As consumers become increasingly aware of the environmental and social issues of the fashion industry, their values have shifted to shop more sustainably and find brands that align with these ideals. As a result, fashion brands in the UK and US are marketing their climate ambitions and eco-conscious initiatives to appeal to these consumers. Nevertheless, these firms will make environmental claims about their corporate performance and products, even if these claims are not necessarily accurate, known as greenwashing. However, there is a significant disparity between these consumer values and the continuous profiting of fast-fashion brands. With a fast-fashion brand’s primary purpose of profit gain, the present study investigates the effect of greenwashing marketing. The purpose is reflected in the key managerial implications for brands engaging in deceptive marketing tactics. The outcomes of this dissertation indicate that message claims and company environmental performance define perceived greenwashing, with message claims having a more significant impact on this understanding. Furthermore, the research reveals that a larger degree of perceived greenwashing led to a less favourable brand image and less intention to purchase. The research in this dissertation sought to increase the understanding of greenwashing in fashion brands’ communications within a UK and US context and how this impacts the brand’s image and consumer’s purchase intention. In addition, the study provides critical managerial recommendations that brands should implement for continuous competitive advantage and customer satisfaction.

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