Colour Psychology in Sustainable Fashion: Understanding Consumer Choices and Ethical Dimensions

Colour Psychology and Sustainable Fashion are closely linked in ways that impact consumer feelings and ethical concerns in the fashion industry.This study shows that colours have a strong psychological effect on consumers' perception of eco-conscious clothing.challenges the common belief that green or earthy tones naturally mean a product is eco-friendly.It critically studies the ethical implications of the widespread stereotype that green and earthy tones inherently signify environmental friendliness, often suggesting ecological benefit without genuine substance.This association frequently leads to "greenwashing" where brands misleadingly employ colour to get buyers to think products are green, even if they do not have an environmentally friendly effect.Such marketing strategies considerably hinder genuine sector advancement by fostering a false sense of environmental responsibility among consumers.The paper analyses how the widespread colour-based impressions affect shopping behaviour and inform knowledge of responsible production methods.Ultimately, this study shows the urgent need for increased transparency and informed consumer awareness to combat misleading marketing tactics and foster genuine progress towards a truly sustainable fashion industry.