The aim of this thesis was to investigate the definition and manifestations of greenwashing in the context of Finnish slow fashion companies, with the purpose of promoting awareness of ethical fashion and greenwashing. The thesis was commissioned by Häme University of Applied Sciences' School of Business.

The theoretical section familiarizes the reader with the manifestations of greenwashing in the clothing industry and illustrates its occurrence in slow fashion through practical examples. The research section was conducted using a qualitative approach, consisting of a questionnaire survey that used a survey tool. The aim of the research was to deepen the understanding of the factors that lead to greenwashing from the perspective of marketing professionals. It also aimed to determine how marketing professionals working in the context of slow fashion companies consider responsibility in their work, as well as identify what causes misleading messages about responsibility and greenwashing. The survey was distributed to marketing professionals working in the slow fashion industry via LinkedIn messages, and the response period lasted two weeks.

The outcomes of the research revealed that there are multiple reasons behind greenwashing, including indifference, intentionality, and mistakes. The study also unveiled that greenwashing occurs due to the different attitudes and views of individual people, as well as how a company communicates its responsibility internally. To recognize greenwashing in responsible marketing, consumers must be aware of a company's operations, the various greenwashing techniques, and the ways through which companies try to create responsible images.