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The effects of greenwashing on consumer behavior in the fashion industry: a study comparing the luxury fashion and fast fashion industries – literature review part 2
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This thesis examines the effects of greenwashing on consumer behavior, focusing on the
comparison between the luxury and fast fashion industries. A research gap was identified by
the analysis of existing literature, indicating that there are substantially fewer greenwashing
allegations against luxury fashion brands. This imbalance is further reflected in the amount of
existing literature. Moreover, previous research has not yet provided a comparison regarding
the effects of greenwashing in these sectors. Thus, this study makes a valuable contribution by
revealing that greenwashing has more severe negative effects on consumer behavior in the
luxury than in the fast fashion sector.
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Palavras-chave
Greenwashing Sustainability Consumer behavior Fashion Luxury fashion Fast fashion