Greenwashing and ethical communication in the textile retail sector
DOI:
https://doi.org/10.29105/vtga12.4-1383Keywords:
Greenwashing, social responsibility, B-company, sustainability, marketingAbstract
Greenwashing is a practice currently used by some companies to project a sustainable image by exaggerating or falsifying their actions in their marketing campaigns. This strategy influences consumer behavior, especially in the textile industry, a highly polluting sector. This research analyzes and compares the social responsibility actions and the possible presence of greenwashing in marketing campaigns of retailers in this sector, such as Shein and Patagonia. It was carried out from a documentary study based on the analysis of articles, theses and journalistic reports. Shein, of Chinese origin, Patagonia, certified as a B Corp company in the USA, present differences in their business model and approach to sustainability. While Patagonia's Worn Wear campaign promotes concrete techniques to reduce textile waste, SHEIN x Rescued lacks tangible results, raising doubts about a possible case of greenwashing.
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Copyright (c) 2026 Nadia Julissa Olán-Hernandez, María del Carmen Navarrete-Torres
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