サステナビリティのストーリーテリングから検証されたインパクトへ：Tentreeの事例研究

Unofficial AI-generated summary based on the public title and abstract. Not an official translation.

🔬研究者:活動ベースと成果ベースの主張の区別に関する理論的枠組みを提供。

🏢実務担当者:自然関連主張の検証と報告の実践的チェックリストを提供。

🏛政策担当者:グリーンウォッシュ規制や開示基準の設計に示唆を与える。

Sustainable apparel brands increasingly employ environmental claims to differentiate themselves in markets shaped by climate concern, consumer skepticism, and heightened scrutiny of greenwashing. Nature-based claims, particularly tree planting and ecosystem restoration, are attractive because they are tangible, emotionally resonant, and easy to communicate. However, the number of trees planted does not, by itself, demonstrate durable climate, biodiversity, or community outcomes. This article examines how sustainable apparel brands can move nature-based sustainability claims from activity-based storytelling to verified impact reporting. It uses a conceptual, illustrative case-based analysis of Tentree, a Canadian sustainable apparel brand, drawing on literature on sustainable fashion, greenwashing, consumer trust, nature-based solutions, and sustainability assurance. The analysis identifies five requirements for credible nature-based claims: clear claim definition, transparent evidence, independent verification and assurance, outcome-based reporting, and accountability for limitations and risks. Tentree’s 2024 Impact Report demonstrates meaningful progress through specific tree-planting figures, restoration partnerships, sustainability certifications, carbon-footprint reporting, material traceability, and emerging nature-related disclosure commitments. The case also indicates that future credibility could be strengthened through consistent project-level disclosure of survival rates, carbon and biodiversity outcomes, evidence of additionality, leakage-risk assessment, and corrective actions for restoration projects that underperform. The article contributes to sustainable marketing and corporate sustainability literature by distinguishing activity-based claims from outcome-based impact reporting and by offering practical guidance for more transparent, verified sustainability communication.

• semanticscholar https://ccsenet.org/journal/index.php/ijbm/article/download/0/0/53596/58488first seen 2026-09-04 05:49:16