Sustainability and Social Responsibility

   Consumer Opinions On Fashion Greenwashing: Insights From Reddit Discussions

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Abstract

Greenwashing, the phenomenon of companies misleading consumers about the sustainability of their products, processes, or progress toward sustainability goals, is prevalent in the fashion industry. This study explores consumer opinions on fashion greenwashing through analysis of Reddit discussion. Cognitive dissonance theory served as the theoretical framework, explaining how consumers reconcile conflicting information about brands’ sustainability claims. Data were collected from 446 comments on 12 Reddit posts using the search term “fashion greenwashing.” Latent Dirichlet Allocation (LDA) algorithm and manual review identified three major themes: awareness of greenwashing tactics, consumer empowerment in sustainable fashion, and skepticism towards fast fashion brands’ marketing strategies. Findings revealed that consumers are increasingly aware of brands’ deceptive practices, advocating for sustainable practices, and utilizing third-party organizations to guide their choices. This study underscored consumers’ growing consumer awareness and proactive stance towards sustainability, emphasizing the need for fashion brands to provide transparent and authentic information. 

Keywords: Fashion Greenwashing, Consumer Opinion, Cognitive Dissonance, Social Media

How to Cite:

Li, M., Cavender, R. & Lee, M., (2025) “   Consumer Opinions On Fashion Greenwashing: Insights From Reddit Discussions”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18558