; Melanthiou, Yioula ; Tsamouridis, Anestis

Wren, Brianna

Lee, Sae Eun;Lee, Kyu-Hye

Rana, Seemab;Shafi, Fazilathunissa;Rasheed, Aimen;Malik, Muhammad Imran

Nagy-Kercsó, Katalin;Kontor, Enikő

Ballan, Barbara;Czarnezki, Jason J

Paduszyńska, Marta;Kozar, Łukasz Jarosław

Balińska, Agata;Jaska, Ewa;Werenowska, Agnieszka

Paulo Botelho Pires;Morais, Cláudia;Delgado, Catarina J M;José Duarte Santos

Adriana Lopes Vassalo;Célio Gonçalo Marques;Simões, João Tomaz;Fernandes, Maria
Manuela;Domingos, Susana

Margariti, Kostoula;Hatzithomas, Leonidas;Boutsouki, Christina

Badhwar, Aayushi;Islam, Saniyat;Lin Tan, Caroline Swee;Panwar, Tarun;Wigley,

Stephen;Nayak, Rajkishore

Lou, Xingqiu;Xu, Yingjiao

Bellostas, Ana;del Río, Cristina;González-Álvarez, Karen;López-Arceiz, Francisco J

Pham, Nguyen T;Lam, Tin

Hong, Yingxiu;Al Mamun, Abdullah;Yang, Qing;Masukujjaman, Mohammad

Jang, Jisu;Kang, Jiyun

Botea-Muntean, Denisa-Roxana;Constantinescu, Raluca

Prananingtyas, Paramita;Wulan, Retno Catur

Solihin, Felicia;Wardhana, Raden Wahyu Alibasya Wisnu;Tan, Suharno;Furinto,

Asnan;Tamara, Dewi

Mirbabaie, Milad;Marx, Julian;Lukas Erle

Sukla, Banishree;Krishanappa, Raghavendra;G, Nijaguna

Ende, L.;Reinhard, M.-A.;Göritz, L.

Marko, Marianna, PhD;Kusá, Alena, PhD

Pedersen, Esben Rahbek Gjerdrum;Andersen, Kirsti Reitan
 Database Name

SCOPUS

WOS

PROQUEST
Science Direct

Year of
Title Publication

The Sustainability of Lasem Batik in Terms of Green Marketing and

Brand Quality 2024
Effects of perceived luxury value and use of sustainable polyester on
brand trust, perceived quality risk, and consumers’ brand evaluation 2023

Mindfully fashioned: Sustaining style through product value retention 2024

Finding the Sweet Spot between Ethics and Aesthetics: A Social

Entrepreneurial Perspective to Sustainable Fashion Brand
(Juxta)Positioning 2020

Social Media Influencer Promoted Sustainable Fashion: Effects of

Sponsorship and Benefit Association 2023
Determinants of consumers’ willingness to participate in fast fashion
brands’ used clothes recycling plans in an omnichannel retail
environment 2021

Sustainable planning strategies in supply chain systems: proposal and

applications with a real case study in fashion 2020
Sustainable fashion themes in luxury brand storytelling: The
sustainability fashion research grid; [奢侈品品牌故事中的可持续时尚主题: 可持续时尚研究
网格] 2019

Understanding fashion consumers’ attitude and behavioral intention

toward sustainable fashion products: Focus on sustainable knowledge
sources and knowledge types 2016
Should “green information” be interactive? The influence of green
information presentation on consumers’ green participation behavior for
driving sustainable consumption of fashion brands 2024

Antecedents of Status Consumption of Fashion Brands–The Impact of

Sustainability in the Post-COVID Era 2024
Recent sustainable trends in Vietnam's fashion supply chain 2019

Exploring the influence of social media on sustainable fashion

consumption: A systematic literature review and future research agenda 2024

The sustainability word challenge: Exploring consumer interpretations of

frequently used words to
Business transparency andpromote sustainable
willingness fashion brand behaviors
to act environmentally conscious
and imagery
behavior: Applying the sustainable fashion evaluation system “Higg 2018
Index”
Enhancing sustainability in the contemporary model of CSR: a case of 2021
fast fashionConsumer
Perceived industry in developing
Values countries
of Green Packaging as Antecedents of 2020
Attitude Toward Fashion Brand 2024
Creating a sustainable future: insights into brand marketing in the luxury
fashion industryperception in Spanish fast-fashion brands' communication:
Greenwashing 2024
modelling sustainable behaviours and attitudes 2024

Greenwashing and sustainable fashion industry 2022

Social cynicism, greenwashing, and trust in green clothing brands 2023

Greenwashing and Bluewashing in Black Friday-Related Sustainable
Fashion Marketing on Instagram 2022

How Does Young Consumers' Greenwashing Perception Impact Their

Green Purchase Intention in the Fast Fashion Industry? An Analysis from
the Perspective of Perceived Risk Theory 2022

Detecting Greenwashing! The Influence of Product Colour and Product

Price on Consumers' Detection Accuracy of Faked Bio-fashion 2023
GREEN WASHING AND THE NATURE OF EDUCATION IN
RELATION TO CONSUMER TRUST IN FAST FASHION
MARKETING COMMUNICATION 2023

Recycling technologies for enabling sustainability transitions of the

fashion industry: status quo and avenues for increasing post-consumer
waste recycling 2022

Research on the Development Status and Strategy on Sustainable Fashion

of Fast Fashion Brands 2018

Sustainability efforts in the fast fashion industry: consumer perception,

trust and purchase intention 2021

The fast fashion vs environment debate: Consumers' level of awareness,

feelings, and behaviour towards sustainability within the fast-fashion
sector 2023
Sustainable supply chain management in the fast fashion Industry: A
comparative study of current efforts and best practices to address the
climate crisis 2022

Environmentally sustainable fashion and conspicuous behavior 2024

Online environmental platforms service and green consumer behavior

nexus: a multi-mediator study 2024

How Scholars Think about Greenwashing Over the Last Two Decades.
An Overview through a Bibliometric Analysis 2024
Disclosure, Greenwashing, and the Future of ESG Litigation 2024

Consumer Protection And Sustainable Development: Key Green

Research Areas 2024

The Importance of the Vinted Application in Popularizing Sustainable

Behavior among Representatives of Generation Z 2024

Sustainable Fashion: Conceptualization, Purchase Determinants, and

Willingness to Pay More 2024
Sustainability in the Fashion Industry in Relation to Consumption in a
Digital Age 2024

Elucidating the Gap between Green Attitudes, Intentions, and Behavior

through the Prism of Greenwashing Concerns 2024

Unraveling Green Marketing and Greenwashing: A Systematic Review in

the Context of the Fashion and Textiles Industry 2024

Consumption of Sustainable Denim Products: The Contribution of

Blockchain Certified Eco-Labels 2024
Innovations for sustainability in the roll-out of the Sustainable
Development Goals 2024

Trade-In Programs in the Fashion Industry: A Win-Win Sustainability

Strategy for Consumers and Brands 2024

Predicting sustainable fashion consumption intentions and practices 2024

CnSR: Exploring Consumer Social Responsibility Using Machine
Learning-Based Topic Modeling with Natural Language Processing 2024

GREENWASHING AND GREEN HUSHING. AN INTERNET OF

THINGS APPROACH TO SUCH STRATEGIES 2023

Sustainable fashion: to define, or not to define, that is not the question 2023
Regulation Urgency of the Misleading “Greenwashing” Marketing
Concept in Indonesia 2023

