Citas bibligráficas
Salazar, E., (2023). La publicidad “sostenible” de las marcas de ropa retail y su compromiso ambiental y social [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/668498
Salazar, E., La publicidad “sostenible” de las marcas de ropa retail y su compromiso ambiental y social [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/668498
@misc{renati/1294554,
title = "La publicidad “sostenible” de las marcas de ropa retail y su compromiso ambiental y social",
author = "Salazar Bonilla, Eva Antonella",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
Since the COVID-19 pandemic, there has been a tendency for brands to be perceived as ecological or altruistic, appealing to greenwashing and social washing, defined as immoral actions that deceive the public regarding the practices in favor of the environment or society that these companies promise. Therefore, this research aims to know how the advertising communication of the social and environmental commitments of the retail fashion brand H&M is perceived through the mechanics of its "Let's Close the Cycle" campaign. For this purpose, a qualitative methodology was applied through semi-structured interviews with women between 20 and 25 years old, students in their final years or recent graduates of the Peruvian University of Applied Sciences and the University of Lima. As a result, it became evident that the credibility of this type of campaign lies in the actions that integrate it and denote its real commitment; however, the promotion of consumerism to which this type of textile company is linked leads to the questioning of their positioning of being in favor of sustainability. In this sense, this study shows us how this youth segment demands greater clarity and transparency in the communication strategies that wish to position a brand as sustainable.
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