Mindful Messaging, marketing sustainable fashion: A qualitative analysis of product descriptions, and their effect on consumers

Abstract

This thesis aims to investigate the phenomenon of sustainable claims in marketing and its effect on consumers within the fashion industry, filling a gap in needed research. The research question is: Do fashion brands´ sustainable marketing practices and marketing language correspond, and how does this affect consumers? The research question is divided into two parts and answered through an investigation using a multi-case study of three Scandinavian brands, two individual interviews, and two focus group interviews. The interviews were influenced by the perspective of social constructionism, which was important when developing the interview guide. The results of the research methodologies provide information about the lack of correspondence between marketing language and brands' sustainable marketing initiatives. It has also been evident that some marketing uses have resulted in unintended greenwashing.

The effect of using sustainable claims and marketing language results in a higher purchasing intake of garments and allows consumers to ease their conscience when purchasing unsustainable clothes. Consumers also seem very skeptical about brands' use of marketing language, especially when it comes to sustainable claims. This thesis seeks to inspire brands to evaluate how to market for sustainable consumption and be mindful of using marketing language. This study recommends testing the marketing language to understand its effect before using it. Also, when claims are being used, it is important to follow the European Commission's ruling.