Sustainable shopping is full of contradictions. Here are ten of the most common myths — debunked with expert insight, real data, and a look at what it really means to buy better.
If you’ve ever hesitated at a checkout screen wondering whether the “conscious collection” sweater in your cart is actually doing anything for the planet, you’re not alone. Confusion and contradiction swirl around the idea of sustainable shopping, making it easy to conflate greenwashed marketing with meaningful environmental action. While consumer demand for eco-conscious products has surged in recent years, so too have the myths that distort what sustainable shopping really looks like, and what it can actually achieve.
According to a report by McKinsey & Company, more than 60 percent of consumers say they try to shop more sustainably, yet many feel overwhelmed by conflicting information and lack of transparency. “Over the past century, global consumer consumption has been a central driver of economic prosperity and growth,” the report notes.
“This success, however, also comes with social and planetary impacts that result from producing, transporting, and discarding these consumer products. It should thus carry a moral imperative, for consumers and companies alike, to understand and address these impacts to society and the planet as part of buying decisions and ESG-related actions. Product label claims — if they represent true and meaningful environmental and social action — can be an important part of fulfilling this moral imperative.”
Elizabeth Cline, author of 2012’s Overdressed: The Shockingly High Cost of Fast Fashion, points to the global fashion system’s outsized footprint: “Fashion production accounts for about eight percent of global carbon emissions,” which is more than air and maritime emissions combined, she explains in a 2023 interview. According to Cline, it’s not enough to buy the ‘green’ version of a product and call it a day. Real sustainability involves shifting how we think about consumption.
A big part of that is unlearning the common sustainability myths. These are ten of the most common myths about sustainable shopping — debunked, one by one.
Myth One: Sustainable shopping is only for the wealthy
It’s easy to associate sustainability with exclusivity, especially when eco-branded items often come with a higher price tag. But affordability is shifting. The rise of secondhand marketplaces, upcycling platforms, and rental services like ThredUp, Vestiaire Collective, and Rent the Runway are democratizing access to fashion that treads lighter on the planet. According to the ThredUp 2024 Resale Report, the global secondhand apparel market is projected to nearly double by 2027, reaching $350 billion.
Gen Z shoppers, in particular, are driving this growth. A 2023 First Insight report found that 93 percent of Gen Z consumers said a brand’s sustainability efforts influence their purchasing decisions, but that doesn’t mean they’re paying luxury prices. They’re turning to circular fashion instead.
Myth Two: Sustainable fashion isn’t stylish
Gone are the days of beige hemp sacks and shapeless silhouettes. Designers across the globe are proving that ethical fashion can be as directional, daring, and trend-forward as anything on the runway. Gabriela Hearst’s recycled cashmere knits, Stella McCartney’s mycelium leather collaborations, Prada’s Re-Nylon, and Ganni’s biomaterial collections all showcase how sustainability can be woven into every thread — without sacrificing aesthetic.
People used to think sustainability was this crunchy, granola thing, but now it’s synonymous with innovation and cultural relevance.
Myth Three: Organic cotton is the pinnacle of sustainability
Organic cotton is often hailed as the gold standard, but material alone doesn’t determine sustainability. While organic cotton reduces pesticide use and improves soil health, it is still a water-intensive crop, and is often produced far from where garments are sewn. Plus, sustainability requires looking beyond fabric to the labor conditions, energy inputs, and transportation footprint.
The Higg Index and certifications like OEKO-TEX, Fair Trade, and bluesign now offer more holistic assessments of a product’s impact. “Sustainability is all about systems and making sure we’re thinking about the entire picture so we can address a problem from all angles,” says, Nabil Nasr, Director, Golisano Institute for Sustainability, RIT.
Myth Four: Vegan fashion is always better for the environment
Vegan leather alternatives may spare animals, but many are still made from fossil fuel-based plastics like polyurethane or PVC. These materials do not biodegrade and can release microplastics into waterways.
New materials like Mirum, mycelium, and cactus leather offer promise, but experts caution against treating vegan as a synonym for sustainable. “Vegan leather’s greatest disadvantage is indeed its occasional use of plastics, which are completely non-biodegradable and would linger for eternity,” explains Earth.org. “Some would even consider the aftermath of faux leather to be worse than that of real leather.”
Myth Five: Green labels guarantee impact
Many consumers trust labels like “eco” or “sustainable” at face value, but without standardized definitions or oversight, these claims can mislead. A report by the Changing Markets Foundation found that 60 percent of environmental claims by fashion brands were unsubstantiated or misleading.
But greenwashing is still rampant. Certifications like GOTS, Fair Trade, or Cradle to Cradle can help, but brand transparency is key. And until we have legally enforceable standards, the burden is on consumers to investigate.
Myth Six: Sustainable fashion means never buying new
While reducing consumption is crucial, the goal isn’t asceticism. Sustainable shopping also means supporting brands doing the hard work to decarbonize their supply chains, pay living wages, and reduce water and chemical use.
“We all know how exciting shopping can be and the thrill that comes with wearing a new item,” says Bazaar. “But achieving that sense of newness doesn’t mean an item must be brand new — opting for vintage pieces or renting out special items for certain occasions is a smart way to get that same feeling. Vestiaire Collective, The RealReal, and 1stDibs are all great options.”
Myth Seven: Recycling old clothes solves the problem(s)
Clothing recycling is less effective than most believe. Only about 15 percent of textiles are recycled in the U.S., and much of that is downcycled into rags or insulation. Less than one percent is actually remade into new garments, according to the Ellen MacArthur Foundation.
“Currently, a minuscule fraction of textiles is actually recycled globally,” reports the Sustainability Directory. “The vast majority ends up in landfills or is incinerated. Existing infrastructure often suffers from several limitations.”
Myth Eight: If it’s made sustainably, it’s OK to overconsume
Even eco-friendly goods come with a footprint. The most sustainable outfit is the one you already own. Overconsumption — regardless of how “green” the product — drives up emissions, depletes resources, and contributes to waste.
“We can’t buy ourselves out of the problem,” Maxine Bédat, founder and director of New Standard Institute, told Fashionista. “A big part of the sustainability question is just how many garments are being produced, and having to slow that down. There will always be a natural tension for a fashion company between sales growth and addressing these issues.”
Myth Nine: Fast fashion brands can become truly sustainable
While fast fashion giants like H&M and Zara have launched conscious collections and circularity pilots, their business models depend on producing billions of garments a year. That volume is inherently unsustainable.
The fast fashion industry, driven by low costs and quick trends, shows how the planet pays the price, says the David Suzuki Foundation, “from overflowing landfills, water use and chemical run-off to climate-altering carbon emissions and microplastics.”
Myth Ten: Personal shopping choices don’t matter
It’s true that systemic change is needed, but individual decisions shape demand. When consumers support better brands, boycott greenwashing, and ask tough questions, they pressure the industry to change. Fashion is, after all, driven by trends — and sustainability is fast becoming the most influential one.
Anna Lappe, author and educator, says that every time you spend money, “you’re casting a vote for the kind of world you want.”
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