Sustainability Between Reality and Illusion: Greenwashing practices in the Case of H&M

   This research paper examines greenwashing practices as a form of environmental deception through a case study of H&M, a global fashion and design company which embraced sustainable fashion initiatives as an environmentally friendly practice. Using a descriptive analytical method, the study assesses the company’s sustainability and compliance with environmental standards. The findings reveal that H&M misleads consumers through illusory promotional slogans and recommends curbing unethical marketing practices by strengthening penalties, enforcing deterrent laws and enhancing consumer environmental awareness.