Laghaie, ArashRoma, Carolina Martins de Brito Miguel2024-10-142024-10-142024-01-292023-12-20http://hdl.handle.net/10362/173456Sustainability 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.engDeceptive marketingMarketing practicesBikini marketGreenwashingmaster thesis203600983