Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

The Exploration of Green Blushing in the Fashion Industry - A Case Study of Kappahl

Zuk, Zuzanna LU and Abicht, Louise Marie Charlotte LU (2024) BUSN39 20241
Department of Business Administration
Abstract (Swedish)
Sustainability communication within the fashion industry remains constrained despite a growing focus on sustainability initiatives by brands. This master’s thesis investigates this constraint, often referred to as ‘green blushing’. Using qualitative research methods, this study examines the phenomenon through a case study of the Swedish fashion brand Kappahl. The findings reveal various factors contributing to Kappahl's limited communication about its sustainability efforts. These include prioritizing profit as the primary goal, perceiving sustainability as a new standard rendering communication unnecessary, struggling to engage consumers due to their limited interest and understanding of complex sustainability issues, and the fear of... (More)
Sustainability communication within the fashion industry remains constrained despite a growing focus on sustainability initiatives by brands. This master’s thesis investigates this constraint, often referred to as ‘green blushing’. Using qualitative research methods, this study examines the phenomenon through a case study of the Swedish fashion brand Kappahl. The findings reveal various factors contributing to Kappahl's limited communication about its sustainability efforts. These include prioritizing profit as the primary goal, perceiving sustainability as a new standard rendering communication unnecessary, struggling to engage consumers due to their limited interest and understanding of complex sustainability issues, and the fear of being labeled as a ‘greenwasher’, exacerbated by the fashion industry's poor reputation. As green blushing impedes transparency, brands are advised to refrain from it. A promising solution is the Digital Product Passport (DPP), slated for implementation by the European Union by 2030. Kappahl has initiated a pilot study for the DPP, signaling a proactive approach to enhancing sustainability communication. While this study offers valuable insights into green blushing, further research is necessary to generalize findings and explore its manifestations across diverse industries. (Less)
Please use this url to cite or link to this publication:
author
Zuk, Zuzanna LU and Abicht, Louise Marie Charlotte LU
supervisor
organization
course
BUSN39 20241
year
type
H1 - Master's Degree (One Year)
subject
language
English
id
9162657
date added to LUP
2024-06-25 13:38:33
date last changed
2024-06-25 13:38:33
@misc{9162657,
  abstract     = {{Sustainability communication within the fashion industry remains constrained despite a growing focus on sustainability initiatives by brands. This master’s thesis investigates this constraint, often referred to as ‘green blushing’. Using qualitative research methods, this study examines the phenomenon through a case study of the Swedish fashion brand Kappahl. The findings reveal various factors contributing to Kappahl's limited communication about its sustainability efforts. These include prioritizing profit as the primary goal, perceiving sustainability as a new standard rendering communication unnecessary, struggling to engage consumers due to their limited interest and understanding of complex sustainability issues, and the fear of being labeled as a ‘greenwasher’, exacerbated by the fashion industry's poor reputation. As green blushing impedes transparency, brands are advised to refrain from it. A promising solution is the Digital Product Passport (DPP), slated for implementation by the European Union by 2030. Kappahl has initiated a pilot study for the DPP, signaling a proactive approach to enhancing sustainability communication. While this study offers valuable insights into green blushing, further research is necessary to generalize findings and explore its manifestations across diverse industries.}},
  author       = {{Zuk, Zuzanna and Abicht, Louise Marie Charlotte}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Exploration of Green Blushing in the Fashion Industry - A Case Study of Kappahl}},
  year         = {{2024}},
}