ЗЕЛЕНИ ДУМИ, ЗЛАТНИ ПЕЧАЛБИ: ГРИЙНУОШИНГЪТ В ЛУКСОЗНАТА МОДНА ИНДУСТРИЯ
GREEN WORDS, GOLDEN PROFITS: GREENWASHING IN THE LUXURY FASHION INDUSTRY

Author(s): Preslava Stoyanova
Subject(s): Economy, Business Economy / Management, Business Ethics, Green Transformation
Published by: Икономически университет - Варна
Keywords: luxury fashion; sustainability; greenwashing
Summary/Abstract: Sustainability is becoming an increasingly important factor in consumer decision-making, prompting luxury fashion brands to adapt their practices. At the same time, the phenomenon of greenwashing—deliberately misleading marketing without genuine sustainable action—is on the rise. This study explores the theoretical framework of sustainable fashion and greenwashing, analyzing specific examples from the industry. Its aim is to assess the impact on brand trust, the role of regulations, and possible directions for future development.

• Details
• Contents