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The role of greenwashing and deceptive marketing practices in the Portuguese sustainable bikini market
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Orientador(es)
Resumo(s)
Sustainability has been a very active topic in the fashion industry over the past few years. The
swimwear industry in Portugal has been growing fast, and sustainability is also very present,
especially when it comes to fabric sourcing.
As this topic becomes an increasingly integral aspect of modern business practices, the rise of
deceptive marketing strategies, specifically greenwashing, poses a significant challenge to the
credibility and efficacy of sustainable markets.
The findings indicate that consumers are still unaware of the sustainability efforts made by
swimwear brands; therefore, it might be advantageous for 38 Graus and Conscious the Label to
reevaluate and adjust their current communication strategies in order to have a more significant
influence on the industry's players.
Descrição
Palavras-chave
Deceptive marketing Marketing practices Bikini market Greenwashing