Tenant Satisfaction, Trust, Green Image as Mediation, and Greenwashing

Perception as Mediator of the Perceived Intention to Extend or Renew
Rent 2023

Digital Nudge Stacking and Backfiring: Understanding Sustainable E-

Commerce Purchase Decisions 2023
Demystify the Phenomenon of Greenwashing by Unveiling the Truth
Behind Eco-Friendly Claims in the Marketplace 2023

Detecting Greenwashing! The Influence of Product Colour and Product

Price on Consumers’ Detection Accuracy of Faked Bio-fashion: Journal
of Consumer Policy 2023

GREENWASHING AND THE NATURE OF EDUCATION IN

RELATION TO CONSUMER TRUST IN FAST FASHION
MARKETING COMMUNICATION 2023
Greenwashing: A Business Model Perspective 2023
 Nos of papers Post Filters Keywords used

( sustainab* OR "green marketing" OR

greenwash* ) AND ( "fast fashion" OR "ultra
fashion" OR "fashion industry" OR fashion )
AND brand* OR ( "regulatory framework" OR
1084 45 regulation OR watchdog OR rule* OR law )

16 6 Greenwashing by Fashion Brands

Greenwashing, Greenwash Sustainable, Fashion,

949 50 Textiles, Clothing
95 6 Greenwashing by Fashion Brands

Source title/ journal

name Volume Issue

Quality - Access to
Success 25 198
Journal of Global
Fashion Marketing 14 2

Journal of Retailing and

Consumer Services 81

Journal of Global
Marketing 33 5

Journal of Promotion
Management 29 4
Journal of Theoretical
and Applied Electronic
Commerce Research 16 7

Production Planning and

Control 31 12-Nov
Journal of Global
Fashion Marketing 10 2

Journal of Global
Fashion Marketing 7 2
Journal of Cleaner
Production 470

Indian Journal of
Marketing 54 3
Journal of Cleaner
Production 225

Journal of Global
Fashion Marketing 15 2

Journal
Journal of
of Fashion
Global
Marketing
Scholars ofand
Marketing
Management
Science: Bridging Asia 22 2
and theResponsibility
Social World 31 3
Journal
Quality - Access to 17 4
Success 25 199
INTERNATIONAL
JOURNAL OF
Cogent Business
FASHION DESIGNand
Management
TECHNOLOGY AND 11 1
EDUCATION

CURRENT OPINION
IN GREEN AND
SUSTAINABLE
CHEMISTRY 38

INTERNATIONAL
JOURNAL OF
CONSUMER STUDIES 47 5
SUSTAINABILITY 14 3

SUSTAINABILITY 14 20

JOURNAL OF
CONSUMER POLICY 46 2
COMMUNICATION
TODAY 14 1

SUSTAINABILITY-
SCIENCE PRACTICE
AND POLICY 18 1

PROCEEDINGS OF
THE 2018
INTERNATIONAL
CONFERENCE ON
ENERGY
DEVELOPMENT AND
ENVIRONMENTAL
PROTECTION (EDEP
2018) 174

SUSTAINABILITY
ACCOUNTING
MANAGEMENT AND
POLICY JOURNAL 12 3

JOURNAL OF
MARKETING
COMMUNICATIONS 29 2
CLEANER LOGISTICS
AND SUPPLY CHAIN 4

Humanities & Social

Sciences
Communications 11

Future Business Journal 10

Journal of Environmental
Management & Tourism 15
Washington and Lee
Law Review 81

Ekonomia i Prawo 23

Sustainability 16

Administrative Sciences 14
Sustainability 16

Sustainability 16

Sustainability 16

Journal of Theoretical
and Applied Electronic
Commerce Research 19
Cuadernos de Gestión 24

Journal of Strategic
Innovation and
Sustainability 19

Scientific Reports
(Nature Publisher
Group) 14
Sustainability 16

Romanian Economic and

Business Review 18

Sustainability : Science,
Practice, & Policy 19
IOP Conference Series.
Earth and Environmental
Science 1270

Australasian Accounting
Business & Finance
Journal 17

Pacific Asia Journal of

the Association for
Information Systems 15
AAYAM : AKGIM
Journal of Management 13

Journal of Consumer
Policy 46

Communication Today 14
Journal of Business
Models 11
Cited by DOI Link Abstract

0 10.47750/QAS/25.198.31 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85176543828&doi=10
Lasem Written Batik is an Indonesian
 10.1080/20932685.2022.208
4 5594 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85147985182&doi=10
The study examines consumers’ brand e

10.1016/
1 j.jretconser.2024.103992 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198926323&doi=10
In the ever-evolving landscape of fa

10.1080/08911762.2020.177
16 2935 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85086269459&doi=10
Eco-fashion brands strive to strike a

10.1080/10496491.2022.216
6 3034 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85145319529&doi=10
Increasing pro-sustainability concern
18 10.3390/jtaer16070181 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85121311657&doi=10
Omnichannel retailing and sustainabil

10.1080/09537287.2019.169
31 5913 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85076527884&doi=10
Pollution generated by the fashion in
 10.1080/20932685.2019.157
48 3699 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85062895614&doi=10
“Sustainable fashion”, also known as

10.1080/20932685.2015.113
82 1435 https://www.scopus.com/inward/record.uri?eid=2-s2.0-84961250893&doi=10
Companies in the fashion industry rec
 10.1016/
0 j.jclepro.2024.143329 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85200947179&doi=10
Consumers use social platforms to co

10.17010/ijom/2024/v54/
0 i3/171933 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85188922072&doi=10
Purpose: The present study developed
 10.1016/
88 j.jclepro.2019.03.239 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85064149249&doi=10
The integration of sustainable practi

10.1080/20932685.2023.223
10 7978 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85166951503&doi=10
Growing in popularity, social media a

10.1108/JFMM-10-2017-
42 0103
10.1080/21639159.2021.190 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85045468756&doi=10
Purpose: The purpose of this paper i
14 4784 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85148552418&doi=10
The authors conducted a survey of 12
28 10.1108/SRJ-03-2019-0108 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85084447634&doi=10
Purpose: This study aims to point out
0 10.47750/QAS/25.199.32 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85178885857&doi=10
The purpose of this paper is to provi
 10.1080/23311975.2024.232
0 8391
10.1080/17543266.2024.234 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85188450987&doi=10
This paper aims to develop a conceptu
55 3934 http://dx.doi.org/10.1080/17543266.2024.2343934
While sustainability topics are gaini

10.1016/
53 j.cogsc.2022.100710 http://dx.doi.org/10.1016/j.cogsc.2022.100710
The fashion industry is now in the ey

117 10.1111/ijcs.12971 http://dx.doi.org/10.1111/ijcs.12971

This research develops a theoretical
102 10.3390/su14031494 http://dx.doi.org/10.3390/su14031494
Growing awareness of the fashion ind

69 10.3390/su142013473 http://dx.doi.org/10.3390/su142013473
The fast fashion industry is critici

10.1007/s10603-023-09537-
150 8 http://dx.doi.org/10.1007/s10603-023-09537-8
While there exists recent research ab
 10.34135/
communicationtoday.2023.
17 Vol.14.No.1.6 http://dx.doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.6
The fashion industry has long been k

10.1080/15487733.2022.202
71 7122 http://dx.doi.org/10.1080/15487733.2022.2027122
A major environmental issue of the ri

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With the acceleration of people's pac

10.1108/SAMPJ-11-2019-
46 0405 https://www.webofscience.com/wos/woscc/full-record/WOS:00055828640000
Purpose This study aims to test for f

10.1080/13527266.2022.215
7 4059 https://www.webofscience.com/wos/woscc/full-record/WOS:00125068650000
The aim of this study is to investiga
 10.1016/
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In 2018, the fashion sector was respo

