CORPORATE GREENWASHING ON INSTAGRAM: CONSUMER RESPONSE TO "ECO-FRIENDLY" CLAIMS BY FAST-FASHION BRANDS IN 2025

The fast-fashion industry has increasingly adopted sustainability narratives on social media platforms, yet mounting evidence suggests that many environmental claims constitute greenwashing—the practice of misleading consumers about environmental commitments. This research examines consumer responses to fast-fashion brands' "eco-friendly" claims on Instagram in 2025, a year marked by intensified regulatory scrutiny and heightened consumer skepticism. Drawing on cognitive dissonance theory, this study employs a multi-method approach combining content analysis of Instagram posts and comments from four major fast-fashion brands (H&M, Zara, SHEIN, and Primark) with a survey of 350 active Instagram users. The findings reveal that brands predominantly employ vague, abstract green claims on Instagram, with concrete, verifiable sustainability information being notably absent. Consumer responses are characterized by pervasive skepticism, with fear and sadness emerging as dominant emotional reactions, particularly among younger, environmentally-conscious users. Paradoxically, consumer engagement (likes, comments) with sustainability posts does not translate to positive brand perception—instead, heightened greenwashing awareness is associated with diminished brand trust and reduced purchase intentions. Regulatory actions by the European Union and national authorities have amplified consumer awareness but also created confusion due to inconsistent standards across jurisdictions. This research contributes to the greenwashing literature by providing empirical evidence of how social media facilitates both corporate deception and consumer resistance, and offers practical recommendations for brands seeking authentic sustainability communication. The findings underscore the urgent need for standardized, concrete sustainability disclosures and suggest that brands investing in genuine transparency can differentiate themselves in an increasingly skeptical marketplace.
Keywords: greenwashing, fast fashion, Instagram, consumer skepticism, sustainability communication, cognitive dissonance, social media activism