{"id":151349,"date":"2026-07-08T11:29:00","date_gmt":"2026-07-08T09:29:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=151349"},"modified":"2026-07-08T11:29:01","modified_gmt":"2026-07-08T09:29:01","slug":"enquete-zara-pratique-davantage-le-greenwashing-que-shein","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/enquete-zara-pratique-davantage-le-greenwashing-que-shein\/","title":{"rendered":"[Enqu\u00eate] \u00ab Zara pratique davantage le greenwashing que Shein \u00bb"},"content":{"rendered":"\n<p>C&rsquo;est <strong>Zara<\/strong> qui communique<strong> <\/strong>de la mani\u00e8re la plus trompeuse sur le d\u00e9veloppement durable et les conditions de travail. C&rsquo;est la conclusion marquante d&rsquo;une nouvelle \u00e9tude men\u00e9e par l&rsquo;HIVA-KU Leuven. Il appara\u00eet que les marques de fast fashion formulent leurs promesses de mani\u00e8re si vague que les consommateurs peuvent \u00e0 peine \u00e9valuer ce qu&rsquo;elles signifient r\u00e9ellement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Toutes sont en tort<\/h2>\n\n\n\n<p>Dans cette \u00e9tude, Zara obtient une note de 7,1 sur 10. Cette note ne mesure pas le degr\u00e9 de durabilit\u00e9 de la marque, mais l\u2019ampleur du risque de tromperie. <strong>Shein <\/strong>suit avec 6,7, <strong>H&amp;M<\/strong> avec 6,5 et <strong>Uniqlo <\/strong>avec 6,2. Selon l\u2019analyse, Zara arrive en t\u00eate, car bien que la marque communique abondamment sur la production responsable, les mat\u00e9riaux durables et l\u2019am\u00e9lioration des conditions de travail, elle n\u2019\u00e9taye pas suffisamment ces affirmations, selon les chercheurs.<\/p>\n\n\n\n<p>Les chercheurs de Louvain ont examin\u00e9 de pr\u00e8s les all\u00e9gations en mati\u00e8re de durabilit\u00e9 de Zara (filiale d\u2019Inditex), Shein, H&amp;M et Uniqlo, \u00e0 la demande de We Social Movements et de la Campagne \u00ab V\u00eatements propres \u00bb. Les chercheurs ont s\u00e9lectionn\u00e9 24 all\u00e9gations figurant sur les sites web, les r\u00e9seaux sociaux et dans les rapports des quatre groupes de mode. Selon l\u2019\u00e9tude, chacune de ces all\u00e9gations comportait <a href=\"https:\/\/hiva.kuleuven.be\/en\/research\/theme\/climateandsd\/p\/social_washing_greenwashing_fast-fashion\">un risque de \u00ab greenwashing \u00bb, de \u00ab social washing \u00bb ou de \u00ab gender washing<\/a> \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trop vagues et inv\u00e9rifiables<\/h2>\n\n\n\n<p>Selon Anouk Van Obergen, chercheuse \u00e0 l\u2019HIVA, le probl\u00e8me r\u00e9side principalement dans la formulation. Les marques revendiquent rarement des r\u00e9sultats concrets, mais mettent en avant leurs intentions et leurs visions d\u2019avenir. \u00ab Les marques parlent de leurs ambitions, <a href=\"https:\/\/www.demorgen.be\/nieuws\/niet-shein-maar-zara-is-koning-van-greenwashing-merken-pakken-het-slim-aan~bf5ed154\/\">pas de ce qu\u2019elles ont effectivement r\u00e9alis\u00e9 \u00bb<\/a>, explique-t-elle au journal De Morgen. Ce type de communication semble positif, mais laisse le consommateur dans l\u2019incertitude quant \u00e0 l\u2019impact r\u00e9el.<\/p>\n\n\n\n<p>Shein, H&amp;M et Uniqlo utilisent \u00e9galement des techniques similaires. Shein affirme notamment qu\u2019elle g\u00e9n\u00e8re \u00ab moins de d\u00e9chets \u00bb que d\u2019autres marques, qu\u2019elle s\u2019engage en faveur de l\u2019\u00e9mancipation des femmes et qu\u2019elle vise des conditions de travail \u00e9quitables. H&amp;M \u00e9voque l\u2019\u00e9galit\u00e9 des chances pour les femmes dans la cha\u00eene d\u2019approvisionnement. Uniqlo affirme vouloir \u00ab assumer ses responsabilit\u00e9s \u00bb. Les chercheurs jugent ces formulations trop g\u00e9n\u00e9rales et trop difficilement v\u00e9rifiables.