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This study examines the impact of co

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Green purchase behavior in Pakistan

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Bibliometric analysis is a widely rec
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The Environmental, Social, and Govern

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Motivation: Consumers are an importan

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Changes in the fashion market (mainly

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The concept of sustainable fashion is
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This study addresses the challenges f

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Recent advancements in research on g

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Greenwashing is a prevalent issue in

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Consumers’ growing interest in the en
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Companies have been adapting their st

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The fashion industry is renowned for

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The fashion industry has a significan
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This study delves into Consumer Soci

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The global discourse on the concept

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Fashion’s unsustainability needs tran
10.1088/1755-
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Greenwashing is a term that refers t

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This research aimed to observe the in

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Background: The consumption of ‘fast
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The growing awareness of environment

10.1007/s10603-023-09537-
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While there exists recent research ab

https://www.proquest.com/scholarly-journals/greenwashing-nature-education-
The fashion industry has long been k
10.54337/ibm.v11i2.7352 https://www.proquest.com/scholarly-journals/greenwashing-business-model-p
Is greenwashing a business model? The
 Document
Author Keywords Index Keywords Type Source

Brand Quality; Consumer

Behavior; Green Marketing;
Purchase Decision;
Sustainability Article SCOPUS
bottle recycling; brand trust;
luxury; perceived risk;
sustainability Article SCOPUS

artificial neural network;

Artificial neural networks; clothing industry;
Brand loyalty; Product value strategic approach;
retention; Structural equation sustainability; sustainable
modeling; Sustainability; development; theoretical
Sustainable consumption study Article SCOPUS

brand positioning;
responsible consumption;
social enterprise marketing;
Sustainable fashion Article SCOPUS

benefit-association; message
appeal; message authenticity;
Social media influencer;
sponsorship status;
sustainability communication;
sustainable fashion Article SCOPUS
Fast fashion; Omnichannel
retailing; Sustainability; Used
clothes recycling;
Willingness to participate in
used clothes recycling plans Article SCOPUS

Behavioral research;
Decision making;
Decision theory; Digital
storage; Strategic
planning; Sustainable
development; Fashion
case study; fashion company; companies; Operations
operations management management; Sustainable
theories; sustainable planning planning; Sustainable
strategy; Sustainable supply supply chains; Triple
chain management; triple Bottom Line; Supply
bottom line chain management Article SCOPUS
Eco fashion; luxury brand;
research grid; social
responsibility; sustainable
fashion Article SCOPUS

corporate marketing
information; fashion
consumer; knowledge types;
Sustainable fashion;
sustainable knowledge
sources Article SCOPUS
 Classification (of
information); Sustainable
development; Action
classifications;
Community action; Green
brand emotion; Green
brand perception; Green
information presentation;
Green participation
behavior; Information
Green brand emotions; Green community; Information
brand perceptions; Green presentation; Information-
information presentation; community-action
Green participation Behavior; classification; Sustainable
Information-Community- consumption; Consumer
action classification behavior Article SCOPUS

brand preference; consumer

marketing; consumer
research; differentiation;
fashion; marketing strategy Article SCOPUS
 Classification (of
information); Developing
countries; Environmental
impact; Outsourcing;
Renewable energy
resources; Supply chain
management; Textiles;
Economic sustainability;
Emerging economies;
Environmental pollutions;
Sustainable materials;
Emerging economy; Fashion Sustainable practices;
sustainability; Sustainable Sustainable supply chains;
supply chain management; Third party logistics; Viet
Textiles and garment; Third- Nam; Sustainable
party logistics; Vietnam development Article SCOPUS

fashion industry; Influence;

influencer; social media;
sustainable fashion
consumption Article SCOPUS

Business transparency;
environmental concern;
Eco-fashion; Fashion
sustainable fashion;
consumption; Green-
sustainable knowledge;
marketing;
willingnessSustainability;
to act
Sustainability
environmentallybranding
conscious Article SCOPUS
behavior Article SCOPUS
Review SCOPUS
Article SCOPUS
attitude; Brand Management;
branding; Consumer
Behaviour; fashion industry;
luxury; Marketing; purchase
intention; Relationship
Marketing; Sales; Sharma
Nitika, International
Management Institute–New
Delhi, India; Sustainability; Greenwashing; fast
Sustainability; sustainability fashion; consumer
challenges; sustainable
Greenwashing; luxury behaviour;
fast fashion;
fashion
consumer behaviour; communication; Article SCOPUS
communication; sustainability sustainability Article Web of Science

Greenwashing; Design for Greenwashing; Design for

circularity; Bluewashing; circularity; Bluewashing;
Ethics Fast fashion; Circular Ethics Fast fashion;
economy Circular economy Article Web of Science

brand trust; conspicuous

brand trust; conspicuous consumption;
consumption; greenwashing; greenwashing; social
social cynicism; sustainable cynicism; sustainable
fashion fashion Article Web of Science
 sustainability; marketing;
sustainability; marketing; greenwashing;
greenwashing; bluewashing; bluewashing; sustainable
sustainable fashion; social fashion; social media
media advertising; Black advertising; Black Friday;
Friday; consumer evaluation; consumer evaluation;
green involvement; ad green involvement; ad
skepticism skepticism Article Web of Science

greenwashing;
greenwashing; sustainability; sustainability; fast
fast fashion; perceived risk; fashion; perceived risk;
green purchase intention; green purchase intention;
impulsive buying; consumer impulsive buying;
behavior consumer behavior Article Web of Science

Greenwashing detection; Greenwashing detection;

Visual product cues; Match Visual product cues;
fit bias; Consumer Match fit bias; Consumer
classification judgment classification judgment
behaviour; Eco fashion; behaviour; Eco fashion;
Consumer experience Consumer experience Article Web of Science
education; fast fashion; education; fast fashion;
greenwashing; marketing greenwashing; marketing
communication; communication;
sustainability; trust sustainability; trust Article Web of Science

Apparel; garment; recycling; Apparel; garment;

sustainability; textile; used recycling; sustainability;
clothes textile; used clothes Article Web of Science

Sustainable fashion;fast
fashion;sustainable
development Article Web of Science

Corporate social
responsibility;Sustainability;F
ashion
marketing;Environmentally
conscious consumer
behaviour Article Web of Science

Sustainability;fast
fashion;sustainable
consumption;purchase
behaviour;consumer
knowledge Article Web of Science
Sustainability;Sustainable supply chain management;Fashion
Article Web of Science

Sustainability , Fashion ,
Sustainable fashion , ProQuest Central,
Conspicuous consumption , Publicly Available
Word-of-mouth marketing Journal Article Content Database

Consumer behaviour , Theory ProQuest Central,

of planned behavior , Publicly Available
Impulsivity Journal Article Content Database

Journal Article ProQuest Central

 Journal Article ProQuest Central

competition protection , green

consumer , green economy , ProQuest Central,
green products and services , Publicly Available
sustainable development Journal Article Content Database

Vinted mobile application ,

sustainable behavior ,
Generation Z , ProQuest Central,
dissemination , clothing Publicly Available
market Journal Article Content Database

sustainable fashion ,
sustainable fashion price ,
willingness to pay more ,
purchase intention , consumer ProQuest Central,
knowledge , environmental Publicly Available
beliefs Journal Article Content Database
consumer , circular
economy , digital age , ProQuest Central,
fashion industry , Publicly Available
sustainability Journal Article Content Database

greenwashing , green ProQuest Central,

purchases , theory of planned Publicly Available
behavior Journal Article Content Database

greenwashing , Prisma ,
Green marketing ,
Sustainable consumption ,
Preferred Reporting Items for
Systematic Reviews and
Meta-Analyses , Fashion ,
Greenwashing , green
marketing , circular
economy , sustainability ,
fashion and textile industry , ProQuest Central,
supply chain , consumption Publicly Available
chain Journal Article Content Database

sustainability , Blockchain ,
Conjoint analysis ,
Sustainable fashion ,
Consumer behaviour ,
Consumption , denim ,
blockchain technology , eco-
label , sustainable
consumption , conjoint ProQuest Central,
analysis , product attribute , Publicly Available
purchase intention Journal Article Content Database
Sustainable Development
Goals , Organizational
performance , Sustainable ProQuest Central,
development , Legitimacy , Publicly Available
Sustainability Journal Article Content Database

Fashion , Sustainability ,
Brand Journal Article ProQuest Central

Fashion , Sustainable ProQuest Central,

fashion , Norm , Publicly Available
Consumption Journal Article Content Database
consumer social
responsibility , Topic model ,
Natural language processing ,
Machine learning , Fashion ,
fashion , sustainable
consumption , machine
learning , natural language
processing , latent Dirichlet ProQuest Central,
allocation , topic modeling , Publicly Available
textual data , Python Journal Article Content Database

Green , Digital electronics ,

Greenwashing , Sustainability Journal Article ProQuest Central

Sustainability , Fashion ,
Sustainability , Sustainable
fashion , Definition , fashion ,
social-ecological system , ProQuest Central,
transdisciplinarity , critical Publicly Available
realism , feminist perspective Journal Article Content Database
Greenwashing , Marketing ,
Consumer protection ,
Indonesia , Customer
relationship management ,
Environmentalism , Green
marketing , Greenwashing , ProQuest Central,
marketing , misleading , eco- Publicly Available
label Journal Article Content Database

ProQuest Central,
Publicly Available
Journal Article Content Database

Journal Article ProQuest Central

Marketplace ,
Environmentalism , Green
marketing , Greenwashing Journal Article ProQuest Central

Greenwashing detection ,
Price , Color ,
Greenwashing , Visual
product cues , Match fit bias ,
Consumer classification
judgment behaviour , Eco
fashion , Consumer
experience Journal Article ProQuest Central

Marketing , Marketing
communications , Sustainable
fashion , Green marketing ,
Fashion , Neuromarketing ,
Environmental education Journal Article ProQuest Central
Business model , Stakeholder
engagement , Value ProQuest Central,
proposition , Greenwashing , Publicly Available
Business Journal Article Content Database
 Shumaeila Dev Pattanayak
Decision (Y/N) Comments Decision (Y/N)

The study emphasizes the significance of green

marketing and brand quality in influencing
consumer behavior and purchase decisions,
which are critical for the survival and continued
relevance of Lasem Batik in the competitive
Y fashion industry.
 This abstract presents a study that explores the
intersection of sustainability and brand
evaluation, particularly focusing on how the
introduction of sustainable polyester, derived
from new bottle recycling technology, affects
Y consumer perceptions in the fashion sector.

The study emphasizing on the strategic

approaches to enhance sustainability, consumer
awareness, and circular initiatives in the
Y industry Y

The study emphasizes on balance between

sustainabilitty and fashion related aspects and
Y relationship between them. Y
Y

N
 Y

This research abstract highlights a critical issue

in fashion brand communications: the
ineffective use of green terminology aimed at
promoting sustainable consumption. By
examining user perceptions through surveys
and ethnographic interviews, the study finds
that many consumers struggle to understand
and engage with the sustainability messages
conveyed by fashion brands. The findings
suggest that the current approach to
communicating sustainability is leading to
confusion and frustration rather than fostering
Y This research
positive explores
consumer how different
behavior and brand loyalty.
dimensions of perceived value in green
packaging influence consumer attitudes towards Y
fashion brands, with a focus on the Indonesian Y
Y market
 This research abstract addresses a significant
issue at the intersection of sustainable fashion
and consumer behavior during Black Friday, a
major sales event. The study sheds light on how
sustainable fashion brands navigate the tension
between maintaining their eco-friendly image
and participating in consumer-driven sales
events like Black Friday. By identifying the use
of greenwashing and bluewashing strategies,
the research critically examines the authenticity
Y of brands' sustainability claims. Y

This research abstract addresses the critical

issue of greenwashing in the fast fashion
industry, particularly in the context of mainland
China. It highlights the growing consumer
awareness of sustainability and the adverse
effects of greenwashing on consumer behavior,
especially on green purchase intentions. The
study provides valuable insights into how
perceived risks, such as financial and green
risks, mediate the relationship between
greenwashing perceptions and purchase
Y intentions Y

Y
Y

Y
 N

This study explores the influence of

conspicuous consumption on environmentally
sustainable fashion brands (ESFBs),
highlighting how different forms of
conspicuousness affect word-of-mouth (WOM)
marketing for these brands. It introduces the
concept of brand–self-connection as a
moderating factor and provides insights into
how environmental beliefs and norms mediate
the relationship between conspicuous
N consumption and WOM marketing.

This study investigates how Online

Environmental Platforms (OEPs) influence
green purchase behaviors among customers
intending to buy green energy products in
Pakistan. It highlights the significant role of
OEPs in shaping consumers' ecological
shopping inclinations and attitudes towards
N green products.

The highlights the growing significance of

greenwashing within sustainability discourse,
with a strong focus on corporate social
responsibility, environmental concerns, and
Y related issues in social and natural sciences.
 This article examines the expansion of ESG
disclosure practices and the accompanying rise
in litigation risks associated with
N "greenwashing"

This abstract underscores the growing interest

in consumer attitudes and behaviors concerning
green products and services, emphasizing the
need for effective consumer protection against
misleading greenwashing practices. The
research aims to identify key areas of study
related to consumer protection within the
context of sustainable development, based on a
Y structured literature review.

Y
 This review addresses the issue of
greenwashing in the fashion and textile
industry, highlighting how the sector's practices
mislead consumers about the environmental
and social impacts of their products. The review
underscores the significant role of
greenwashing in perpetuating the industry's
environmental problems and emphasizes the
need for greater transparency and consumer
education to counteract misleading green
Y marketing claims.

Y
 This research investigates the growing trend of
circular economy models in the fashion
industry, specifically focusing on trade-in
programs for used garments. It examines
consumer perceptions of these programs and
their potential as a strategic tool for enhancing
brand trust and brand image among younger
N consumers, such as Gen Z and Millennials.
 This research abstract addresses the issue of
greenwashing, where companies falsely market
themselves as environmentally friendly without
substantial actions to back up their claims. It
contrasts the regulatory approaches of
Indonesia and the United States in tackling
greenwashing. While Indonesia lacks specific
regulations on greenwashing, it utilizes
consumer protection, broadcasting, and
environmental laws, alongside an eco-label
Y system, to address related concerns.

Y
Y
 Saurabh Patil
Comments Decision (Y/N) Comments
Focuses on multidimensional
aspects of sustainable fashion
and harmonious coexistence
between style and
sustainability

Talks about sustainability and

product functionality-related
aspects are dealt with while
positioning a fashion brand

The abstract focuses on the

effectiveness of social media
influencer (SMI) posts in
promoting sustainable
fashion brands, specifically
comparing the influence of
sponsored versus non-
sponsored posts. The study
investigates how the
authenticity and
persuasiveness of these posts
affect consumer behavior
and intention to purchase
Y sustainable fashion products.
 The abstract focuses on the
intersection of omnichannel
retailing and sustainability
within the fast fashion
industry, specifically
investigating the factors that
influence consumers'
willingness to participate in
used clothes recycling
programs offered by fast
fashion brands in an
omnichannel retail
Y environment.

