Využívání greenwashingu ve fast fashion

With the growing interest of the population in ecology and sustainability, the number of companies that just want to ride the wave of consumer interest without making their production sustainable is also growing. These companies use so-called greenwashing to promote their products. The fashion industry has a large share in the pollution of the planet. Fast fashion chains often use greenwashing to improve their image in the eyes of consumers. The aim of this work was to find out how much awareness of the use of greenwashing among fast fashion consumers there is and whether sustainability plays a role in decision-making process during the purchasing. Data for the research were collected using a questionnaire survey. 241 respondents took part in the research, 15 respondents were excluded for not meeting the conditions for participation in the research. The target group of the research were students. It was found that awareness of the use of greenwashing is low, but it grows with the education of respondents. Although sustainability has been identified as important to respondents, it is not a key factor in the decision-making process. The key to recognizing greenwashing is education of consumers, and the active interest of consumers such as finding and verifying information.