Organizations devote considerable resources and effort to Corporate Social Responsibility programs to achieve positive results. Policy makers and marketing practitioners alike are indisputably interested in environmental considerations because consumers are becoming increasingly aware of how their purchasing and consumption behaviors impact the environment, as well as the increasing media scrutiny of businesses for integrating social responsibility into their business strategies. However, many firms fail to meet sustainability expectations despite increased pressure to address environmental issues.
Greenwashing refers to fabricating green claims to project a positive public image. It refers to the concept of ‘whitewashing’, in which deceptions and malpractices are concealed to present a clean image to consumers. Although greenwashing practices are well documented, little is known about firms using these strategies in the Middle East, especially the United Arab Emirates, where the Green Economy Initiative is part of the UAE’s vision for a sustainable future.
By examining consumer perceptions of green claims of two major fast fashion firms, Zara and H&M, this paper attempted to close this research gap. There has been no study of greenwashing in the United Arab Emirates, and it is believed that the fashion industry consumes the second most toxic chemicals, excessive water, and non-compliant waste management practices after the oil and gas industry in the world.
In an exploratory qualitative study involving in-depth interviews with fast fashion consumers in the UAE, the ‘seven sins of greenwashing’ and ‘competitive altruism’ theories were examined, and consumer perceptions of green claims made by leading UAE apparel manufacturers and retailers were analyzed. Studying consumer perceptions of greenwashing practices in the UAE provided a great opportunity to gather detailed information.
According to the findings of the study, fast fashion firms in the UAE lack adequate evidence to substantiate their altruistic claims, which makes consumers more cautious and skeptical about purchasing green products. As a result of this skepticism, they conclude that these firms are engaging in greenwashing.
Authors:
Sufia Munir and Vivek Mohan
Read full article on:
Asian Journal of Business Ethics – https://doi.org/10.1007/s13520-021-00140-z
Image credit: Michigan Journal of Economics (2022)
The Green Classroom 
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