The abstract focuses on the

critical issue of sustainability
within the fashion industry's
supply chain. It emphasizes
the growing concern over the
pollution generated by the
fashion industry, which has
led to increased scrutiny of
companies' sustainability
practices. The paper aims to
examine how fashion
companies can develop
successful sustainable
planning strategies across the
Y entire supply chain.
 Focuses on the concept and
significance of
sustainable/eco-fashion, as
part of a broader movement
towards maintaining
Focuses on eco-fashion and environmental and social
maintaining environmental responsibility in the fashion
and social responsibility Y industry.

The abstract emphasizes the

importance of sustainable
knowledge in the fashion
The journal focuses on industry and highlights the
sustainable knowledge in need for brands to effectively
marketing strategies over communicate this knowledge
sustainable fashion products Y to consumers.
Implores into the sustainable
products in fashion industry

How consumers can be

engaged in sustainable fashion
products

Focuses on need for

transparent
Focuses on evaluation systems
CSR activities by
the fast fashion brands
 The abstract focuses on
developing a conceptual
framework that identifies and
elucidates the factors
influencing sustainable
luxury brand marketing, with
a specific emphasis on the
luxury fashion industry. The
study aims to provide a
deeper understanding of how
luxury fashion brands can
integrate sustainability into
their marketing strategies,
promoting economic, social,
and environmental
Y sustainability.
Identifies greenwashing and
bluewashing strategies to
examine brands sustainability
claims

Implores into the consumers

perception of greenwashing in
the fast fashion industry

The abstract focuses on the

phenomenon of
greenwashing in the context
of fashion products,
specifically investigating
greenwashed product cues fit how certain product cues—
to the mental representation of such as color and price—can
the corresponding category- influence consumers' ability
prototype of bio (or non-bio) to detect whether a product is
products, the more likely genuinely eco-friendly (bio)
consumers classify the or falsely marketed as such
product to that category Y (faked bio).
 The study emphasizes the
importance of environmental
education as a key factor in
Introduction of sustainable helping consumers properly
fashion products and how they assess marketing messages
impact consumers Y and avoid being misled.

Addresses the environmental

challenge posed by the rise
in garment production,
examines the chances and which has led to a significant
challenges of scaling increase in textile waste. It
recycling technologies for examines the potential of
textiles and considers the recycling technologies as a
collection and sorting solution for the sustainability
processes as well as the actual transition within the fashion
reuse Y industry.

Sustainblitiy in fast fashion

brands by introduction of
sustainable products

perceptions of social
responsibility directly affect
consumers' attitudes towards
these fashion brands, as well
as trust and perceived
consumer effectivenes

Facilitaes the shift towards

sustainable products
This article focuses more on
sustainable supply chain
management
 The paper highlights the
potential for greenwashing to
deceive both consumers and
investors, leading to legal
actions based on false ESG
disclosures in advertising,
securities filings, or other
Y public statements.

determinants of the purchase

intention of sustainable
fashion, and the relationship
between price and the
purchase of sustainable
fashion
 The study aims to understand
the relationships between
environmental concern,
consumer awareness, and
adaptation to digital
advancements, and how
these factors influence the
intention to purchase
Y sustainable fashion.

The study investigates the

factors contributing to the
attitude-behavior gap of
consumers, with a particular
focus on the role of
Y greenwashing concerns.

Sustainability in fast fashion

 It differentiates between
companies that genuinely
invest in sustainability
innovations and those that
engage in greenwashing to
Y maintain profits.
 The abstract compares
Indonesia's legal framework
with that of the United
States, highlighting the FTC
Green Guides as a model for
Y regulating greenwashing.

it examines the roles of

tenant satisfaction, green
awareness, trust, green
image, and perceptions of
greenwashing in shaping
lease extension intentions.
The study seeks to explore
influence of tenant how these factors interact,
satisfaction, green awareness, particularly through the
and trust through green image mediation of green image
mediation, and moderation by and the moderation by
greenwashing perception greenwashing perceptions, to
perceived intention to extend influence tenants' decisions
or renew rent Y regarding lease renewals.

The abstract focuses on the

use of digital nudging as a
strategy to influence
consumer behavior towards
Consumption of fast fashion more sustainable purchase
that is leading to climate decisions in the context of
change Y green fashion e-commerce.
 The abstract centers on the
investigation of
greenwashing, a deceptive
marketing practice where
companies falsely or
exaggeratedly claim their
products or services are
environmentally friendly.
The study seeks to expose
the truth behind eco-friendly
claims in the marketplace by
employing a
multidisciplinary approach
that integrates marketing,
ethics, and environmental
Y science.

The abstract focuses on

investigating how consumers
detect greenwashing based
on product cues such as color
and price in the context of
Y fashion products.

The abstract notes the

potential for deception, as
fast fashion brands may use
sustainable collections and
green marketing primarily to
achieve business goals rather
than genuine environmental
Y progress.
Adresses greenwashing as a
business model
Anusheen Kharbanda Shubhra Uniyal
Decision (Y/N) Comments Decision (Y/N)

N
Y

Y
 This abstract is not relevant to the topic, as it
focuses on consumer behavior towards
recycling in the fast fashion industry, rather
than on greenwashing practices by fashion
N brands. Y

This abstract primarily discusses strategies for

improving sustainability in the fashion supply
chain, using Nike as a case study. While it
addresses sustainability practices, it does not
focus on the deceptive marketing practices that
characterize greenwashing. The abstract does
not examine how brands may falsely present
their environmental efforts to appear more
N sustainable than they are. Y
Y

Y
 This abstract discusses how fashion brands
communicate green messages and influence
consumer behavior towards sustainable
consumption. Understanding how brands
present green information and the impact on
consumer perceptions can provide insights into
Y potential greenwashing tactics. Y

This abstract examines how consumer

emphasis on sustainability is influencing
fashion brand consumption. It highlights a shift
toward sustainable practices in the luxury
market, which can offer insights into how
brands might engage in greenwashing to
appear more environmentally friendly in
Y response to consumer demand. Y
 Y

This abstract discusses how fashion brands use

the "Higg Index" to increase transparency,
which can influence consumer perceptions of
environmental
This abstract
This responsibility
abstract investigates
discusses thehow
roleand
oftrust.
the This is
perceived
directly
values related
sustainability
of green to
and greenwashing,
CSR in the
packaging as brands
fast fashion
influence consumer
might leverage
industry. It transparency
addresses how CSRtools to
modelsappear
attitudes towards fashion brands, particularly can
more sustainable without necessarily making Y
improve
in transparency
the Indonesian andItauthenticity
market. focuses on in the
Y substantial
industry, which
consumer environmental
is crucial
perceptions efforts.
andfor understanding
attitudes rather than Y
Y and mitigating greenwashing.
on deceptive sustainability practices or Y
N greenwashing by fashion brands. Y
 This article discusses sustainable marketing
practices in the luxury fashion industry.
Understanding how luxury brands market their
sustainability efforts can provide
This abstract specifically examines insights into
consumer
the broader practices of the fashion
perceptions of greenwashing in the industry,
including potential
sustainability greenwashing
communications tactics. The
of fast-fashion
study’s focus on the promotion
brands, highlighting how misleadingof
sustainability might
claimshelp identify
affect gapsattitudes
consumer where
luxury
and brands could
behaviors.It alsomislead
exploresconsumers
how about
Y their environmental and social impact.
greenwashing perceptions are influenced by Y
Y the use of influencers and brand websites. Y

