52% of Shein shoppers say they are environmentally conscious, report

Key Takeaways 52% of Shein shoppers consider themselves more environmentally conscious than the average consumer. 67% of Shein shoppers are willing to pay more for environmentally friendly products. Shein’s sustainability claims often lack third-party verification and concrete evidence.

The brand’s business model promotes overconsumption, undermining genuine sustainability efforts. Understanding Greenwashing Greenwashing refers to the practice of companies misleading consumers about the environmental benefits of their products or practices.

In the case of Shein, the brand employs basic greenwashing tactics that seem to resonate with consumers, despite the lack of substantial evidence supporting their sustainability claims.

A 2023 survey conducted by The New Consumer and Coefficient Capital, found that 52% of Shein shoppers believe they are more environmentally conscious than the average consumer. This perception is concerning, especially considering that Shein was identified as the highest-emitting fast fashion company in 2023…