A Study on “Greenwashing” Behavior of Export Enterprises from the Perspective of International Green Trade

Abstract

This work examines the legal and reputational risks of “greenwashing” faced by Chinese export enterprises under evolving EU environmental compliance frameworks. It centers on the case of SHEIN’s 2025 fines in Italy and France for misleading environmental statements, arguing that such incidents transcend mere marketing failures and reveal systemic deficiencies in legal compliance. As the European Union strengthens its regulatory regime through instruments like the Green Claims Directive, merely symbolic or exaggerated environmental claims become increasingly untenable. The paper argues that for sustainable market access, Chinese exporters must proactively internalize these external green trade rules into their corporate governance structures. Specifically, it emphasizes the critical need for robust, verifiable ESG (Environmental, Social, and Governance) information disclosure systems and the alignment of external communications with actual operational practices. The research concludes that transcending superficial promotion and embedding substantive environmental compliance is not only a legal imperative for risk mitigation but also a strategic cornerstone for long-term competitiveness and sustainable development in the global marketplace. This shift represents a crucial adaptation for Chinese firms navigating the intersection of international trade, environmental regulation, and corporate accountability.