|Tipo di tesi||Tesi di laurea magistrale|
|Titolo||Comunicazione sostenibile online all'interno dell'industria della moda: uno strumento di marketing o un reale impegno. Save The Duck and Levi's come caso di studio comparativo.|
|Titolo in inglese||Online sustainability communication in the fashion industry: a marketing tool or real commitment. Save The Duck and Levi's as a comparative case study.|
|Struttura||Dipartimento di Studi Linguistici e Culturali|
|Corso di studi||LANGUAGES FOR COMMUNICATION IN INTERNATIONAL ENTERPRISES AND ORGANIZATIONS - LINGUE PER LA COMUNICAZIONE NELL'IMPRESA E NELLE ORGANIZZAZIONI INTERNAZIONALI|
|Data inizio appello||2020-12-15|
|Disponibilità||Accessibile via web (tutti i file della tesi sono accessibili)|
Il presente lavoro di tesi presenta un'analisi comparativa delle aziende di moda Save The Duck e Levi's, entrambe impegnate in iniziative sostenibili che rispettano l’ambiente, i lavoratori e le comunità circostanti. Di fatto, entrambe le aziende hanno ideato collezioni di abiti realizzati con materiali sostenibili per ridurre il proprio impatto ambientale. Le due aziende hanno deciso di promuovere il loro impegno verso la sostenibilità utilizzando piattaforme di social media, ricorrendo così a strategie di social media e green marketing.
This dissertation provides a comparative analysis of Save The Duck and Levi’s fashion brands, both committed in sustainable initiatives, which respect the environment, workers and surrounding communities. Actually, both brands designed several collections of clothes manufactured with sustainable materials in order to reduce their environmental impact. They decided to promote their commitment towards sustainability by resorting to social media platforms, thus adopting social media and green marketing strategies. The main goal of this thesis is to accurately analyse the sustainable commitment of Save The Duck and Levi’s as well as how they use Instagram to promote their sustainable initiatives. At the same time, it was decided to examine how Instagram users perceive this online sustainability communication. Finally, a questionnaire was provided to different Italian consumers in order to analyse their degree of knowledge about fashion industry’s commitment towards sustainability by means of social networks. The first chapter introduces the fashion industry, the concept of sustainability, the most used practises and online communication methods employedby fashion industry. The second chapter deals with social media and green marketing, by describing their main advantages and risks. As regards social media marketing, it was decided to take into consideration Instagram, one of the most used and famous social media platforms. The third chapter presents Save The Duck and Levi’s as a comparative case study, describing their commitment towards sustainability and some issues that compromised Levi’s credibility. The materials and methods for the linguistic analysis of corpora are introduced too. The fourth chapter concerns the analysis of some posts shared on Save The Duck and Levi’s Instagram accounts, by taking into consideration captions, images and users’ comments. The fifth chapter describes the questionnaire’s results and their interpretation. Finally, the conclusions report and discuss the final results of the whole research analysis.