{"id":151335,"date":"2026-07-08T11:16:20","date_gmt":"2026-07-08T09:16:20","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=151335"},"modified":"2026-07-08T11:16:22","modified_gmt":"2026-07-08T09:16:22","slug":"onderzoek-zara-is-grotere-greenwasher-dan-shein","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/mode\/onderzoek-zara-is-grotere-greenwasher-dan-shein\/","title":{"rendered":"[Onderzoek] &#8220;Zara is grotere greenwasher dan Shein&#8221;"},"content":{"rendered":"\n<p><strong>Zara <\/strong>communiceert het meest misleidend over duurzaamheid en arbeidsomstandigheden. Dat is het opvallende resultaat van nieuw onderzoek van HIVA-KU Leuven. Fastfashionmerken formuleren hun beloftes zo vaag dat consumenten nauwelijks kunnen inschatten wat ze nu echt betekenen, zo blijkt. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Allemaal in de fout<\/h2>\n\n\n\n<p>Zara haalt in het onderzoek een score van 7,1 op 10. Die score meet niet hoe duurzaam het merk is, maar hoe groot het risico op misleiding is. <strong>Shein <\/strong>volgt met 6,7, <strong>H&amp;M<\/strong> met 6,5 en <strong>Uniqlo <\/strong>met 6,2. Zara spant volgens de analyse de kroon, omdat het merk weliswaar uitgebreid communiceert over verantwoord produceren, duurzame materialen en betere omstandigheden voor arbeiders, maar die claims volgens de onderzoekers onvoldoende onderbouwt.<\/p>\n\n\n\n<p>De Leuvense onderzoekers namen duurzaamheidsclaims van Inditex-dochter Zara, Shein, H&amp;M en Uniqlo onder de loep, in opdracht van We Social Movements en de Schone Kleren Campagne. De onderzoekers selecteerden 24 claims op websites, sociale media en in rapporten van de vier modegroepen. Elk van die claims hield volgens het onderzoek <a href=\"https:\/\/hiva.kuleuven.be\/en\/research\/theme\/climateandsd\/p\/social_washing_greenwashing_fast-fashion\">een risico op greenwashing, social washing of gender washing<\/a> in.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Te vaag en oncontroleerbaar<\/h2>\n\n\n\n<p>Volgens HIVA-onderzoeker Anouk Van Obergen ligt het probleem vooral in de formulering. Merken claimen zelden harde resultaten, maar pakken uit met intenties en toekomstbeelden. \u201cMerken spreken over hun ambities, <a href=\"https:\/\/www.demorgen.be\/nieuws\/niet-shein-maar-zara-is-koning-van-greenwashing-merken-pakken-het-slim-aan~bf5ed154\/\">niet over zaken die ze effectief bereikt hebben<\/a>\u201d, zegt ze aan De Morgen. Zulke communicatie klinkt positief, maar laat de consument in het ongewisse over de werkelijke impact.<\/p>\n\n\n\n<p>Ook Shein, H&amp;M en Uniqlo gebruiken vergelijkbare technieken. Shein zegt onder meer dat het \u201cminder afval\u201d veroorzaakt dan andere merken, zich inzet voor vrouwenemancipatie en eerlijke arbeidsomstandigheden nastreeft. H&amp;M spreekt over gelijke kansen voor vrouwen in de toeleveringsketen. Uniqlo zegt dat het \u201czijn verantwoordelijkheid\u201d wil nemen. De onderzoekers noemen die formuleringen te algemeen en te weinig controleerbaar.<\/p>\n\n\n\n<p>Vooral sociale claims blijken risicovol. Driekwart van die claims over lonen, welzijn en arbeidsomstandigheden vertoont een hoog risico op social washing, omdat ze vaag en weinig onderbouwd blijven. Op milieuvlak houden merken zich volgens het onderzoek al meer in dan vroeger: ongeveer een derde van de groene claims draagt een hoog risico op greenwashing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Dan beter zwijgen?<\/h2>\n\n\n\n<p>De uitkomst valt op omdat vooral Shein de voorbije jaren symbool stond voor de ontsporing van ultra-fastfashion. In Frankrijk geldt voor het Chinese platform zelfs een reclameverbod. Europa werkt bovendien aan strengere regels om greenwashing aan banden te leggen. De Europese Commissie becijferde eerder dat 42% van de groene claims die merken online maken overdreven, onjuist of bedrieglijk is.<\/p>\n\n\n\n<p>De vraag rijst echter of bedrijven dan maar beter niks zeggen over duurzaamheid? E\u00e9n van de redenen waarom Zara slechter scoort dan Shein is immers dat de Inditex-keten net m\u00e9\u00e9r duurzaamheid belooft. Ze kan die claims onvoldoende hard maken, maar dat betekent niet dat het ook per se de grootste vervuiler is&#8230; De onderzoekers pleiten alvast niet voor stilte, maar voor bewijs.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Zara communiceert het meest misleidend over duurzaamheid en arbeidsomstandigheden. Dat is het opvallende resultaat van nieuw onderzoek van HIVA-KU Leuven. Fastfashionmerken formuleren hun beloftes zo vaag dat consumenten nauwelijks kunnen inschatten wat ze nu echt betekenen, zo blijkt. <\/p>\n","protected":false},"author":5,"featured_media":143783,"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],"tags":[745],"people":[],"extra":[43],"company":[526,571,713,406],"topic":[275,273],"region":[],"class_list":["post-151335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mode","tag-greenwashing","extra-plus","company-hm","company-shein","company-uniqlo","company-zara","topic-analyse","topic-duurzaamheid"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Onderzoek] &quot;Zara is grotere greenwasher dan Shein&quot; - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Zara communiceert het meest misleidend over duurzaamheid en arbeidsomstandigheden. 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