Sustainability Promises of Turkish origin Apparel Brands in the Context of Greenwashing

Year 2023, Volume: 1 Issue: 1, 30 - 43, 23.03.2023

Mehmet Zahid Ecevit

Abstract

The fashion industry is vital in terms of the employment and endorsement it creates. However, in recent years, fashion brands have come to the fore with the damage it causes to the environment and ecosystem. The reasons, such as the increase in the environmental awareness of the consumers and the supranational regulations, force all businesses, from the manufacturers operating in the fashion industry to the intermediaries, to engage in green activities. Due to the pressures on businesses and the contribution of green marketing activities to the brand image, companies see greenwashing activities as a way out. This paper aims to investigate the sustainability activities of Turkish origin apparel brands. In addition, the research is aimed to examine the brands that carry out sustainable activities according to the greenwashing criteria. As a result of the research, it has been determined that only 5 of the 25 apparel brands of Turkish origin conduct sustainability activities consistently. As a result of the research, it was also revealed that only one brand could be consistently described as "green," and the other four brands are partially contaminated with greenwashing.

Keywords

Sustainable Fashion, Fast Fashion, Green Marketing, Greenwashing

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