Fashion’s “Green Turn”: Is Sustainable Fashion a Genuine Revolution or a Marketing Gimmick?
Abstract
In the midst of ongoing global environmental challenges and the widespread emphasis on consumer culture, this paper examines the detailed complexities and often conflicting ideas surrounding sustainable fashion. It starts by clearly explaining what sustainable fashion is and exploring its different aspects, including how it impacts the environment, society, and the economy. Through in-depth comparative case studies of Patagonia and H&M, the research analyzes the fundamental strategic differences in how brands implement sustainability initiatives, examining both substantive commitments and superficial marketing approaches. The study takes a closer look at the ongoing disconnect between consumers’ increasing awareness of environmental issues and their real-world purchasing choices, emphasizing the main obstacles that prevent more sustainable consumption habits. The paper offers an in-depth analysis of the widespread issue of greenwashing within the fashion industry. It presents compelling evidence to show that while sustainable fashion has real potential to drive meaningful change, it is also often exploited as a marketing tool for profit. This research brings together insights from brands, consumers, and regulators to provide a comprehensive, real-world view of the green transformation happening across the global fashion industry. It aims to deepen understanding both academically and practically, supporting the development and application of sustainability initiatives within the field.
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