Shadow Behind: Greenwashing in Fast Fashion's Green Advertising Practices NYU Shanghai Interactive Media Arts Capstone Project Logbook Zhiyang Wang 1st Advisor: Prof. Marcela Godoy 2nd Advisor: Prof. Margaret Minsky Facilitators: Prof. Bogna Konior, Prof. Stavros Didakis Table of the Content Project Introduction Prototyping and Experiment Development Process Finalization Project Intro and Timeline Prototyping and Experiment Development Process Finalization Table of the Content Project Introduction Prototyping and Experiment Development Process Finalization Project Intro and Timeline Prototyping & Experiment Development Process Finalization Problem Definition & Idea Generation • The fashion industry is known for its detrimental impact on the environment, generating excessive waste and consuming massive amounts of water each year. Fast fashion has worsened this exploitation by producing significantly more clothes than in previous decades. In response to growing environmental awareness, consumers have shown a preference for sustainable products. However, some fashion brands engage in green advertising to promote their environmental responsibility, raising doubts about their true intentions. This practice, known as greenwashing, involves spending more resources on advertising green initiatives than on actually implementing environmentally sound practices. • To address the issue of greenwashing in fast fashion's green advertising, an interactive artwork approach can be employed. Previous research indicates that interactive art installations can evoke empathy and provoke critical thinking among participants, making them more receptive to sustainability concepts. The proposed project aims to expose greenwashing through interactive art, raising public awareness and urging companies to abandon deceptive practices. • To explore this topic, the project will investigate the history and theory of greenwashing and its connection to media influence. It will also explore different forms of interactive art, using case studies and experiments to determine the most effective medium for delivering the message. The ultimate goal is to create an interactive artwork that sheds light on the deceptive practices of fast fashion's green advertising and empowers the public to critically approach this phenomenon through engagement. • Literature reviews have examined greenwashing practices in various industries. For example, a study on ExxonMobil's green advertising revealed how the company used a hidden framework to construct a false image of environmental friendliness, preventing scrutiny of their practices. Another study focused on Jordanian food and beverage corporations and found that greenwashing negatively impacts consumer trust and purchase intention due to green confusion and perceived risk. Consumer awareness plays a crucial role in combating greenwashing. Uninformed consumers may fall prey to corporate media myths and believe that purchasing eco-friendly products alone is sufficient to save the planet. Therefore, it is essential to raise awareness and encourage critical thinking among consumers regarding green advertising. The interdisciplinary nature of climate change challenges necessitates a multi-disciplinary approach that includes philosophy, religion, and the arts. The arts can inspire new perspectives and imaginative solutions to environmental issues. Interactive art, with its ability to engage and immerse participants, offers a powerful tool for raising awareness and fostering understanding of complex problems like greenwashing in the fast fashion industry. The Blued Trees project serves as an example of how art can actively engage with environmental issues. Through observation, Aviva Rahmani developed an acoustic symphony called the Blued Trees Symphony, showcasing the potential of art to mediate environmental policies and promote change. • The proposed project aims to address the problem of greenwashing in fast fashion's green advertising through interactive art installations. By increasing public awareness and encouraging critical engagement, the project seeks to expose the deceptive practices and motivate companies to adopt more genuine and sustainable approaches. Through the exploration of different interactive art forms, the project aims to develop an effective medium to communicate the realities of greenwashing in fast fashion's green advertising, allowing the public to interactively learn about and confront this issue. Project Intro and Timeline Prototyping & Experiment Development Process Finalization Project Introduction "Shadow Behind: Greenwashing in Fast Fashion's Green Advertising Practices" is an innovative and thought-provoking interactive artwork that directly addresses the pervasive issue of greenwashing in the fast fashion industry. Through the seamless integration of Shadow Art and Physical Computing, this project provides viewers with a distinctive opportunity to explore the concealed realities behind sustainability claims and encourages critical thinking. The installation comprises ten meticulously crafted fabrications suspended against a white wall, with moving words commonly used in greenwashing projected onto it. Initially, only the green sustainable words are visible, symbolizing the industry's superficial promises. However, upon closer inspection, the words disappear, exposing the stark contrast between sustainable claims and actual impact. Project Intro and Timeline Prototyping & Experiment Development Process Finalization Table of the Content Project Introduction Prototyping and Experiment Development Process Finalization Project Intro and Timeline Prototyping & Experiment Development Process Finalization Initial Idea Prototype Project Intro and Timeline Prototyping & Experiment Development Process Finalization Experiment – Shadow Art Project Intro and Timeline Prototyping & Experiment Development Process Finalization Experiment – Shadow Art Project Intro and Timeline Prototyping & Experiment Development Process Finalization Table of the Content Project Introduction Prototyping and Experiment Development Development Process Process Finalization Project Intro and Timeline Prototyping & Experiment Development Process Finalization Development Process-Fabrication Project Intro and Timeline Prototyping & Experiment Development Process Finalization Development Process-Fabrication Project Intro and Timeline Prototyping & Experiment Development Process Finalization Development Process-Projector Project Intro and Timeline Prototyping & Experiment Development Process Finalization Development Process-Program Logistics Project Intro and Timeline Prototyping & Experiment Development Process Finalization Development Process-Wood Design Project Intro and Timeline Prototyping & Experiment Development Process Finalization Development Process-Assembling Project Intro and Timeline Prototyping & Experiment Development Process Finalization Table of the Content Project Introduction Prototyping and Experiment Development Process Finalization Finalization Project Intro and Timeline Prototyping & Experiment Development Process Finalization Finalization Project Intro and Timeline Prototyping & Experiment Development Process Finalization
