Sustainable Branding in the Digital Era : Analyzing the Alignment of Sustainability Initiatives with Social Media Strategies
Ahmed, Maymun Ibrahim (2024)
Ahmed, Maymun Ibrahim
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202402153021
https://urn.fi/URN:NBN:fi:amk-202402153021
Tiivistelmä
In recent years, growing environmental concerns have triggered a significant shift in consumer preferences across industries, including fashion, beauty, and personal care. Consumers now gravitate toward products emphasizing sustainability and eco-friendliness. This transformation is fueled by heightened awareness of the environmental consequences of ingredients and production methods, leading consumers to seek out brands that champion eco-friendly, natural, or organic attributes.
However, amidst this trend lies a disturbing practice known as "greenwashing," where companies employ deceptive marketing tactics to appear environmentally responsible without substantiating their claims. The term "greenwashing" was coined by environmentalist Jay Westerveld in his 1986 essay, "Greenwashing in Paradise: The Reality Behind Hotel 'Environmentalism,'" published in "In Context" magazine. It describes companies projecting environmental consciousness while obscuring their actual environmental impact. Since then, "greenwashing" has become synonymous with misleading marketing in environmental sustainability.
This thesis delves into the extent and consequences of greenwashing in the fashion industry. Utilizing a structured content analysis, it investigates the prevalence of greenwashing and its influence on consumer attitudes and purchasing behavior. The study aims to comprehensively understand greenwashing's scope and implications within the fashion sector.
The thesis also includes a literature review on sustainability in the fashion industry, greenwashing, and its effects on consumer behavior. It outlines the research methodology, presents qualitative analysis findings, and discusses implications and recommendations for consumers, fashion brands, and regulators. This research aims to contribute to the comprehension of whether sustainability claims and green initiatives promoted by fashion brands are reflected in their digital marketing strategies, particularly on social media platforms. The focus is on investigating the extent to which these efforts align with actual practices, fostering transparency and responsible communication within the fashion industry.
However, amidst this trend lies a disturbing practice known as "greenwashing," where companies employ deceptive marketing tactics to appear environmentally responsible without substantiating their claims. The term "greenwashing" was coined by environmentalist Jay Westerveld in his 1986 essay, "Greenwashing in Paradise: The Reality Behind Hotel 'Environmentalism,'" published in "In Context" magazine. It describes companies projecting environmental consciousness while obscuring their actual environmental impact. Since then, "greenwashing" has become synonymous with misleading marketing in environmental sustainability.
This thesis delves into the extent and consequences of greenwashing in the fashion industry. Utilizing a structured content analysis, it investigates the prevalence of greenwashing and its influence on consumer attitudes and purchasing behavior. The study aims to comprehensively understand greenwashing's scope and implications within the fashion sector.
The thesis also includes a literature review on sustainability in the fashion industry, greenwashing, and its effects on consumer behavior. It outlines the research methodology, presents qualitative analysis findings, and discusses implications and recommendations for consumers, fashion brands, and regulators. This research aims to contribute to the comprehension of whether sustainability claims and green initiatives promoted by fashion brands are reflected in their digital marketing strategies, particularly on social media platforms. The focus is on investigating the extent to which these efforts align with actual practices, fostering transparency and responsible communication within the fashion industry.