Title: Greenwashing in garments: understanding eco-illusion in India's fashion sector from consumers' perspective

Authors: Aamer Al-Aflak; Vartika Bisht; Shanul Gawshinde

Addresses: Summit International Schools, Abu Dhabi, UAE ' DBS Global University, Dehradun, Uttarakhand, India ' Symbiosis Institute of Management Studies, Symbiosis International University, Pune, India

Abstract: This study investigates greenwashing in India's fashion industry and its effect on consumer perception and purchasing behaviour. Conducted across Andhra Pradesh, Telangana, Haryana, Jharkhand, and Gujarat - key textile-producing states - it surveyed 891 eco-conscious consumers via online convenience sampling. Results show that consumer awareness and genuine sustainability practices significantly shape consumer perception, while greenwashing directly influences perception and acts as a mediator. The study provides practical guidance for brands to enhance transparency and align sustainability efforts with consumer expectations. However, limitations include a narrow geographic scope, potential selection bias due to non-probability sampling, and a focus on eco-conscious consumers, which may not reflect broader consumer behaviour. The findings highlight the need for more representative samples, broader sustainability perspectives, and longitudinal research to track changing consumer behaviour. Overall, the study offers valuable insights into how informed consumers and authentic sustainability efforts can reduce the negative impact of greenwashing in India's fashion industry.

Keywords: greenwashing; garments; India; PLS-SEM; sustainability.

DOI: 10.1504/MEJM.2026.155077

Middle East Journal of Management, 2026 Vol.13 No.4, pp.401 - 420

Received: 04 Dec 2024
Accepted: 12 Apr 2025
Published online: 27 Jul 2026 *

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