This abstract addresses how greenwashing

practices in the fashion industry can undermine
efforts toward sustainability and circular
economy goals. The paper also discusses the
importance of abandoning greenwashing to
regain consumer trust and provides insights
into the risks associated with misleading
Y marketing strategies. Y

This abstract explores the relationship between

social cynicism and trust in green clothing
brands, highlighting how perceived
Y greenwashing negatively impacts brand trust. Y
Y

Y
Y

Y
 This abstract critically analyzes how fast
fashion brands implement sustainable supply
chain management (SSCM) and identifies
shortcomings in their sustainability initiatives.
It highlights how brands with strong
sustainability messaging may still fail to
engage effectively with all stakeholders or
address core environmental issues, potentially
using greenwashing as a tactic to give the
appearance of environmental responsibility
Y without making substantial changes. Y

This study explores how conspicuous

consumption affects consumer behavior
toward environmentally sustainable fashion
brands (ESFBs) and investigates the role of
brand-self connection and environmental
norms in shaping word-of-mouth marketing.
The study’s focus on the impact of
conspicuousness and consumer behavior sheds
light on how these factors may intersect with
greenwashing practices, particularly in how
consumers perceive and talk about sustainable
Y fashion brands. Y

Y
 Y

This abstract explores how the Vinted mobile

application influences sustainable consumer
behavior among Generation Z, which ties into
understanding how consumers engage with
sustainability in the fashion market. By
analyzing app features and their impact on
promoting sustainable practices, it provides
Y insights into consumer attitudes. Y

This abstract investigates the determinants of

purchase intention for sustainable fashion,
focusing on factors such as consumer
knowledge, environmental beliefs, and price
willingness. This aligns with understanding
consumer behavior in relation to sustainable
fashion and provides insights into the factors
Y influencing the market. Y
 The study's focus on sustainability challenges
and consumer awareness in the fashion
industry provides context for understanding
greenwashing, as it highlights the difficulties
brands face in transitioning to genuine
Y sustainability. Y

This study is relevant as it explores how

greenwashing concerns impact the relationship
between consumer attitudes and their actual
purchase behavior. It highlights the gap
between positive attitudes towards green
initiatives and actual green purchases, directly
addressing the effect of greenwashing on
Y consumer behavior. Y

This abstract examines both the practices and

impacts on consumers. It highlights how
companies may misrepresent their
environmental efforts and the need for
Y transparency and consumer education. Y

Y
 Y

It investigates factors influencing sustainable

fashion consumption, which ties into
greenwashing by addressing consumer
behavior towards sustainability claims. The
study’s focus on values, attitudes, and norms
provides insight into how consumers perceive
Y and react to greenwashing practices. Y
 Y

This paper addresses the rising trend of

greenwashing and green hushing in response to
increasing global environmental concerns. It
explores the deceptive practices companies use
to appear environmentally responsible and
evaluates the costs associated with genuine
Y sustainability efforts versus greenwashing. Y

The paper examines the challenge of defining

"sustainable fashion" within the context of its
increasing unsustainability. It highlights the
problem caused by the lack of a clear
definition, arguing that this ambiguity allows
the fashion industry to evade meaningful
N progress. Y
Y

Y
Y

Y
 The paper tells about greenwashing through
the lens of business model thinking, proposing
that greenwashing can be understood as a
deliberate disconnect between an
organization's value proposition and its actual
business architecture. By framing
greenwashing as a business model issue, the
paper suggests that greenwashing arises when
companies fail to align their promises with
Y their business practices. Y
 Comments Methodology

Only limited to the Lasem

Written Batik.
Aseess the effect of use of
sustainable polyester in
perceived quality risk toward a
product, and the impact of
percieved luxary value, and
luxary brand being uniquely
positioned to introduce new 440 samples collected in Japan, structural equation
sustainable industry products modeling

The methodology section of a study that integrates

Structural Equation Modeling (SEM) and Artificial
Neural Network (ANN) approaches to explore
sustainability in the fashion industry would involve
several key steps

qualitative, case study approach

Influence of sponsored versus non-sponsored social

media influencer (SMI) posts in promoting sustainable
fashion brands was investigated in this study. The
moderation of the benefit association (self vs. other-
oriented) of the SMI-generated sustainable fashion
brand-related post was investigated in this research.
Three studies were conducted. Study 1 was an
exploratory social media field study, and Studies 2 and 3
were experimental.
The methodology involves developing a conceptual
model based on findings from previous research, which
is then tested using data collected through an online
survey of Chinese fast fashion consumers. The survey
gathers information on various factors, including
individual consumer characteristics (environmental
attitudes, consumer satisfaction), organizational factors
constitutive of omnichannel retailing (perceived channel
integration), and their interplay (brand identification,
impulsive consumption). The model is analyzed to
determine the impact of these factors on consumers'
intentions to participate in recycling programs within an
omnichannel environment.

The methodology of the study includes several key

components:

Theoretical Analysis: The research is grounded in

institutional theory and resource-based theory, which are
used to analyze the external pressures and internal
motivations that compel fashion companies to adopt
sustainable planning strategies.
Stakeholder Identification: The study identifies core
stakeholders related to the sustainable planning strategy
within the fashion supply chain.
Decision-Making Theory: The paper proposes how
decision-making theory can be applied to develop a
sustainable supply chain management mechanism.
Framework Development: The researchers establish a
sustainable planning strategy framework to guide fashion
companies in their sustainability efforts.
Case Study: A case study of Nike is conducted using
public data to explore the application of the proposed
framework in a real-world context. The case study
examines how Nike's strategic planning on sustainability
impacts stakeholders across the supply chain.
The methodology used in this paper includes a
conceptual and operational definition of sustainable
fashion, followed by the creation and application of the
"Sustainability Fashion Research Grid." This grid is used
as a tool to categorize, describe, and evaluate various
studies in sustainable fashion. The research grid focuses
on seven specific issues related to fashion sustainability:
equity, authenticity, functionality, pollution audit,
worker audit, society/environmental damage, and
governance audit. The paper also includes case-based
dynamic studies, storytelling self-reports, and mixed
methods of data collection, including direct observation
and self-report surveys.

The study utilizes a quantitative research approach

involving an online survey conducted with 245 fashion
consumers in South Korea. The primary goal is to
investigate the influence of different sustainable
knowledge sources (public education, peer influence, and
corporate marketing information) on various types of
sustainable knowledge (declarative, procedural,
effectiveness, and social knowledge). The study also
examines how these knowledge types affect consumer
attitudes and behavioral intentions toward sustainable
fashion products. Data analysis is performed using SPSS
and AMOS programs, with structural equation modeling
(SEM) and confirmatory factor analysis (CFA) applied
to test the proposed hypotheses.
Use social platforms to
communicate and share green
information. relationship-
building and behavior-guiding
green messages presented by
fashion brands can influence
consumers' green participation
behavior directly or indirectly
through stimulating consumers'
internal cognition and emotion
have a greater impact on
consumers' green involvement
behavior than green brand
perceptions, and consumers with
high green involvement are Structural equation model based on the SOR theoretical
more willing to learn about model and cognitive-emotional system theory (CAPS),
green information presented by and which empirically tested and verified with 477 valid
fashion brands. responses.

