The practice of ‘greenwashing’ may be characterized as the fabrication of green claims by organizations to portray a positive image. Greenwashing has not been examined in the United Arab Emirates, and the fashion sector is considered the second largest consumer of harmful chemicals, excessive water use, and non-compliant waste management practices behind the oil and gas sector. Using in-depth semi-structured interviews with fast fashion consumers in the UAE, an exploratory qualitative inquiry was conducted with a focus on the ‘seven sins of greenwashing’ and ‘competitive altruism’ theories and the consumer perceptions of green claims made by major apparel manufacturing and retail firms in the UAE were investigated. A conceptual framework was developed to better understand the nature of corporate altruistic behavior and perceived advantages of green initiatives. The exploratory qualitative inquiry used for this study provided a great opportunity for gathering detailed information on consumer perceptions of greenwashing practices in the UAE. Future research and statistical representation are needed to cross reference the data and test the framework suggested here.

“洗绿”的做法可以被描述为组织制造绿色声明以描绘正面形象。阿拉伯联合酋长国尚未对漂绿现象进行研究，时尚行业被认为是仅次于石油和天然气行业的有害化学品、过度用水和不合规废物管理做法的第二大消费者。通过对阿联酋快时尚消费者的深入半结构化访谈，进行了探索性的定性调查，重点关注“绿色清洗的七罪”和“竞争性利他主义”理论以及消费者对主要服装绿色主张的看法阿联酋的制造和零售公司接受了调查。开发了一个概念框架，以更好地理解企业利他行为的性质和绿色倡议的感知优势。本研究使用的探索性定性调查提供了一个很好的机会，可以收集有关消费者对阿联酋漂绿做法的看法的详细信息。需要未来的研究和统计表示来交叉引用数据并测试此处建议的框架。