ABSTRACT
This chapter focuses on the strongest trend in fashion and cosmetics: the organic/bio trend. In the French market, for instance, the most developed trend concerning green products is the organic one, led by a spectacular boom in organic food, which is considered healthier and of better quality. The shampoo, which was claimed to be ‘organic’ but with no official guarantee, was at a disadvantage in terms of image, purchase intention and estimated price. Participants discussed in depth the difference between organic fashion and green fashion. Research which has been conducted on consumers’ reasons for choosing green products in general is detailed and conclusive, although fashion and beauty products have been neglected. Eco-labels identify products which meet certain standards regarding ingredients and processes of manufacturing that preserve humans, animals and the environment. Deception very often arises from a misunderstanding of the nature of green products or from exaggerated claims by the industry.