Six consumption values and traits (i.e. the need for

materialism, uniqueness, self-esteem, public
luxury market is shifting toward selfconsciousness, social norms, and social media
a more sustainable paradigm as a influence) were identified as critical factors based on a
key differentiator for luxury narrative literature review (NLR) of the status and
brands. sustainable consumption habits.
Use of sustainable supply chain
management and ethical
practices in vietnamese textile systematic, multi-step approach to gather and analyze
industry relevant information

Use of sustainable fashion

discourse on social media to
influence customer choices structured, systematic literature review

Effectiveness and outcomes of

fashion brand marketing
communications and findings
provide insights into the
confusion of understanding and
the rise in frustration among
targeted fashion shoppers 18-35
years, despite the use of
frequently used words in brand
communications to promote
sustainable fashion consumption Survey, sampling, ethnographic interviews and data
behaviors. analysis
Survey of 120 South Korean consumers
Literature review, Databases: ProQuest, ScienceDirect
Data collection, data analysis and variables
 The methodology involves several key components:

Literature Review: A thorough review of existing

literature is conducted to derive the theoretical
framework that underpins the study.
Systematic Mapping Approach: The research employs a
systematic mapping approach to organize and analyze
the relevant literature, ensuring a comprehensive
understanding of the factors affecting sustainable luxury
brand marketing.
Conceptual Framework Development: Based on the
literature review and mapping, a conceptual framework
is developed to explain the factors influencing
sustainable marketing strategies in the luxury fashion
industry.
Perception of greenwashing Practical Applicability Assessment: The relevance and
increases when fast fashion applicability of the conceptual framework are examined
brands carry out advertising within the context of the luxury fashion market,
campaigns or disseminate their An gathering empirical
analysis evidenceontofive
was conducted support the framework's
fast-fashion leading
sustainability content through practical use.
brands, based on a non-experimental cross-sectional
influencers or on their websites. analytical design and using an online survey.

Extent greenwashing may

jeopar-dize the fashion industry This study provides guides for fashion brands about the
in addressing challenges related risks and gains related to the greenwashing practices and
to the implementation of more sustain-able fashion industry.This study sketches also
sustainable circular economy in future research opportunities in more sustainable holistic
the context of designing with approach of a prod-ucts' life cycle and how this can be
intention of recycle, reduction of translated into clear, transparent, or reliable certification
by-products, lower energy schemes to prevent the misleading and dishonest
consumption, and wise purchase marketing strategies helping the consumers to make a
habits. responsible choice.

Effect of social cynicism as a

personality trait on trust in green
clothing brands affected green
brand trust negatively and that
this effect can be explained by We conducted an online survey of a representative
an increase in perceived Australian sample to test the effect of social cynicism as
greenwashing. a personality trait on trust in green clothing brands.
Quantitative and Qualitative Content Analysis and
Online Survey and Stepwise Multiple Regression
Analysis

Quantitative research approach using 433 valid

questionnaires

Experimental studies-
Participants: Female consumers.
Experiments: Two studies manipulating product color
and price.
Tasks: Classification of fashion products as bio or faked
bio.
Analysis: Examined classification accuracy, confidence,
and the impact of ecological experience.
 Neuromarketing research-
Participants: Informed and uninformed consumers from
Generations Y and Z.
Focus: Examining customer loyalty to fast fashion
brands' marketing communication.

Case studies and expert interviews-

Analysis of obstacles and opportunities for scaling textile
recycling technologies and assessing the industry's role
in fostering sustainability.

Adopts case study method to compare and analyze the

characteristics of further development of fast fashion
brands under the general background of sustainable
development, putting forward relevant strategies and
measures for the sustainable development of fast fashion
brands to further facilitate the sustainable development
of fashion brands, which can advance the long-term
development of fast fashion brands, boost fast fashion
Use of sustainability by fast brands and develop fast fashion economy in a healthier
fashion brands and more benign way.

This study intends to shed light

on the key elements that shape
consumers' attitudes and
willingness to purchase green An online survey was conducted with an internationally
apparel. diverse sample of 216 consumers.

The descriptive analysis of data collected from 97

the level of knowledge consumers reveals that although most consumers claim
(cognition), attitudes, and to be knowledgeable about sustainability-related issues,
behaviour of customers toward they lack precise and accurate knowledge on aspects
sustainability issues in the linked to the sustainable supply chain, including fabric,
context of fast fashion. materials, recycling, or re-use of fashion items.
 Comparative analysis of SSCM, Review of sustainability
reports of H&M and Everlane, Assessment of industry
practices

Structural equation modeling, 237 valid questionnaires

Examine the effect of Online

Environmental Platforms
Service on green purchase
behaviors of customers who The data from a sample of 301 customers were gathered
intend to buy green energy using a closed-ended questionnaire. The customers aged
products. between 30 and 50 years were considered for the study.

The study's primary purpose is to deploy the bibliometric

method to analyze greenwashing literature from 2003 to
2023 using the Web of Science Core Collection and
VOSviewer software to identify and visualize the
Greenwashing and its evolution intellectual landscape of the field.
 Legal analysis of existing laws and regulations, case
studies of litigation, and examination of the evolving
legal landscape regarding ESG disclosures and
greenwashing.

Structured Literature Review, Classic Literature Review,

Queries

The main aim of this study was to identify the features of

the useful Vinted mobile application in terms of
promoting socially and environmentally sustainable
behaviors of Generation Z on the clothing market. At the
stage of collecting research material, the desk research
and CAWI (computer-assisted web interview) methods
Young consumers, who are the were used, and the analysis included, among others,
recipients of most fast fashion measures of descriptive statistics, a customer satisfaction
campaigns, and thanks to new index (CSI) and a Mann–Whitney Z test. The research
media (including mobile was carried out at the turn of 2022/23. The responses of
applications), their sustainable 370 respondents using the Vinted application were
behavior can be shaped. There is qualified for analysis. A convenient selection of the
a difference between the CSI research sample was used. The link to the survey was
value in the group of women and shared through online channels, including social media.
men. The snowball method was used to obtain respondents.

Questionnaire survey, PLS-SEM, linear regression, t-

tests
 The methodology is based on existing studies in the
field, allowing the researchers to address the
investigation question and reflect on potential solutions
to the identified challenges.

An integrated framework of the theory of planned

behavior (TPB) and green purchase behavior (GPB) is
used to explore the relationships between attitudes,
intentions, and behaviors.
An online survey was conducted with 364 participants.
The study analyzes the mediating role of purchase
intentions and the moderating effect of greenwashing
concerns on the relationship between attitudes and green
purchase behavior.

Systematic Review, Literature Search,Analysis

This research investigates the

trade-offs consumers make when
purchasing sustainable denim
jeans and the impact of
sociodemographic factors on involves a quantitative approach, specifically employing
their decision-making process, conjoint analysis, to investigate the trade-offs consumers
especially eco-labeling. make when purchasing sustainable denim jeans.
Shows the trend in companies
towards commitment to
sustainable development from Testing two working hypotheses to analyze the
2016 onwards coinciding with interaction between sustainability commitment,
UNO's inclusion of sustainable innovations for sustainability, and organizational
development goals. performance.

Some companies have recently

adopted the circular economy
model, which introduces used
clothes in good condition back
into the cycle through trade-in
programs. Giving used garments
a second life helps reduce the
company's carbon footprint and
waste. It also provides Examine how companies can leverage these programs as
consumers with an of ordable a powerful strategic tool to build brand trust and brand
and sustainable option, which is eject among younger generations (such as Gen Z and
consistent with the growing Millennials). This research draws upon different
trend of eco-conscious literature streams on signaling theory, brand trust, and
consumerism. brand effect.

