• CSR
• Fashion
• Green Marketing
• Greenwashing
• Sustainability

The growing environmental and social issues that have shaped the international landscape, have made it essential for companies to undertake concrete efforts in order to implement activities and initiatives aimed at reducing their impact. Such activities addressing corporate responsibility have proven to be a way to create value and build or improve corporate image in the eyes of key stakeholders, thus becoming an important driver of competitive advantage. Reflecting this trend, the number of companies committed to sustainability has grown exponentially in recent years, and those that were already active in the field have seen their efforts intensify. The fashion industry, regarded as one of the most polluting and impactful on the planet, has not been exempt from this trend. While this proactive attitude on the part of companies can be seen as positive for society and the environment, it has also uncovered a diametrically opposite phenomenon, that of greenwashing, namely the tendency of some companies to capitalize on their commitment to sustainability by actually doing little or, in the most extreme cases, nothing to reduce their impact. The objective of this thesis is to examine the promotion of sustainable activities and initiatives in the fashion industry and in particular, those supported by Patagonia and H&M as case studies. To this end, the research will take into account the communication conveyed through the sustainability reports and social media pages of the two companies, considered as the main means of information dissemination