Like it or Leave it: Identity and Engagement: Consumers’ Interpretation of Sustainability Messages From Fast Fashion Brands on Social Media
(2024) BUSN39 20241Department of Business Administration
- Abstract
- Despite growing interest in sustainable communication, current research provides limited insights into
how consumers perceive sustainable communication from fast fashion brands. Existing studies broadly
address sustainable communication on social media but rarely focus on specific industries. White et al.
(2017) noted that consumer reactions to CSR initiatives remain underexplored, particularly in the
fashion sector. Our research aims to address this gap by investigating how consumers express their
identities related to sustainability on social media, specifically in response to sustainability initiatives
by fast fashion brands. Using qualitative methods, we seek to understand the nuances of authentic
sustainable communication and... (More) - Despite growing interest in sustainable communication, current research provides limited insights into
how consumers perceive sustainable communication from fast fashion brands. Existing studies broadly
address sustainable communication on social media but rarely focus on specific industries. White et al.
(2017) noted that consumer reactions to CSR initiatives remain underexplored, particularly in the
fashion sector. Our research aims to address this gap by investigating how consumers express their
identities related to sustainability on social media, specifically in response to sustainability initiatives
by fast fashion brands. Using qualitative methods, we seek to understand the nuances of authentic
sustainable communication and consumer reactions. More specifically, we executed nethnography and
thematic content analysis, leveraging Instagram posts from the fast fashion brands and Reddit forums
related to our research topic. To analyze this data, we performed thematic content analysis. This study
aims to enrich both academic research and industry practices by highlighting the significant role of
language and communication in shaping consumer identities in the digital age. More specifically, this
research paper aims to explore how consumers communicate and shape their identities related to
sustainability on social media, focusing on their engagement with sustainability efforts by fast fashion
brands. The fast fashion industry, known for its significant societal and environmental impact, was
chosen due to its influence on consumer behavior and attitudes. Fast fashion brands, with their rapid
production cycles and mass marketing, play a crucial role in shaping consumer perceptions.
Economically, they create jobs, especially in developing countries, and contribute to the global
economy. They also democratize fashion by making it accessible and affordable, influencing cultural
norms and identities worldwide. However, the industry's environmental and ethical practices have come
under scrutiny, making it an ideal subject for studying sustainability messaging. This study examines
how consumers engage with sustainability messages from fast fashion brands on social media, aiming
to illuminate the intersection of consumer culture, corporate responsibility, and digital communication.
The fast fashion industry faces a dilemma in balancing authentic sustainability efforts with effective
communication to avoid greenwashing and maintain credibility. Social media plays a dual role as a
powerful communication tool and a potential source of skepticism. Brands like Zara and H&M must
navigate the challenge of conveying genuine sustainability efforts amidst heightened consumer scrutiny.
Ultimately, this research seeks to provide insights into how consumers engage with and interpret
sustainability messages from fast fashion brands on social media platforms while shaping and
expressing their identity. The limitations of this paper stem from the qualitative netnographic approach,
which potentially limits the generalizability of the findings and using netnography highlights
communicative content within online communities but not all consumer actions. Moreover, focusing
only on Zara and H&M excludes broader market dynamics, and omitting TikTok overlooks emerging
trends. However, this thesis lays a foundation for future research to build upon, aiding in steering the
sustainability debate and the world towards a greener future. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9162381
- author
- Sykja, Dalina LU and Vervelde, Elizaberthe Adriane Jorina LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Communication, Fast Fashion, Social Media, Consumer Engagement, Social Identity Theory, Sustainability, eWOM, Responsibility, Language, Consumption, Netnography
- language
- English
- id
- 9162381
- date added to LUP
- 2024-06-25 13:37:50
- date last changed
- 2024-06-25 13:37:50
@misc{9162381,
abstract = {{Despite growing interest in sustainable communication, current research provides limited insights into
how consumers perceive sustainable communication from fast fashion brands. Existing studies broadly
address sustainable communication on social media but rarely focus on specific industries. White et al.
(2017) noted that consumer reactions to CSR initiatives remain underexplored, particularly in the
fashion sector. Our research aims to address this gap by investigating how consumers express their
identities related to sustainability on social media, specifically in response to sustainability initiatives
by fast fashion brands. Using qualitative methods, we seek to understand the nuances of authentic
sustainable communication and consumer reactions. More specifically, we executed nethnography and
thematic content analysis, leveraging Instagram posts from the fast fashion brands and Reddit forums
related to our research topic. To analyze this data, we performed thematic content analysis. This study
aims to enrich both academic research and industry practices by highlighting the significant role of
language and communication in shaping consumer identities in the digital age. More specifically, this
research paper aims to explore how consumers communicate and shape their identities related to
sustainability on social media, focusing on their engagement with sustainability efforts by fast fashion
brands. The fast fashion industry, known for its significant societal and environmental impact, was
chosen due to its influence on consumer behavior and attitudes. Fast fashion brands, with their rapid
production cycles and mass marketing, play a crucial role in shaping consumer perceptions.
Economically, they create jobs, especially in developing countries, and contribute to the global
economy. They also democratize fashion by making it accessible and affordable, influencing cultural
norms and identities worldwide. However, the industry's environmental and ethical practices have come
under scrutiny, making it an ideal subject for studying sustainability messaging. This study examines
how consumers engage with sustainability messages from fast fashion brands on social media, aiming
to illuminate the intersection of consumer culture, corporate responsibility, and digital communication.
The fast fashion industry faces a dilemma in balancing authentic sustainability efforts with effective
communication to avoid greenwashing and maintain credibility. Social media plays a dual role as a
powerful communication tool and a potential source of skepticism. Brands like Zara and H&M must
navigate the challenge of conveying genuine sustainability efforts amidst heightened consumer scrutiny.
Ultimately, this research seeks to provide insights into how consumers engage with and interpret
sustainability messages from fast fashion brands on social media platforms while shaping and
expressing their identity. The limitations of this paper stem from the qualitative netnographic approach,
which potentially limits the generalizability of the findings and using netnography highlights
communicative content within online communities but not all consumer actions. Moreover, focusing
only on Zara and H&M excludes broader market dynamics, and omitting TikTok overlooks emerging
trends. However, this thesis lays a foundation for future research to build upon, aiding in steering the
sustainability debate and the world towards a greener future.}},
author = {{Sykja, Dalina and Vervelde, Elizaberthe Adriane Jorina}},
language = {{eng}},
note = {{Student Paper}},
title = {{Like it or Leave it: Identity and Engagement: Consumers’ Interpretation of Sustainability Messages From Fast Fashion Brands on Social Media}},
year = {{2024}},
}