|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||Fast Fashion: il caso "Shein" tra Woke-Washing e comportamenti irresponsabili|
|Titolo in inglese||Fast Fashion: the "Shein" case between Woke-Washing and irresponsible behavior|
|Struttura||Dipartimento di Comunicazione ed Economia|
|Corso di studi||Management e comunicazione d'impresa (D.M. 270/04)|
|Data inizio appello||2022-10-13|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2062-10-13|
L’elaborato ha per oggetto lo studio dell’e-commerce cinese "Shein” con l’intento di mettere in risalto il divario esistente tra l’immagine che l’impresa fornisce di sé al pubblico attraverso politiche di Woke-Washing e i comportamenti non etici che contribuiscono in buona parte al suo successo.
The paper focuses on the study of Chinese e-commerce "Shein" with the aim of highlighting the gap and its unethical behaviour between the image that the company provides of itself to the public through Woke- Washing ethics that largely contribute to its success. This is an experimental study aimed at investigating the reasons that guide consumer purchases. The thesis was structured in nine chapters that refer to three different sections. The first section consists of the I, II, III chapters in which, in addition to providing general information about the company, the overall picture of its unethical conduct is highlighted, indicating the tools and methods it uses to build a "facade" reputation. The second section analyzes the reference literature and consists of chapters ranging from the IV to the VIII. In this part, the study is contextualized, considering the reference regulatory framework and the typical characteristics of the Fast Fashion sector to which the company belongs. It also seeks to provide an in-depth examination of corporate reputation, corporate social responsibility and the factors that are most able to influence the consumer's purchasing process. The third and last section of the paper includes the IX chapter and sees the development of the experimental analysis in the field, aimed at validating or refuting the following experimental hypotheses formulated: 1) Most consumers, despite a greater interest in sustainability, prefer savings. A low price encourages the purchase more than an ethical choice. Price is the main obstacle to more sustainable consumer choices. 2) Shein does not (only) sell cheap clothes, it sells the possibility of wearing the latest trends to everyone, even those who otherwise could not afford it. The approach used is multidisciplinary, in the course of the analysis, psychological and sociological knowledge, notions of law and marketing were used, and skills developed in the statistical field were used for the experimental study. The information was collected through the joint use of complementary tools: two maps of mental associations referring to the Shein company, qualitative interviews and a quantitative questionnaire. The results obtained confirmed what was initially hypothesized and brought out new considerations.