Skip to main content


Log in

Consumer perceptions of greenwashing: lessons learned from the fashion sector in the UAE

  • Published:
Asian Journal of Business Ethics Aims and scope Submit manuscript


The practice of ‘greenwashing’ may be characterized as the fabrication of green claims by organizations to portray a positive image. Greenwashing has not been examined in the United Arab Emirates, and the fashion sector is considered the second largest consumer of harmful chemicals, excessive water use, and non-compliant waste management practices behind the oil and gas sector. Using in-depth semi-structured interviews with fast fashion consumers in the UAE, an exploratory qualitative inquiry was conducted with a focus on the ‘seven sins of greenwashing’ and ‘competitive altruism’ theories and the consumer perceptions of green claims made by major apparel manufacturing and retail firms in the UAE were investigated. A conceptual framework was developed to better understand the nature of corporate altruistic behavior and perceived advantages of green initiatives. The exploratory qualitative inquiry used for this study provided a great opportunity for gathering detailed information on consumer perceptions of greenwashing practices in the UAE. Future research and statistical representation are needed to cross reference the data and test the framework suggested here.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Similar content being viewed by others

Data availability

We wish to confirm that the data being reported is accurate and due consideration has been given to the protection of intellectual property associated with this work and that there are no impediments to publication.

Code availability

We wish to confirm that the software used for data analysis is NVivo 12, we can also confirm that the NVivo coding and analysis is available and can be produced for verification anytime based on request.


Download references

Author information

Authors and Affiliations


Corresponding author

Correspondence to Sufia Munir.

Ethics declarations

Conflict of interest

The authors declare no competing interests.

Additional information

Publisher’s note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.



Table 4

Table 4 Systematic review of the literature

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Munir, S., Mohan, V. Consumer perceptions of greenwashing: lessons learned from the fashion sector in the UAE. Asian J Bus Ethics 11, 1–44 (2022).

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: