Winterburn-Fast Fashion: Greenwashing by Audrey Winterburn

H&M Controversies

winterburnaudrey — 2025-09-26 15:35:53 UTC

"Getting rid of clothes makes more room for new consumption. Commercial recycling by stores like H&M explicitly links discarding unwanted clothes to a new cycle of consumption, demonstrating a direct connection between the new and used clothing systems of provision." (Brooks 226)

H&M Controversies

winterburnaudrey — 2025-09-26 15:36:54 UTC

“While H&M has made some strides toward circularity, this ultimately comes across as greenwashing...Recycling a few items and encouraging consumers to recycle or buy recycled items can’t make up for the 3 billion garments H&M produces every year. H&M needs to make more fundamental changes to its business model and take greater accountability for its actions.” (Rauturier)

H&M Controversies: Connection

winterburnaudrey — 2025-09-26 15:50:17 UTC

H&M is an example of how corporations are greenwashing their consumers. In their case, it is through the use of recycling models to hide their overproduction of garments.

Society's perspective

winterburnaudrey — 2025-09-26 16:00:30 UTC

“...greenwashing is a form of deliberate fetishization—or green fetishism. Of course, it involves the telling of a green story, but it also relies on individuals consciously and/or subconsciously believing that story.” (Williams 7)

Society's perspective: Connection

winterburnaudrey — 2025-09-26 16:01:03 UTC

Greenwashing works by falsely-advertising eco-friendly concepts that consumers want to believe and support, but it ends up creating psychological conflict when they realize their values are being manipulated.

Society's perspective

winterburnaudrey — 2025-09-26 16:08:30 UTC

“The impact of greenwashing on consumer behavior has been the subject of increasing academic scrutiny. For example, research indicates that consumers experience psychological conflict when they encounter greenwashing, as it challenges their values and expectations regarding sustainability.” (Li et al. 6)

Defining Greenwashing and why it is used

winterburnaudrey — 2025-09-26 18:43:54 UTC

“Greenwashing is a term that describes the phenomenon of companies misleading consumers about the environmental benefits of their products or their commitment to sustainability to increase profits.” (Li et al. 1)

Defining Greenwashing and why it is used

winterburnaudrey — 2025-09-26 18:46:41 UTC

“Greenwashing is a growing concern nowadays as some companies are trying to benefit from the increasing demand for more sustainable and ethical clothes and other products.” (Rauturier)

Defining Greenwashing and why it is used

winterburnaudrey — 2025-09-26 18:47:45 UTC

Greenwashing is defined as when companies deceive consumers about being "eco-friendly or "green" just to make more money from those who want to buy sustainable products.