Journal of Textile Engineering and Fashion Technology(JTEFT)

Assistant professor, MKSSS’s School of Fashion Technology, Pune, India

Publications

• Research Article   
  Sustainable Claims: Educating Indian Consumers To Spot and Refrain Greenwashing
  Author(s): Anjali Chavan*
  
  In recent years the fashion and textile industry has embraced sustainability and there has been a growing demand in sustainable fashion brands. Eco-friendly materials, community involvement, and ethical sourcing are becoming more and more prominent in brand storylines. Sustainability has gained popularity as a trendy word that is often used without enough effect or transparency, in addition to being an ethical need. On the surface, sustainability change seems encouraging, but the absence of standards, laws, and consumer education has resulted in the emergence of greenwashing, which is the practice of making extravagant, ambiguous, or false claims about sustainability. Greenwashing where customers are misled by ambiguous or deceptive sustainability claims and genuine efforts are undermined has become more prevalent due to a lack of clarity. The paper investigates how, in the context of.. Read More»
  

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