<\/p>\n\n\n\n<p>Les all\u00e9gations sociales, en particulier, s\u2019av\u00e8rent risqu\u00e9es. Les trois quarts de ces all\u00e9gations concernant les salaires, le bien-\u00eatre et les conditions de travail pr\u00e9sentent un risque \u00e9lev\u00e9 de \u00ab social washing \u00bb, car elles restent vagues et peu \u00e9tay\u00e9es. Sur le plan environnemental, selon l\u2019\u00e9tude, les marques font d\u00e9j\u00e0 preuve de plus de retenue qu\u2019auparavant : environ un tiers des all\u00e9gations \u00e9cologiques comportent un risque \u00e9lev\u00e9 de \u00ab greenwashing \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Vaut-il mieux se taire, alors ?<\/h2>\n\n\n\n<p>Ce r\u00e9sultat est frappant, car Shein, en particulier, a incarn\u00e9 ces derni\u00e8res ann\u00e9es la d\u00e9rive de la mode ultra-rapide. En France, la plateforme chinoise fait m\u00eame l\u2019objet d\u2019une interdiction de publicit\u00e9. L\u2019Europe travaille par ailleurs \u00e0 l\u2019\u00e9laboration de r\u00e8gles plus strictes pour lutter contre le \u00ab greenwashing \u00bb. La Commission europ\u00e9enne a pr\u00e9c\u00e9demment estim\u00e9 que 42 % des all\u00e9gations \u00e9cologiques formul\u00e9es en ligne par les marques \u00e9taient exag\u00e9r\u00e9es, inexactes ou trompeuses.<\/p>\n\n\n\n<p>La question se pose toutefois de savoir si les entreprises ne feraient pas mieux de ne rien dire sur la durabilit\u00e9 ? L\u2019une des raisons pour lesquelles Zara obtient un score inf\u00e9rieur \u00e0 celui de Shein est en effet que la cha\u00eene Inditex promet justement davantage de durabilit\u00e9. Elle ne parvient pas \u00e0 \u00e9tayer suffisamment ces all\u00e9gations, mais cela ne signifie pas pour autant qu\u2019elle soit n\u00e9cessairement la plus grande pollueuse\u2026 Les chercheurs ne plaident en tout cas pas pour le silence, mais pour des preuves.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>C&rsquo;est Zara qui communique de la mani\u00e8re la plus trompeuse en mati\u00e8re de d\u00e9veloppement durable et de conditions de travail. C&rsquo;est l\u00e0 le r\u00e9sultat marquant d&rsquo;une nouvelle \u00e9tude men\u00e9e par l&rsquo;HIVA-KU Leuven. Il appara\u00eet que les marques de fast fashion formulent leurs promesses de mani\u00e8re si vague que les consommateurs peuvent \u00e0 peine \u00e9valuer ce qu&rsquo;elles signifient r\u00e9ellement. <\/p>\n","protected":false},"author":5,"featured_media":151350,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[745],"people":[],"extra":[43],"company":[526,571,713,406],"topic":[275,373],"region":[],"class_list":{"0":"post-151349","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"tag-greenwashing","10":"extra-plus","11":"company-hm","12":"company-shein","13":"company-uniqlo","14":"company-zara","15":"topic-analyse","16":"topic-durabilite"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Enqu\u00eate] \u00ab Zara pratique davantage le greenwashing que Shein \u00bb - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"C&#039;est Zara qui communique de la mani\u00e8re la plus trompeuse sur le d\u00e9veloppement durable et les conditions de travail. 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