Riassunto analitico
The dissertation investigates the concept of green consumption as a controversial rising trend in recent years. Different stakeholders show distinct reasons for embracing this environmental movement. Customers adopt green consumption behaviour primarily out of concern for the environmental and social well-being (besides social status, cost effectiveness, health, etc.) on the assumption that their mindful purchase decision can make up for the human-caused climate crisis, giving way to the comeback of some low-impact products (safety razors and cloth menstrual pads), and causing the falling in market share of their conventional counterparts (disposable razors and single-use tampons). Brands also surf the “green wave” by redesigning their business model from profit-driven to sustainability-based, adjusting their marketing strategies accordingly for their existing range of products (clothes in the case study of H&M Group), making known their conscious work through marketing tools, or launching completely new green offerings (plantable pencils and menstrual underwear). The research paper aims at finding the answer to the two questions: (1) Is the green consumption movement beneficial to the environment, and (2) How much of validity are companies’ claims on their sustainability work. The materials used to support the research include H&M’s Sustainability Reports of the years between 2010 and 2020, H&M website, and their social media platform. The method employed is an in-depth analysis of H&M’s most noteworthy green marketing strategies demonstrated in their conscious actions, visual aspect of the report covers, the change in word choice to state the sustainability vision in two small periods (2010 – 2015 and 2016 – 2020); from which the researcher discusses whether these strategies help the company achieve their sustainability vision or they do not stand up to their claims. The investigation arrives at the conclusion that green consumerism can be a fad because there is a gap between consumer green purchase intention and their green purchase decision. Moreover, consumers base their purchase of ecological products on different green indicators on packaging, some of which are confusing and hence affect consumer green trust. In addition, moderate green consumerism is environmentally beneficial; however, excessive consumption of ecological products is not. Furthermore, H&M’s effort on becoming a positive force toward resolving the shared challenges of the fashion industry is praiseworthy; nevertheless, their claims on their sustainability performance do not always hold water and hence sometimes are considered misleading or “greenwashing”.
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Abstract
The dissertation investigates the concept of green consumption as a controversial rising trend in recent years. Different stakeholders show distinct reasons for embracing this environmental movement. Customers adopt green consumption behaviour primarily out of concern for the environmental and social well-being (besides social status, cost effectiveness, health, etc.) on the assumption that their mindful purchase decision can make up for the human-caused climate crisis, giving way to the comeback of some low-impact products (safety razors and cloth menstrual pads), and causing the falling in market share of their conventional counterparts (disposable razors and single-use tampons). Brands also surf the “green wave” by redesigning their business model from profit-driven to sustainability-based, adjusting their marketing strategies accordingly for their existing range of products (clothes in the case study of H&M Group), making known their conscious work through marketing tools, or launching completely new green offerings (plantable pencils and menstrual underwear). The research paper aims at finding the answer to the two questions: (1) Is the green consumption movement beneficial to the environment, and (2) How much of validity are companies’ claims on their sustainability work. The materials used to support the research include H&M’s Sustainability Reports of the years between 2010 and 2020, H&M website, and their social media platform. The method employed is an in-depth analysis of H&M’s most noteworthy green marketing strategies demonstrated in their conscious actions, visual aspect of the report covers, the change in word choice to state the sustainability vision in two small periods (2010 – 2015 and 2016 – 2020); from which the researcher discusses whether these strategies help the company achieve their sustainability vision or they do not stand up to their claims. The investigation arrives at the conclusion that green consumerism can be a fad because there is a gap between consumer green purchase intention and their green purchase decision. Moreover, consumers base their purchase of ecological products on different green indicators on packaging, some of which are confusing and hence affect consumer green trust. In addition, moderate green consumerism is environmentally beneficial; however, excessive consumption of ecological products is not. Furthermore, H&M’s effort on becoming a positive force toward resolving the shared challenges of the fashion industry is praiseworthy; nevertheless, their claims on their sustainability performance do not always hold water and hence sometimes are considered misleading or “greenwashing”.
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