Fast fashion's eco-image: what if customers recognize it as greenwashing? Exploring attitude towards sustainability and greenwashing perception

Abstract

Under the strong impact of social media, consumers are more and more aware of the negative impact of the fast fashion industry on the environment. As a result, fast fashion brands are increasingly focusing on promoting their sustainability through green campaigns such as recycling or using natural materials for their products. That creates a sustainable "wave" that major global fast fashion brands are racing to execute. But among the marketing campaigns aiming to capture consumers' attention, if consumers discover fast fashion brands merely proclaiming sustainability without actually implementing it, what would happen? This study examines the influence of corporate social responsibility (CSR) strategies on consumer attitudes, thereby affecting their buying intention. Our study also hypothesizes that in the process of consumer intention to purchase, if they find these environmental CSR strategies to be "Greenwashing" leading to their perceived betrayal, how will the effect be to purchase intention. Based on Psychological Contract Theory and Theory of Reasonable Action (TRA), this study constructs a model in an attempt to demonstrate the influence of environmental CSR on consumer attitudes towards sustainability of fast fashion products and, more importantly, consumers’ greenwashing perception influences their purchasing intention. An online survey was conducted with a sample of 385 consumers and regression analysis was performed using SPSS 26.0 to test the hypothesis. The results show that consumer attitudes positively influences their purchase intention. However, consumers' Greenwashing perception and Perceived betrayal did not have the expected negative impact on purchase intentions. This study therefore provides theoretical and practical implications for monitoring CSR initiatives from the customer's point of view