Abstract
This paper offers a sociological critique of Canada’s Bill C-59, which seeks to curb greenwashing in the apparel industry by requiring verifiable evidence for environmental and sustainability claims. Drawing on frameworks such as the treadmill of production, environmental managerialism, and phases of greenwashing, the study situates the legislation within the structural dynamics of capitalist production and a culture of consumption that prioritizes growth over systemic change. Through a case study of Lululemon’s “Be Planet” campaign, the analysis reveals persistent gaps between corporate sustainability narratives and actual practices, underscoring the limits of regulatory interventions in transforming entrenched business models. While Bill C-59 represents a significant step toward accountability, its focus on corporate communications does not fully address the root causes of environmental degradation. The paper proposes measures to enhance the bill’s effectiveness, including standardized verification of claims, transparency portals, financial support for SMEs, and public engagement strategies. These recommendations aim to promote genuine sustainability and social equity in the Canadian apparel sector.
Presenters
Jason PangStudent, MSc in Sustainability Management, University of Toronto, Ontario, Canada
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Economic, Social, and Cultural Context
KEYWORDS
Bill C-59, Greenwashing, Canadian apparel industry, Environmental claims, Sustainability regulation
