Titel
Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram
Autor*in
Abstract
Growing awareness of the fashion industry’s negative impact on people and the environment has led to considerable growth of the sustainable fashion market. At the same time, Black Friday purchases increase annually as the sales event develops into a global phenomenon. As sustainable fashion brands are choosing to participate in the event, many communicate their offers via the social media platform Instagram. To gain a competitive advantage and maintain their sustainable corporate images, some brands use greenwashing and/or bluewashing strategies. The first part of this study explores which strategies were employed in Instagram content posted by sustainable brands, using quantitative and qualitative content analysis. We propose a research-based model of nine greenwashing/bluewashing strategies. The second part of the study examines predictive factors for consumer evaluations of Black Friday ads by sustainable brands, using an online survey and a stepwise multiple regression analysis. Findings show that consumers’ critical attitude towards Black Friday and high ad skepticism predict positive evaluations while sustainable purchase behavior predicts negative evaluations. These insights suggest that ‘sustainable’ Black Friday campaigns may appeal to consumers who show a general concern for the environment and issues of social sustainability, but not to those who exhibit actual sustainable behavior.
Stichwort
sustainabilitymarketinggreenwashingbluewashingsustainable fashionsocial media advertisingBlack Fridayconsumer evaluationgreen involvementad skepticism
Objekt-Typ
Sprache
Englisch [eng]
Persistent identifier
phaidra.univie.ac.at/o:1623721
Erschienen in
Titel
Sustainability
Band
14
Ausgabe
3
ISSN
2071-1050
Erscheinungsdatum
2022
Publication
MDPI AG
Erscheinungsdatum
2022
Zugänglichkeit
Rechte
Rechteangabe
© 2022 by the authors
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