64% of Canadians Would Stop Buying from Brands Caught Greenwashing

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…