The purpose of this thesis is to examine the impact environmental advertisement, also called greenwashing, in the fashion industry has on young consumers. In addition I also researched why we react as they do by investigating the psychological impact marketing has on people.
In order to investigate this subject 69 people from Lerums Gymnasium answered a survey on their view of sustainability as well as their consumerist habits. In addition to the survey I also interviewed two sustainability managers from the clothing companies Lindex and Gina Tricot, as well as a professor in environmental science and an eighteen year old consumer.
The general conclusion of this essay is that marketing sustainability does improve the brands reputation among young people which result in a higher sale. It also contributes to the mindset that the fashion industry is better for the environment than it actually is as well as spreads an uncertainty among consumers on what is accurate marketing and what is not which furthers young people consumerist behaviour.