When a company relies on ethical values without applying the fundamentals, we talk about greenwashing, or even eco-bleaching. In the field of marketing and communication, this method is based on an appearance of packaging oriented towards respect for the environment. It can be a pattern or a shade (often green) that evokes the ecological argument. However, there is in reality no step taken to reduce the carbon footprint or observe rigorous specifications. For example, we can put forward a lower water consumption to produce an ethical garment.
To find out if a company is not just riding the ethical wave and slow fashion (which is the opposite of fast fashion), the customer can consult the information concerning the products. The first thing to check is the presence of labels or certifications. For example, Fair-Trades/Max Havelaar (fair trade) or Ecocert Textile. In order to ensure local production, such as Made in France, you should refer to the following mentions: Origine France Garantie or France Terre Textile. As such, the location of production is an essential eco-responsible criterion. This is a good sign for estimating the values of the targeted brands.
For an informed consumer, it is necessary to check the composition of the products through the list of ingredients. These may be materials from recycling channels. (…)
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