Fast fashion retailers are amplifying sustainability claims to soften consumer guilt and legitimize heavy buying during peak shopping periods, according to new research from the University of Vaasa.
The study analyzed 401 social media posts from H&M and Lindex and found that both brands leaned on visual cues, selective language, and influencer partnerships to present themselves as environmentally responsible.
Researchers said this strategy allows companies to maintain a moral veneer while continuing practices linked to overproduction, labor concerns, and environmental damage.
Influencers played a central role by framing discounted purchases as practical and by highlighting charitable or environmental initiatives.
The researchers said these narratives help position shopping as both economically and ethically sound despite the underlying supply chain issues that define fast fashion.
The findings underscore a widening gap between marketing and operational reality. The authors warned that sustainability messaging often masks the industry’s structural problems, including rapid production cycles and weak oversight of labor conditions.
The study argues that meaningful progress will require regulatory intervention and stricter marketing standards.
The researchers said responsibility extends beyond consumers to designers, retailers, and policymakers who shape the incentives and norms of the sector.
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