In this project, I analyze representative samples from three different fashion brands’ sustainability-related informational materials provided to the public through their websites, annual reports, and clothing tags that promote the company’s environmental initiatives. The three companies were chosen because they each represent global fashion- they are all extremely large, popular, and prevalent brands. These materials are evaluated against three frameworks for identifying deceptive greenwashing claims. I identify instances in which these frameworks are successful in categorizing deceptive claims from these companies as well as instances in which they appear to be vulnerable. To address the vulnerabilities I discover in the three existing frameworks for identifying greenwashing, I propose six new guidelines to be used in conjunction with these frameworks that will help to ensure that consumers can have a more ample toolbox to identify deceptive sustainability claims.

This study explored the consumer response and behavioral patterns in relation to sustainability marketing on food packaging. Following a global trend towards sustainability, there has been a recent explosion in the amount of sustainability labels consumers can find on product packaging, though it is not necessarily an indicator of growth of sustainable products in terms of market share. Many marketing factors, such as, price or quality, can influence dietary decisions individuals are making for their households. In the same way, labels that advertise qualities, including ethical production or minimal environmental impact may persuade consumers to buy a product, regardless of whether or not certifications are accurate. The question arises whether individuals are more likely to buy a product that has a sustainability label. More specifically, does this still hold, even if they do not know what that label actually represents? During this study, a variety of household shoppers were surveyed to gather data on consumer awareness, intentions, and overall attitudes towards the credibility and importance of these labels.

This paper examines how marketing has been used as a tool to promote awareness among consumers about environmental issues and to encourage them to make sustainable choices. Marketing campaigns have been instrumental in the widespread adoption of sustainable practices such as recycling, second-hand shopping, and reducing personal waste. As consumers become more conscious of their choices, companies use green marketing to capitalize on these social trends. While many companies do have the intent to sell a truly sustainable product to fulfill customer needs, others simply use the label to profit, without putting forth a sustainable product. This practice is referred to as “greenwashing.” The Federal Trade Commission (FTC) has put forth regulatory guidelines to combat this issue, but does not seem to have the necessary resources to penalize companies who do not follow the regulations. In fact, there are many guidelines that are optional for companies to follow, but not mandatory, making it difficult to spot false claims. We conducted two surveys of over 300 college students to assess their perceptions of sustainability and how it influences their everyday choices. We asked questions about perceived sustainability of various brands, some of which with known sustainability campaigns, and others without. We found that many students hold similar perceptions of sustainability and saw interesting trends in how sustainability affects their day-to-day purchase habits.