E-COMMERCE POLICY ANALYSIS TO PREVENT GREENWASHING IN ECO-FRIENDLY FASHION BRANDS

Abstract

The rapid growth of sustainaability naratives in the global fashion industry has increased the prevalence of greenwashing practice on e-conmmerce platforms. As digital intermediaries, e-commerce platform play a central role in validating green claims; however, information asymmetry remains a major obstacle for consumers in making accurate purchasing decisions. This study aims to analyze the effectiveness of curent e – commerce platform plicies and their influence on consumer mitigationn strategies as a preventive effort agains the manipulation of sustainability claims. The research methods  employed is a literature review with a critical-narrative approach. Data were collected through a systematic search of reputaable scientific database with a publications range of 2021 – 2026. The analysis was conducted through a synthetic of content findings regarding “green” feature policies on various major platforms such as Shopee, Tokopedia, Tiktokshop, Lzada, Zalora, and Farfect, to evaluate the extent to which platform information standardization can mitigate the risk in information asymmetry. The results indicate a significant gap between gren marketing features on platforms and the actual credibility of the products offered. Platform policies that are merely administrative—such as self-claim keywords without a rigorous third-party verification system—increase the burden of independent mitigation on consumers. The study concludes that strengthening platform policies through the integration of automated vetting systems and real-time verified international certifications is a crucial preventive instrument. These findings recommend a transformation of platform policies from being mere transaction facilitators to becoming credibility validators to create a more transparent and accountable fashion consumption ecosystem