The practice of greenwashing in fashion misleads consumers into purchasing from brands that often claim to be sustainable but fail to make efforts to reduce their environmental impact.
GreenWear is one of the few apps that is transparent in its green scores process. The entire process is shown to consumers to demonstrate the brands’ reliability in their sustainability engagement and to avoid greenwashing in fashion.
A 2021 case study by Changing Markets Foundation showed that 59% of sustainability claims by major European and UK fashion brands were misleading consumers.
As one of the largest contributors to greenhouse gas emissions, the fashion industry can make a difference if we at GreenWear enable its consumers to make more sustainable purchasing decisions.
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