(FST645)

Fashion Retailing and Visual Merchandising

Section- S1904
Topic: The Effects of Greenwashing on 2 brands
(H&M and The Body Shop)

School of Fashion Design

Lovely Professional University,
Phagwara, Punjab, India

Professor: Jaswant Singh

Name: Aastha Desai (11908204)

 Topic: The effects of Greenwashing on 2 brands

Abstract
Introduction: Greenwashing is the way toward passing on a
bogus impression or giving deluding data about how an
organization's items are all the more earth sound. Greenwashing
is viewed as an unverified case to trick customers into accepting
that an organization's items are environmentally friendly.

H&M: In view of the Norwegian site of H&M we found that

the data given in regards to manageability was not adequate,
particularly given that the Conscious Collection is publicized as
an assortment with natural advantages," Haugseth told Dezeen.
H&M’s 9th Conscious collection is progressive in the sense that
it incorporates some innovative sustainable fibres – namely
leather alternative Piñatex, silk-like citrus juice by-product
Orange Fiber and algae-generated footwear staple BLOOM
Foam. On the other hand, the brand’s so-called ‘ethical’ range is
a small part of the overall business, which means it exists within
the machine of rampant over-production
THE BODY SHOP: The Body Shop claim to be a brand that
offers high quality, naturally inspired skincare, hair care and
makeup that is ethically produced and sustainable. It is true that
they run a fair trade program and source their raw ingredients
from small-scale farmers and traditional artisans. It is also true
that they are trying to protect the planet by generating less waste
and reducing their CO2 emissions.
However, The Body Shop does also include toxic ingredients in
their products that are harmful to both the environment and us.
The main toxic ingredient The Body Shop includes in their
products is synthetic fragrances. Once exposed to the
environment, synthetic fragrances from soaps and shampoos can
cause long term damage to aquatic wildlife once they are
washed down our drains. Synthetic perfume sprays also build up
in the earth’s atmosphere, and contribute to pollution.
Fragranced cosmetics are a particular concern to those with
sensitive skin, as they can make skin irritated, dry and itchy.

Respondents evaluated the ads of H&M and The Body Shop

before and after giving additional greenwashing info in
connection with the companies. Besides that, the moderating
effect of environmental concern and skepticism toward ads (in
general) were examined.

Results: The first hypothesis tested the worsening evaluation of

product (both self- and objective referential items). Surprisingly,
the lower ad skepticism didn’t mean higher change in
evaluation. It was explored that respondents showing higher
environmental concern showed higher change in ad evaluation
but only for H&M.

Conclusions and Implications: Results show that unfolded

greenwashing actions influence the evaluation of ads negatively
– not only for those who have high environmental concern.