Sustainable Claims: Educating Indian Consumers To Spot and Refrain Greenwashing

Abstract

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 Indian fashion, consumer education may be a vital tool in the fight against greenwashing. The research employs a mixed methods approach, which includes focus groups with educators, consumer surveys aimed at urban youth and design students, and content analysis of sustainability from fashion businesses. The results show that there is a significant understanding gap among consumers, with many being unable to discern between marketing spin and real sustainable initiatives. The study suggests a three-tiered educational framework to address this, firstly awareness—which introduces important ideas and greenwashing techniques, secondly analysis—which empowers customers to decipher certifications, labels, and brand transparency; and thirdly action—which encourages advocacy, critical thinking, and mindful buying. The study also looks at case studies from classroom modules that stress ethical consumerism and transparency, student-led awareness initiatives, and academic interventions. The study promotes a more open and responsible fashion ecosystem where customers are better equipped to assess ethical claims and make educated decisions that drive industry transformation instead of vague sustainability trends.

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