Sustainability and Social Responsibility

Mapping Greenwashing Typologies in Fashion: Toward Greenwashing Cycle Theory

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Abstract

Due to the diverse manifestations, incarnations, and attributes of greenwashing, there is a lack of comprehensive studies of its conceptualization in the fashion sector. This study was conducted according to the PRISMA systematic literature review guidelines. Five academic databases were searched for journal articles published from 2010 to 2025, yielding 85 publications for analysis. All the published journal articles focused on the fashion brand activities. Given the common trend and prevalence of greenwashing in the fashion value chain, we proposed the greenwashing cycle theory (GCT). GCT is a methodological and sequential process, including firm-level, vicarious-level, product-level, and service-level greenwashing, with executional level greenwashing that may proceed at any stage. This conceptualization enhanced existing greenwashing literature and encourages multidisciplinary examination of greenwashing techniques from diverse perspectives. 

Keywords: Greenwashing, Greenwashing Cycle, Fast Fashion, Luxury Fashion

How to Cite:

Haque, M., Lang, C. & Liu, C., (2025) “Mapping Greenwashing Typologies in Fashion: Toward Greenwashing Cycle Theory”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21415