패션산업의 그린워싱(Greenwashing)의 문제점과 해결방안 제안-견제적 측면과 규제적 측면 중심으로-

Abstract

Eco-friendliness and sustainability have drawn attention as issues around the world. In particular, fashion industry has attracted attention as a representative environmental pollution-causing industry, consumers' desire for sustainability have increased. Accordingly, greenwashing which disguises as if claiming to advocate for green management for an increase in the value of fashion companies and profit, which comes to the fore as a problem. The types of greenwashing in the fashion industry were reclassified into checks and regulations, depending on whether legal punishment was possible from public institutions and the government based on the ‘The Seven Sins of Greenwashing’ by TerraChoice and sought improvement plans accordingly. As a result, through the checks of the press, the fundamental problems of greenwashing were hardly resolved. However, consumers' active checks such as accusations and boycotts and strong legal regulations from the interventions of the government or public institutions were effective in improving greenwashing. Accordingly, in order to preventing greenwashing, consumers’ correct perception, and there were the interventions of the government or public institutions construction of a greenwashing standard evaluation system and guidelines and also provide information. This study is expected to contribute to the utilization as the baseline data for creating guidelines to improve the greenwashing issue in the fashion industry so that consumers can practice value-oriented consumption through more accurate and reliable information.