Abstract
The last few years have witnessed an increased interest in sustainable fashion and ethical practices within the fashion industry (Henninger et al. 2016). Sustainability is emerging as a so-called “megatrend” (Mittelstaedt et al. 2014) and in order to stay competitive more and more companies start to use catchwords like “sustainable”, “eco-friendly”, “social” or “ethical” in their marketing communications. But this overdosing of sustainability claims has the effect that consumers very often mistrust such claims, especially when they can’t verify the credibility.
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Notes
- 1.
For instance www.spiber.jp/en/endeavor, www.nanexcompany.com or www.basf.com
- 2.
For instance www.myzone.org, www.owletcare.com and www.clothingplus.com
- 3.
One of the largest butterflies in the world, with wings that span 5–8 inches.
- 4.
A well-known example is Rent the Runway (https://www.renttherunway.com/).
- 5.
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Berger-Grabner, D. (2018). Sustainability in Fashion: An Oxymoron?. In: Altenburger, R. (eds) Innovation Management and Corporate Social Responsibility. CSR, Sustainability, Ethics & Governance. Springer, Cham. https://doi.org/10.1007/978-3-319-93629-1_9
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