The "Eco-Chameleon" Effect in Fast Fashion: Assessing Consumer Deception Risks via a Multi-Criteria Approach

Akın M. S., Eti S.

Journal of Applied and Theoretıcal Social Sciences, cilt.8, sa.1, ss.78-104, 2026 (TRDizin)

Özet

Abstract

Introduction: Sustainability has emerged as a central concern in marketing science. In the fast fashion industry, however, it is complicated by widespread greenwashing practices. Although existing literature primarily evaluates greenwashing through linguistic ambiguities and corporate motivations, a deeper understanding of its perceptual dynamics remains necessary. The present study integrates marketing analytics with greenwashing tactics to investigate the mechanisms underlying manipulative environmental claims and their effects on consumer deception.

Method: A quantitative and updated multi-criteria approach was employed using the Simple Weight Calculation (SIWEC) method. Seven distinct greenwashing tactics were evaluated by marketing experts and ranked through SIWEC, systematically assessing their relative influence on consumer perception and the associated risks of consumer deception.

Results or Findings: The results indicate that "False Labeling" and "Visual Manipulation" are the most influential tactics used to mislead consumers. The analysis demonstrates that, instead of relying exclusively on text-based claims, companies are increasingly employing non-verbal, nature-themed visual fabrications, referred to as "Eco-Chameleon" strategies, to manipulate consumer perceptions.

Discussion or Conclusion: In contrast to traditional research that primarily emphasises linguistic deception, the study highlights the influential manipulative role of visual imitation on the consumer decision-making process. The findings have substantial implications for marketing practitioners and policymakers, indicating that regulatory frameworks should be updated to explicitly address visual semiotics in addition to reported sustainability claims to enhance market transparency and protect consumer welfare.