From Greenwashing to Green Trust

As sustainability gains relevance in consumer decision-making, brands increasingly adopt environmental narratives to engage conscious audiences. However, the prevalence of greenwashing, misleading or exaggerated claims about environmental practices, has raised concerns about credibility, particularly in the fashion industry. This study aims to explore how marketing strategies can foster trust in sustainable brand communication. A structured literature review (SLR) was conducted using the Web of Science (WoS) database, resulting in the selection and analysis of 15 peer-reviewed articles. These were categorized into three thematic clusters: perceptions of authentic sustainability, sustainable authenticity in luxury branding, and ethics and consumer engagement. Findings reveal that trust is not built solely through sustainability claims, but through consistent, transparent, and ethically grounded communication. Younger consumers, especially, display high sensitivity to inconsistencies between brand discourse and action. The study proposes an integrative framework that positions ethics and consumer engagement as central mediators in the construction of green trust. This framework highlights the need for brands to move from performative declarations to participatory and value-driven narratives, in which consumers co-create meaning and legitimacy. The research contributes to current literature by synthesizing diverse perspectives on sustainable branding and offering strategic guidelines to help brands distinguish themselves from greenwashing practices and build enduring trust.