The findings of the ‘Canadian Consumer Perceptions of Sustainable Fashion & Greenwashing’ report highlight a concerning paradox — while a majority of Canadian shoppers express a desire to make environmentally responsible purchases, only a small fraction feel equipped to distinguish authentic sustainability claims from misleading marketing tactics. Through comprehensive research combining consumer surveys, expert analysis, and comparative international studies, the report underscores how vague terminology, unsubstantiated claims, and nature-themed imagery contribute to widespread confusion. Notably, the data reveals strong public support for governmental intervention, with three-quarters of respondents advocating for penalties against brands and agencies that misrepresent their environmental practices.
Image Credit: Fashion Takes Action
