GREEN BRANDING HAS ITS PITFALLS, BUT COMPANIES COULD BE BRAVER IN ECO-MARKETING
June 8th, 2014
MANY textile brands now make claims of operating with varying levels of environmentally mindful or sustainable practices. The benefits allow companies to chime with the corresponding growing interest among consumers; the risks are equally significant, as gaining a reputation for 'greenwashing' – falsely claiming a product or process is 'green' - can be significantly damaging to a company's public image."Many fashion brands are doing some green branding by being environmentally responsible to different extents," said Christina Wong, associate professor at the ...
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