THE VULNERABLE CONSUMER AND THE GREENWASHING ON THE FASHION INDUSTRY

The objective of this paper is to analyze the consumer's vulnerability on the face of advertising techniques that disseminate the so-called "greenwashing", aiming to induce the final products and services receiver to acquire a supposedly sustainable productive process, viewing the contemporary concern of the consumer society with the environmental theme, with theoretic emphasis on fashion industry. The problem in this research is related with the analysis of the sufficiency of the norms in facing this issue closely related to the dissemination of misleading information. Therefore, aspects of national and foreign law are addressed, with allusion to competitive issues, in addition to touching on transdisciplinary issues, such as neuroscience. The deductive method was used, with a qualitative approach in carrying out the bibliographic research. To finalize, it is concluded that, from the fragile regulation by the Brazilian consumer legislation, there is the necessity of a bill to ensure a consumer protection and the defense of competition in the face of the practice of greenwashing, privileging incentive instruments for companies with regard to the adoption of clean and transparent practices.