Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Book Chapter Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Navigating the landscape of green marketing trends and identifying greenwashing red flags Description An account of the resource Through this chapter, the authors intend to provide information to the fashion and retail industry about the latest trends and their drawbacks, further increasing the awareness of environmentally conscious consumers. The objective of the study is first to examine the prevalent green marketing strategies adopted by fashion and retail businesses. Further, it also evaluates the actual reality and effectiveness behind the strategies used by brands to understand if they are creating an illusion of sustainability or are genuinely committed through case studies of various retail brands. Lastly it investigates consumer attitudes and perceptions of green marketing in fashion and retail. This research employs an approach to explore driving factors for green marketing in the fashion and retail industry. Utilizing secondary data, a comprehensive review of existing literature on sustainable practices, consumer behaviour, and industry trends was done. 2024, IGI Global. All rights reserved. Creator An entity primarily responsible for making the resource Somesh P.; Ritika M.; Singh H. Source A related resource from which the described resource is derived Driving Green Marketing in Fashion and Retail, pp. 82-94. Publisher An entity responsible for making the resource available IGI Global Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-3049-4.ch005" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-3049-4.ch005</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85196440500&amp;doi=10.4018%2F979-8-3693-3049-4.ch005&amp;partnerID=40&amp;md5=1d7bb6ac98424e9aeac6170992b1aca7" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85196440500&amp;doi=10.4018%2f979-8-3693-3049-4.ch005&amp;partnerID=40&amp;md5=1d7bb6ac98424e9aeac6170992b1aca7</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISBN: 979-836933050-0; 979-836933049-4 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Somesh P., Christ University, India; Ritika M., Christ University, India; Singh H., Christ University, India