Indonesians’ Greenwashing Perception Towards Fast Fashion

Alexandra Donna Louisa; Eristia Lidia Paramita

Alexandra Donna Louisa
Eristia Lidia Paramita

Abstract

Nowadays many people are aware of the importance of protecting the environment. The fashion industry became one of the contributors to environmental damage, especially with the emergence of fast fashion which has a shorter life cycle that leads to water pollution, carbon emission, and waste problem. The emergence of criticism makes the fast fashion industry make more eco-friendly products. Unfortunately, many big brands do greenwashing which misleads consumers with their label of “eco-friendly”. That is why this research is done to know Indonesian people greenwashing perception of one of the big fast fashion brands by looking at their gender, age, and education. Using a 5-point Likert scale questionnaire, 86 respondents were gathered. A descriptive analysis was done with the result that both gender females and males have the equal perception of greenwashing. People with the age of 22-32 and 33-40 have more positive greenwashing perception, and people with bachelor’s degree have more positive greenwashing perceptions. The research shows that Indonesian people are aware of greenwashing especially with the young people.

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