Navigating greenwashing: the communication strategies of H&M Group and Inditex

Purpose This study aims to examine the main communication strategies adopted by Inditex and H&M Group to address accusations of greenwashing, focusing on how they communicate around corporate responsibility, sustainability and transparency. Design/methodology/approach This study adopts a case study design with purposive sampling of H&M Group and Inditex. Data comprise publicly available corporate communication materials (annual reports, sustainability reports and corporate websites) published between 2019 and 2023, analyzed through content and comparative analysis. Findings The results show that both companies’ strategies revolve around three pillars: transparency, responsibility and circularity. Reports provide more detailed technical information, while websites emphasize consumer awareness and stakeholder engagement. However, neither company applies a clear and comparable measurement framework for sustainability performance, and Inditex in particular was found to lack sufficient transparency. Research limitations/implications This study focuses exclusively on publicly available corporate materials, excluding other communication channels such as social media or press releases. Practical implications The findings offer insights for global fashion brands into how communication strategies can strengthen credibility in sustainability narratives and help mitigate reputational risks associated with greenwashing. Social implications By highlighting the importance of transparency and accountability, this study underscores the role of communication in shaping consumer trust and advancing sustainable practices in the fashion industry, particularly in Asian production contexts. Originality/value This study provides a communication-focused comparison of how leading fast-fashion companies address greenwashing through formal corporate disclosures. It conceptualizes sustainability communication as legitimacy management and identifies recurring strategic patterns – transparency, responsibility and circularity – while exposing limitations in measurement and comparability that affect the credibility of sustainability claims.