Advanced

Green is the New Normal - An exploratory study of how slow fashion companies encourage normalization of sustainability initiatives in the retail store

Yao, Xinyi LU and Phan, Jennifer LU (2019) BUSN39 20191
Department of Business Administration
Abstract
Title: Green is the new normal: An exploratory study of how slow fashion companies encourage normalization of sustainability initiatives in the retail store

Date of seminar: June 5th 2019

Course name: BUSN39 Degree Project in Global Marketing

Authors: Jennifer Phan & Xinyi Yao

Supervisor: Andrea Lucarelli

Key words: social normalization, social and personal norms, communication strategies, sustainability retailing, slow fashion

Thesis purpose: The purpose of this study is to explore how slow fashion retailers are using communication strategies in the store to encourage normalization of sustainability initiatives. The aim is to use these findings to conceptualize normalization strategies by connecting it with communication... (More)
Title: Green is the new normal: An exploratory study of how slow fashion companies encourage normalization of sustainability initiatives in the retail store

Date of seminar: June 5th 2019

Course name: BUSN39 Degree Project in Global Marketing

Authors: Jennifer Phan & Xinyi Yao

Supervisor: Andrea Lucarelli

Key words: social normalization, social and personal norms, communication strategies, sustainability retailing, slow fashion

Thesis purpose: The purpose of this study is to explore how slow fashion retailers are using communication strategies in the store to encourage normalization of sustainability initiatives. The aim is to use these findings to conceptualize normalization strategies by connecting it with communication strategies in fashion retail setting.

Methodology: This study was based upon multiple case studies where three case companies within slow fashion were chosen. A qualitative method with an abductive approach was applied in this study to explore in-depth information about the selected cases.

Theoretical perspective: This study is based on the existing theories of social normalization, sustainability marketing and retailing, along with communication strategies in the fashion retailing context. A theoretical framework, which is called the normalization process model, is created based on the linkage of the above theories to guide the study and answer the research question.

Empirical data: Nine semi-structured interviews with managers on both the corporate and store level as well as nine in-store observations were conducted.

Conclusions: A revised model of the normalization process was built based on the analysis and discussion of the communication strategies addressing both the customers and the staff of the companies and their impacts on social and personal norms. It contributed to the extension of social normalization theory by the application in the slow fashion industry context, and at the same time provided communication strategies for managers on both the corporate and store level to normalize sustainability initiatives. (Less)
Please use this url to cite or link to this publication:
author
Yao, Xinyi LU and Phan, Jennifer LU
supervisor
organization
course
BUSN39 20191
year
type
H1 - Master's Degree (One Year)
subject
keywords
social normalization, social and personal norms, communication strategies, sustainability retailing, slow fashion
language
English
id
8979889
date added to LUP
2019-08-13 13:04:42
date last changed
2019-08-13 13:04:42
@misc{8979889,
  abstract     = {Title: Green is the new normal: An exploratory study of how slow fashion companies encourage normalization of sustainability initiatives in the retail store

Date of seminar: June 5th 2019

Course name: BUSN39 Degree Project in Global Marketing

Authors: Jennifer Phan & Xinyi Yao

Supervisor: Andrea Lucarelli

Key words: social normalization, social and personal norms, communication strategies, sustainability retailing, slow fashion

Thesis purpose: The purpose of this study is to explore how slow fashion retailers are using communication strategies in the store to encourage normalization of sustainability initiatives. The aim is to use these findings to conceptualize normalization strategies by connecting it with communication strategies in fashion retail setting.

Methodology: This study was based upon multiple case studies where three case companies within slow fashion were chosen. A qualitative method with an abductive approach was applied in this study to explore in-depth information about the selected cases. 

Theoretical perspective: This study is based on the existing theories of social normalization, sustainability marketing and retailing, along with communication strategies in the fashion retailing context. A theoretical framework, which is called the normalization process model, is created based on the linkage of the above theories to guide the study and answer the research question.

Empirical data: Nine semi-structured interviews with managers on both the corporate and store level as well as nine in-store observations were conducted. 

Conclusions: A revised model of the normalization process was built based on the analysis and discussion of the communication strategies addressing both the customers and the staff of the companies and their impacts on social and personal norms. It contributed to the extension of social normalization theory by the application in the slow fashion industry context, and at the same time provided communication strategies for managers on both the corporate and store level to normalize sustainability initiatives.},
  author       = {Yao, Xinyi and Phan, Jennifer},
  keyword      = {social normalization,social and personal norms,communication strategies,sustainability retailing,slow fashion},
  language     = {eng},
  note         = {Student Paper},
  title        = {Green is the New Normal - An exploratory study of how slow fashion companies encourage normalization of sustainability initiatives in the retail store},
  year         = {2019},
}