Dissertation on greenwashing



As my dissertation I wrote about Greenwashing in the fashion industry. With the following, I intend to stir the pot of a well-known and widely discussed topic: sustainability. Bringing together ingredients as the fashion industry, greenwashing, consumerism and commercial gain.

My goal was to give you tools and provide knowledge which will help you in identifying an unsustainable practice and understand what drives companies to resort to greenwashing.

To clarify and ease your reading of this piece, what follows is a short definition of terms and phrases – just to make sure we’re on the same page.

For the definition of sustainability, I prefer to go old-school and bring back the bible of environmental concerns ‘Our Common Future’ and use the original definition, which I believe still has a lot of truth to it:

”Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.” 

When mentioning greenwashing I refer to Ethical Consumers definition of the term, as I agree with this notion of it:

”Greenwashing is used to describe the practice of companies launching adverts, campaigns, products etc. under the pretence that they are environmentally beneficial, often in contradiction to their environmental and sustainability record in general.” 

Fast Fashion described from ‘Good on you’ is defined as the following:

”Fast fashion can be defined as cheap, trendy clothing, that samples ideas from the catwalk or celebrity culture and turns them into garments in high street stores at breakneck speed.”



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