Canadian shoppers overwhelmingly want truly sustainable fashion, and this new national study from Fashion Takes Action shows that greenwashing is now a major legal, reputational, and commercial risk for brands in Canada.
Canadians Care About Greenwashing
The report “Canadian Consumer Perceptions of Sustainable Fashion & Greenwashing” finds that 64% of respondents would stop buying – or buy less – from a brand if it was caught greenwashing. After being informed about what greenwashing is, 79% of people surveyed said they felt frustrated, showing just how emotionally charged the issue has become for consumers.
Despite this concern, the research reveals that 65% of respondents did not know that greenwashing is illegal under the Canadian Competition Act, pointing to a major gap in public awareness about existing protections. Most participants said they want brands to be honest, clear, and specific about their sustainability efforts, rather than relying on vague “green” language that…
cannot be easily verified. Who Canadians Trust On Sustainability Claims The study highlights a sharp divide in who Canadians trust to call out greenwashing in fashion. 52% of consumers said they trust environmental NGOs to identify misleading claims, making them the most trusted voice in this space.
By contrast, only 9% of respondents said they trust influencers, suggesting that celebrity‑driven sustainability messaging has limited credibility without strong evidence or expert backing. This trust gap has direct implications for marketing strategies in Canada.
Brands that lean heavily on influencer endorsements without transparent, substantiated claims risk being dismissed by consumers who are increasingly sceptical and information‑driven. The report shows that clear communication, third‑party validation, and accessible proof are now essential to winning and keeping consumer trust.
Reputation Risk For Fashion Brands For fashion brands, the findings make it clear that greenwashing directly affects both perception and performance. With 64% of consumers ready to reduce or stop purchases from brands caught greenwashing, even a single incident can have lasting effects on sales and…
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