How does consumer awareness of greenwashing influence their purchasing decision of circular products?

Abstract

The fashion industry, a significant contributor to environmental pollution, faces growing pressure to adopt sustainable practices. However, issues like greenwashing undermine consumer trust. Circular consumption provides a transparent pathway to sustainability, but consumer behavior remains influenced by factors such as environmental concern and green consumption confusion. This thesis investigates how consumer awareness of greenwashing impacts purchasing decisions for circular products. By testing a conceptual model that integrates environmental concern and green consumption confusion, this research seeks to address a critical gap in understanding consumer behavior. Ultimately, this study offers insights into advancing the transition towards a more sustainable fashion industry.