Post by Università Bocconi

Sustainability has become an ever-present buzzword. What happens when consumers stop believing that #green really means #sustainable?      As #sustainability becomes central to #Fashion communication, consumers are becoming more skeptical. Labels promising “eco,” “green” or “responsible” products are everywhere, but many people ask whether these claims reflect change or marketing. Is it all truly sustainable? Or is it just sneaky marketing? New research examines this tension by focusing on #Greenwashing. The study was conducted by Francesca Romana Rinaldi (SDA Bocconi School of Management and Department of Management and Technology) and Fahimeh Khatami (postdoctoral researcher in the same department), along with Enrico Cagno (Milan Polytechnic) and Alberto Ferraris (University of Turin).       The research investigates why consumers are becoming more critical of environmental claims, especially in fashion. Its central finding is that skepticism is not simply a reaction to vague communication. It is shaped by experience, environmental knowledge and ecological concern. Based on more than 2,400 young Gen Z and Millennial consumers, the study shows that informed consumers, or those who have encountered opaque practices, are better equipped to question #greenMarketing. They verify, compare and interpret corporate messages.       This matters because #Sustainability is a question of trust. Once consumers perceive environmental claims as unclear or misleading, even positive initiatives can lose credibility. According to the study, perception shapes skepticism and willingness to pay for sustainable products. The fashion sector is particularly exposed. It faces pressure to become more sustainable, while carrying a significant environmental impact. As companies increase their “green” communication, vague claims can create a cycle: more ambiguity, more skepticism, less trust.      There is, however, some good news. The research also offers insights for companies. Those who communicate transparently, who offer concrete evidence, and who avoid vague slogans can still win over consumers. It is no longer enough to simply claim to be sustainable: they must prove it. Consumers who can distinguish authentic sustainability communication from greenwashing are still willing to reward credible brands. What they expect is evidence, consistency and clarity. This means investing in traceability, independent certifications and transparent communication.     Institutions are beginning to take action, for example with EU Directive 2024/825 “EmpCo”, specifically designed to combat deceptive practices and make information more verifiable. But true transformation requires a cultural shift: more informed consumers and more responsible companies. Regulation can help make environmental information more verifiable and address deceptive practices. The future of sustainable fashion hangs in the balance. And, more broadly, the credibility of the entire “green” system.