Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram
Unmasking Greenwashing and Bluewashing in Black Friday-Linked Sustainable Fashion Marketing on Instagram
This is the fifth of a research summary series which was initiated to bring to the limelight the academic studies done on data science in the context of the fashion industry.
Episode Five is a review of the paper titled “Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram”
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In this article, I delve into a comprehensive analysis of a recent research paper that examines the prevalence and intricacies of greenwashing and bluewashing strategies utilised by sustainable fashion brands, particularly during Black Friday campaigns on Instagram.
This summary seeks to provide a clear and concise understanding of the key findings, methodologies, and implications of the study.
Join me as we navigate the complex landscape of sustainability claims in the realm of social media advertising.
Introduction
Today, the world is ablaze with a passion for environmental protection. People’s hearts beat for the fight against air pollution, the struggle against climate change, and the battle to curb waste production. Shockingly, the fashion industry stands as an unlikely villain, unleashing more greenhouse gases than international aviation.
In its wake, it leaves behind piles of landfill waste, polluted waters, and the curse of ocean microplastics. But in this age of awakening, a phoenix rises in the sustainable fashion movement. Fashion brands are donning the mantle of “green advertising” in response to the public’s call, particularly during environmental crises.
This surge in eco-conscious promotion has taken the 21st century by storm. Yet, in this sea of green, some brands ride the waves of “greenwashing,” conjuring false eco-illusions to boost their image. This has sown the seeds of consumer doubt and perplexity.
To counter this green facade, companies are donning the armour of Corporate Social Responsibility (CSR) programs and Environmental, Social, and Governance (ESG) criteria. While some wear this armor with genuine intent, others use it for “bluewashing,” painting themselves with an exaggerated shade of responsibility. It’s the ESG metrics that illuminate the path — they reveal that robust policies often lead to better business outcomes.
And to make their messages heard, brands, especially in the fashion realm, are taking to platforms like Instagram, empowered by influencers who’ve become marketing titans.
Furthermore, the increasing popularity of online shopping events like Black Friday, which can be financially beneficial, raises concerns about the authenticity of discounts and how people perceive the value of both labour and products.
Surprisingly, even many eco-friendly brands participate in Black Friday sales, sometimes pretending to be more environmentally friendly than they actually are.
Within this chaotic situation, the authors of this study noticed a gap in research. There’s a lack of investigation into advertising that focuses on sustainability, particularly in the context of Black Friday, and a need to understand how greenwashing affects small and medium-sized sustainable businesses.
This research aims to uncover greenwashing and bluewashing strategies used by sustainable fashion brands on Instagram, especially around Black Friday, and determine the most crucial factors influencing consumers’ perceptions of brands and their sustainability.
Building upon previous research that indicates that greater green involvement reduces the persuasiveness of green advertisements, the authors introduced the concept of ‘sustainability involvement’.
Therefore, their Null Hypothesis says:
“Consumers with a high degree of sustainability involvement (encompassing both green and ‘blue’ or ethically sound behaviors) are likely to respond negatively to brands and their sustainability claims, particularly when they perceive greenwashing.”
Following the objectives of this study, the research questions addressed are;
Research question 1: Which greenwashing and bluewashing strategies can be found in Black Friday-related content posted on Instagram by sustainable fashion brands?
Research question 2: Which factors are the most relevant predictors of (a) brand evaluation and (b) sustainability
Methodology
The study involved two main parts. In the first part, Instagram content from 76 sustainable fashion brands related to Black Friday 2020 was analysed.
This analysis included identifying top-rated brands, searching for specific hashtags commonly used by sustainable brands, reviewing sponsored ads related to sustainable fashion and Black Friday, and qualitatively assessing the content of eligible posts, particularly claims related to social and environmental benefits.
A quantitative analysis was performed to compare greenwashing and bluewashing instances statistically, and categories were classified based on emotional or functional brand positioning strategies.
The second part of the study delved deeper into the strategies of greenwashing and bluewashing in sustainable Black Friday campaigns.
A survey was developed to capture consumer perceptions, examining various factors predicting consumer evaluations of greenwashing and bluewashing in Black Friday advertisements.
The survey included three parts: assessing participants’ sustainability attitudes and behaviours; evaluating Black Friday-related Instagram posts, and inquiring about participants’ prior knowledge of fashion brands and purchase intentions.
Statistical tests were used to analyze the data using IBM SPSS 27, exploratory factor analyses, internal consistency reliability measures, and Pearson’s correlation coefficients. A stepwise multiple regression analysis was conducted to identify the factors that impacted brand and sustainability evaluations.
Want to know the key Findings in the Study, read the full article Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram”
What is the Implication of this Study?
The research shows that sustainable fashion brands use numerous greenwashing and bluewashing tactics in their Black Friday ads. While this might offer a short-term advantage, it also encourages non-sustainable brands to adopt these deceptive practices, making it harder for consumers to choose genuinely sustainable products.
This diminishes the edge sustainable SMEs have. For the benefit of these SMEs, consumers, and the environment, greenwashing and bluewashing need to be reduced. Though the sustainability market currently leans on businesses’ self-commitment, regulatory measures might be necessary to prevent misuse. Sustainable SMEs should avoid using deceptive tactics common among conventional brands.
Conclusion
According to the study, sustainable brands on Instagram are employing greenwashing and bluewashing strategies in their Black Friday promotions. However, the extent of this practice is uncertain due to limitations like a small and biased sample size, primarily consisting of young, educated women. But it is important to note that authentic sustainable messaging is crucial to maintaining the trust and assisting consumers in making genuinely sustainable purchase decisions.”
QUICK QUESTION
“Do you think sustainable brands on Instagram are genuinely promoting sustainability during Black Friday sales, or are they merely greenwashing their campaigns to appeal to eco-conscious consumers?”
Share your thoughts in the comments below. You can also reach out to me via LinkedIn and Twitter
Reference
Sailer, A.; Wilfing, H.; Straus, E. Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram. Sustainability 2022, 14, 1494. https://doi.org/10.3390/su14031494
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