Greenwashing has become fashion’s worst-kept secret, and new research from Torrens University Australia shows just how widespread and damaging it really is for consumers, brands, and the planet.
Most Shoppers Think Fashion Brands Mislead Them According to data cited in the Torrens University Australia article, 63% of consumers believe fashion brands make misleading environmental claims at least some of the time, and 29% think this happens regularly. The piece calls greenwashing “fashion’s dirtiest open secret,”
warning that sustainability has become a marketing tactic rather than a genuine commitment to change, especially in fast fashion.
The article also highlights work from the Changing Markets Foundation , which found that more than 60% of sustainability claims by major fashion brands are misleading or unsubstantiated, confirming that vague eco‑language and weak proof are now standard industry practice.
Together, these findings show why so many consumers feel confused and sceptical, even when they actively want to shop more sustainably.
What Greenwashing Looks Like In Fashion The Torrens University Australia piece defines greenwashing as exaggerating, fabricating, or misleading the public about environmental benefits, often using labels like “eco‑friendly” or “green” without data to back them up…
