ANNOUNCEMENTS
The fashion industry is witnessing a significant shift towards sustainability, in part because of consumer preferences for eco-friendly practices. However, there is a trend known as "greenwashing," where companies misrepresent themselves as being environmentally conscious. This study examines the opinions and actions of three important consumer groups—Millennials, Generation Z, and Generation Alpha—about greenwashing in the fashion business.
This study looks at how different generational cohorts behave and perceive sustainability in fashion using a comparative methodology. A mixed-methods approach using questionnaires and data gathering was used to look into their understanding of greenwashing, their ability to recognise dishonest business tactics, and their inclination to support really sustainable products.
Subtle differences between the three generations are seen in the data. Generation Z stands out for its environmental awareness and digital nativism, and they are aware of greenwashing tactics. They value transparency and sincerity, usually doing extensive research before making a purchase. Even though they have been more influenced by parental supervision and educational initiatives, the newest generation being studied, referred to as Generation Alpha, has a comparable awareness. Because they have witnessed the vocabulary surrounding sustainability evolve over time, millennials are more likely to be sceptical of claims made by brands.
Fashion companies should fight greenwashing from multiple angles.
Brands must demonstrate their commitment to sustainability with eco-friendly products, open supply chains, and ethical production practices—rather than just adopting platitudes. Furthermore, fostering dialogue and engagement with clients can boost their confidence and allegiance while decreasing the probability of encountering accusations of greenwashing.
Lastly, this survey makes clear how different age groups are driving change and how sustainability is evolving in the fashion industry. We can all collaborate to build a fashion ecosystem that is more transparent, ethical, and environmentally responsible if we have a better understanding of the viewpoints and behaviours of Generation Z, Alpha, and Millennials.
