Fake Brands and Fake Green Products – Unveiling Hidden Truths of Marketing

Can counterfeit products be seen as doing more social good than their genuine counterparts? We find that heightened income inequality strengthens consumers’ perception that counterfeits help restore equality in the marketplace. We coined this perception the egalitarian value of counterfeits. This perceived egalitarian value, in turn, drives consumers’ preference to purchase counterfeit over genuine branded products, especially among those who endorse social equality over hierarchy as their personal values. Our findings thus identify a novel link between two growing societal issues.

Greenwashing in the fashion world is becoming more and more common. In this talk, I aim to map how discourses about technology and time are used by fast fashion companies in order to greenwash. Why are utopias of sustainability being communicated? What is the role of futuristic clothes? Come to my talk find out!