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A Comunicação das Práticas de Sustentabilidade nas Marcas Portuguesas de Moda no Setor do Vestuário
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Abstract(s)
A sustentabilidade é um tema muito atual, que reflete a preocupação da sociedade pelo futuro do planeta. A indústria da moda gera impacto nos três grandes pilares da sustentabilidade: ambiental, social e económica – triple bottom line. O consumidor final conhece as práticas de sustentabilidade das marcas pela comunicação das mesmas. Esta comunicação é feita cada vez mais através de meios digitais. A metodologia de Dach & Allmendinger (2014) é aplicada a nove marcas de vestuário, assim como um levantamento de dados no Website e Facebook. As marcas foram selecionadas conforme a sua dimensão: pequena, média e grande. Todas as marcas em estudo transmitem de algum modo essas práticas, apesar de terem diferentes níveis de preocupação. No entanto, os Websites das marcas não são userfriendly em relação à sustentabilidade. A partir da amostra recolhida, verificou-se as marcas de maior dimensão coincidem com as que têm maior preocupação na comunicação de sustentabilidade e que, globalmente, as marcas não consideram todas as dimensões da sustentabilidade na sua comunicação.
Sustainability is an actual topic, which reflects society's concern for the future of the planet. The fashion industry, it impacts the three main pillars of sustainability: environmental, social and economic – triple bottom line. The final consumer knows the sustainability practices of the brands through their communication. This communication is increasingly done through digital media. The Dach & Allmendinger (2014) methodology is applied to nine fashion brands, as well as a data survey on the Website and Facebook. The brands were selected according to their size: small, medium and large. All brands in the study somehow transmit these practices, despite having different levels of concern. However, the websites of the brands are not user friendly in terms of sustainability. From the collected sample, it was found that the brands with larger dimensions coincide with those that are most concerned in the communication of sustainability, and that, globally, brands do not consider all dimensions of sustainability in their communication.
Sustainability is an actual topic, which reflects society's concern for the future of the planet. The fashion industry, it impacts the three main pillars of sustainability: environmental, social and economic – triple bottom line. The final consumer knows the sustainability practices of the brands through their communication. This communication is increasingly done through digital media. The Dach & Allmendinger (2014) methodology is applied to nine fashion brands, as well as a data survey on the Website and Facebook. The brands were selected according to their size: small, medium and large. All brands in the study somehow transmit these practices, despite having different levels of concern. However, the websites of the brands are not user friendly in terms of sustainability. From the collected sample, it was found that the brands with larger dimensions coincide with those that are most concerned in the communication of sustainability, and that, globally, brands do not consider all dimensions of sustainability in their communication.
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Keywords
Moda Sustentabilidade Comunicação