The effect of perceived greenwashing on consumer’s trust and purchase decisions in the fashion industry / ; Suvokiamo 'greenwashing'o' poveikis vartotojų pasitikėjimui ir ketinimui pirkti mados industrijoje.

In recent years, the concept of sustainability has become a crucial topic, compelling organizations to incorporate green marketing strategies. Nevertheless, the issue of greenwashing emerges when certain firms inaccurately present themselves as environmentally friendly, misleading consumers. This bachelor thesis addresses the critical issue of greenwashing within the fashion industry, examining its consequences on consumer trust and purchasing decisions. The objective of this research is to explore how perceived greenwashing practices influence consumer trust and their tendency to purchase fashion items. It is structured to encompass a comprehensive review of relevant scientific literature, research methodology, an analysis of the data, and a presentation of the findings. Employing quantitative research methods, this study investigates various factors such as the perception of greenwashing, consumer trust, environmental responsibility, and purchase intention. An online survey was conducted to obtain primary data, the analysis of which highlights the positive influence of trust on purchase intentions and its mediating role in the relationship. However, the study found that environmental responsibility does not significantly modify the impact of greenwashing perception. The findings of this research offer valuable insights for fashion brands, suggesting ways to align their marketing strategies with the increasing consumer demand for genuine and responsible environmental practices.