Greenwashing and the Nature of Education in Relation to Consumer Trust in Fast Fashion Marketing Communication

The fashion industry has long been known as one of the most polluting industries in world. urgent need to improve current critical situation given rise a number global initiatives, organisations and movements that highlight at same time, are involved sustainability industry. As pressure from consumers businesses is constantly growing, fast brands introducing their own sustainable collections which, however, likely deceive and, when combined with green marketing, merely used just reach business goals. Environmental education key determinant way eliminate deception properly assess messages by consumers. main goal study is, through neuromarketing research, define impact studied sample informed uninformed Generations Y Z it comes customer loyalty marketing communication brands.