Cut through the greenwash: strategies for authentic sustainability in fashion

Perceived greenwashing refers to consumers’ ability to identify deceptive green marketing practices in product advertisements. This study explores how perceived greenwashing impacts consumers’ willingness to pay for fashion products. Using a qualitative approach and cross-case analysis, we evaluated data from approximately 2,500 Gen Z and Millennial respondents in 2023, including both Italians and expats living in Italy. Our findings reveal that consumers’ perception of greenwashing significantly influences their behavior and willingness to pay. To address this, we propose a managerial tool to assist brands in crafting credible sustainability claims, mitigating greenwashing risks, and reinforcing authentic sustainability messages.