Investigate the factors

influencing sustainable fashion
consumption behavior (SCB)
among Chinese adults,
specifically the role of values,
attitudes, and norms in shaping quantitative research approach to investigate the factors
such behavior, using the value- influencing sustainable fashion consumption behavior (SCB)
belief-norm framework. among Chinese adults
Consumer Social Responsibility
(CnSR) within the fashion
industry. The acquisition stage
highlighted various ethical and
sustainable considerations in
purchasing and decision making.
During the utilization phase,
topics concerning sustainable
and responsible product usage,
environmentally conscious
practices, and emotional
sentiments emerged. The combines machine learning techniques with natural language
processing (NLP) to explore Consumer Social Responsibility
disposal stage identified a range (CnSR) in the fashion industry. The approach is designed to
of environmentally and socially analyze consumer behavior across three key stages:
responsible disposal practices. acquisition, utilization, and disposal

Relevant though not specific to

qualitative approach that emphasizes analytical exploration
fashion industry, it gives a to investigate the real costs and implications of
detailed information on greenwashing, green hushing, and the efforts to genuinely
greenwashing and its evolution. become green.

A critical systems approach that

includes fashion’s social (non-
material) and ecological combines a social-ecological system perspective with a
(material) aspects. feminist critical realist framework.
Comparative Analysis, Legal Review, Guideline
Examination, System Analysis

Surveys conducted with 229 tenants who have rented for

at least one year in the shopping mall.

Between-subject online experiment with 320

participants, divided into four groups (default nudge,
social norm nudge, combination of both, no nudge).
10 qualitative interviews to explore deeper insights into
consumers' decision-making processes.
Statistical analysis of the experiment’s results and
explorative analysis of potential backfire effects,
complemented by qualitative insights.
 This research employs a multidisciplinary approach,
encompassing marketing, ethics, and environmental
science, to explore the complex landscape of
Greenwashing, a deceptive greenwashing. Through in-depth analysis, it is aimed to
marketing practice, involves empower consumers with the knowledge and tools to
misleading consumers with false discern genuine eco-friendly products from deceptive
or exaggerated environmental marketing strategies. An attempt has been made to
sustainability claims. These discuss the importance of transparency, independent
practices undermine both certifications, and scrutinizing product claims.
consumer trust and authentic Furthermore, we provide case studies and real-world
sustainabilty initiatives. examples to illustrate.

Hypothesized: The more the product cues fit to the

mental representation of the corresponding category-
prototype of bio (or non-bio) products, the more likely
consumers classify the product to that category, are
confident with the classification-decision and actually
get deceived. In two studies, female consumers were
asked to classify actual bio and actual non-bio fashion
products from online shops as bio or faked bio. The bio-
Influence of colour of product, typicality of the colour of the product (Studies 1 and 2)
its percieved link to sustainable and the price-level of the product (Study 1) were
colours and a high price systematically varied.

Environmental education as a
key determinant is the way to
eliminate deception and properly
assess messages by consumers. Neuromarketing research
Conceptual Analysis. Literature Review
Tentative Theme Final Theme
Recycling, Luxary, Brand
Perception Luxury

Sustainable fashion through

mindfulness, value retention, and
circular practices. Circular Economy

Balancing sustainability and fashion

appeal in brand positioning
strategies. Brand Positioning

Green marketing sponsorships,

Influencer Marketing, Social Media Social Media Marketing
Consumer Environmental Attitudes
Consumer Satisfaction
Omnichannel Retailing
Brand Identification Consumer Behaviour
Impulsive Consumption

Sustainability in Fashion Supply

Chains
Institutional and Resource-Based
Theories
Stakeholder Impact
Decision-Making in Sustainable
Planning Supply Chain Management
Strategic Planning Framework
Sustainable Fashion Thinking
Ethical and Responsible Production
Consumer Behavior
Pollution Audits
Worker Audits
Governance Sustainability Legal

Public Education as a Knowledge

Source
Peer Influence
Corporate Marketing Information
Types of Sustainable Knowledge Customer Behaviour
Consumer Attitudes and Behavioral
Intentions
Green brand emotions; Green brand
perceptions Consumer Behaviour

Brand prefrence, Luxary Luxury

Sustainable practices in fashion
supply chain amid global pressures. Supply Chain Management

Social media's role in influencing

sustainable fashion consumption. Social Media Marketing

Evaluating the Effectiveness of

Green
Use of Terminology in for
the Higg Index Fashion
Brand Communications
transparency, Consumer perceptions Green Technology
Impact of Perceived Values in
of sustainability
CSR models,
Green Sustainability
Packaging on FashioninBrand
fast Consumer Behaviour
fashion
Attitude Among Indonesian CSR
Consumers Consumer Behaviour
Sustainable Luxury Brand
Marketing
Economic, Social, and
Environmental Sustainability
Consumer Behavior in Sustainable
Luxury
Theoretical Framework for
Sustainability
Industry and Academic Implications Luxury
Greenwashing, Fast Fashion Consumer Perception

Circular Economy, Sustainable

choice, Consumer Choice Circular Economy

social cynicism, trust, greenwashing Green Technology

 exploration of marketing strategies
(greenwashing and bluewashing)
employed by sustainable fashion
brands during Black Friday and how
these strategies influence consumer
perceptions. Consumer Perception

Exploring the impact of consumers'

perception of greenwashing on their
green purchase intentions in the fast
fashion industry Consumer Perception

Greenwashing in Fashion
Consumer Decision-Making
The Role of Product Cues
Consumer Confidence in
Classification
Regulation and Consumer
Protection Legal
Greenwashing in Fast Fashion
Role of Environmental Education
Generational Impact Environmental Education
Neuromarketing Insights

Challenges in Textile Recycling

Role of Industry Structures and
Business Models
Critique of Greenwashing
Sustainability in Fashion Greenwashing

Sustainable Fashion. Fast Fashion Greenwashing

Consumer Trust and Purchase

intention towards Green Apparel Consumer Behaviour

Sustainable consumption;purchase
behaviour Consumer Behaviour
Effectiveness of sustainability
initiatives, Weaknesses in SSCM
practices Greenwashing

Impact of conspicuous
consumption, Brand-self connection Consumer Behaviour

Green purchase behaviour Consumer Behaviour

Greenwashing Greenwashing
Legal Framework for Greenwashing
Evolution of Greenwashing
Litigation
Synergy Between Consumer and
Securities Litigation Legal

Analyzing how consumer protection

is addressed in the context of
greenwashing and sustainable
development Legal

Gen Z Consumer Behaviour Gen Z

Purchase Intention, Determinants of

Sustainable Fashion Consumer Behavior
Challenges in Sustainable Fashion
Consumer Awareness and Behavior
Impact of Digital Evolution Circular Economy

Attitude-Behavior Gap in Green

Purchasing
Role of Greenwashing Concerns
Theory of Planned Behavior Greenwashing

The prevalence and impact of

greenwashing practices within the
fashion industry Greenwashing

Greenwashing
Motivations for Aligning with
SDGs
Impact of Sustainability Innovations
Greenwashing vs. Genuine
Commitment CSR

Circular Economy, Gen Z Gen Z

Factors influencing sustainable

fashion consumption behavior
Consumer Behaviour
CSR

Greenwashing

CSR
Issue of greenwashing, comparing
regulatory frameworks and
enforcement mechanisms in
Indonesia and the United States to
address misleading environmental
claims by companies. Legal

Tenant Satisfaction and Trust

Green Awareness and Green Image Greenwashing
Greenwashing Perception

Effectiveness of Digital Nudging

High vs. Low-Involvement Products
Consumer Decision-Making Consumer Behaviour
Greenwashing Phenomenon
Consumer Empowerment
Role of Transparency and
Certification Greenwashing

Greenwashing, Customer Perception Customer Behaviour

Greenwashing in Fast Fashion

Role of Environmental Education Greenwashing
Generational Differences
Examination of greenwashing
through business model thinking Greenwashing