Fashion companies and brands’ marketing activities focus on resolving environmental problems; however, these companies’ efforts, there are some examples of so-called “greenwashing”. This paper aims to analyze different perceptions of brand authenticity, green marketing, and purchase intention toward the brand before and after exposure to case information about greenwashing. A total of 211 data were gathered and analyzed using SPSS 25.0. Respondents were asked to respond to same questionnaires related to green marketing and the brand authenticity before and after their exposure to greenwashing information. The study participants’ perceptions of green marketing from the brand were statistically significantly negatively changed after exposure compared to before exposure. Similar patterns in results were found in the context of consumers’ perception of brand authenticity (genuineness, originality, and consistency), and purchase intention. The originality of this study is in evaluating consumers’ perception of greenwashing focused on brand authenticity. The findings of the study suggest that if a fashion brand’s green marketing activity is perceived as greenwashing by consumers, the perceptions of green marketing, brand authenticity, and purchase intention can all decline. It is suggested that fashion brands need to develop a sincere and truthful green marketing campaigns to keep and enhance their brand authenticity.

This study presented a making method of jeans pattern with high fitness after deriving the appropriate shrinkage rate by material and washing process. For this purpose of this study, 6 jeans have been tested after washing finishing and we turned out appropriate shrinkage rate by evaluating the exterior of jeans and usage satisfaction. Then, a making method of jeans pattern was presented after applying the optimized shrinkage rate. According to the result of the exterior evaluation of test jeans, all 6 jeans were rated high with scores close to 3.5. Following the evaluation of satisfaction of usage by physical movement, the highest ranking was in the order of walking with normal steps, back bending 90°, chair sitting, climbing stairs, and squatting. The shrinkage rate by physical area showed the highest score in the order of pants length, waist circumference, thigh circumference, knee circumference, hem circumference, hips circumference. In addition, the shrinkage rate was higher in warp direction than weft direction after washing finishing. As for the result of addition and reduction of pattern measurements by parts of jeans, waist circumference was 2.6～5.2cm, hips circumference was 1.3～4.2cm, thigh circumference was 0.8～ 3.1cm and knee circumference was 0.7～2.5cm. Also, hem circumference was 0.5～1.8cm and pants length was 4.0～6.2cm. That is, this results showed a wide range of addition and reduction according to material and washing finishing.