This paper explores the phenomenon of greenwashing within the luxury industry, examining the gap between consumer perception and corporate reality. While sustainability has become a buzzword in luxury branding, there is growing concern that some initiatives serve more as marketing tactics than genuine environmental actions. This study aims to evaluate the extent of greenwashing in the luxury sector, analyze consumer awareness, and compare actual sustainable practices with advertised claims. Data was collected through surveys, content analysis of brand reports, and expert interviews to establish the authenticity of environmental initiatives. The findings highlight a significant discrepancy between brand narratives and their actual ecological impact, raising ethical and strategic concerns for the industry.
Ms. Charvi Gada Prof. Rita Khatri (Fri,) studied this question.
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