Fashion marketing increasingly employs vague scientific-sounding terms to promote sustainability claims, often leading to accusations of greenwashing. Brands like Gucci have been criticized for misleading assertions about their environmental impact, highlighting a trend where aesthetics overshadow genuine eco-friendliness. As consumer awareness grows, regulations like the EU Green Claims Directive aim to curb deceptive marketing practices in the fashion industry.

Low-priced sustainable products are perceived as less sustainable, with research indicating a judgment reduction of up to 8.4% in sustainability ratings due to lower pricing. This highlights a potential bias against affordable eco-friendly options.