Greenwashing in the Fast Fashion Industry: a Critical Analysis of the Sustainability Strategies of Major Brands

Identifier:  TFG:9114

Handle: https://hdl.handle.net/20.500.11797/TFG9114

Authors:  Youncha Khattouti, Ferdaous

Abstract:
This Final Degree Project critically analyses the sustainability strategies of major fast fashion brands such as Zara, H&M, Primark, and Shein, aiming to determine whether they genuinely implement sustainable policies or engage in greenwashing practices. Through documentary review, analysis of advertising campaigns, and cross-checking with external sources, it has been shown that most of their initiatives rely on misleading communication strategies rather than real structural changes. The study highlights the need for stronger regulation, greater transparency, and more critical consumer behavior to address these practices.