Bibliographic citations
Marín, G., (2019). La comunicación de la moda sostenible a partir de la imagen de marca ecológica en Instragram: Caso Insecta [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653868
Marín, G., La comunicación de la moda sostenible a partir de la imagen de marca ecológica en Instragram: Caso Insecta [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/653868
@misc{renati/392971,
title = "La comunicación de la moda sostenible a partir de la imagen de marca ecológica en Instragram: Caso Insecta",
author = "Marín López, Geraldinne Hajaira",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
In period of 2001 and 2017, Peru lost 2 million 130 thousand 122 hectares of forest due to resource exploitation practices (MAAP, 2017). According to Lima's how we are going (2011), 47.8% of limeños considered environmental pollution to be a very important problem. The growing awareness of the environment has allowed the entry of more than 170 small and medium business of ecological fashion that promote through their products to counteract the negative impact on the environment (Economía verde, 2019). One of them is Insecta that has aroused the interest of users of the social network of Instagram towards the consumption of its products made of pineapple fibers. This research work aims to "Demonstrate whether there is an appreciation of importance in consumers in relation to the communication strategy of the Insecta brand shared on Instagram as an ecological brand". As Arseculeratne and Yazdanifard (2014) mentions, an ecological brand must reflect its eco-friendly production process. And to be commercially successful as ecological, it must be communicated effectively ”(Pickett et al., 1995). The research results are that people who buy his products and interact in his social media, they don’t know about product processes. Taking into account that Instagram is one of the networks with a large young audience, Insecta fails to convey an emotional aspect on Instagram.
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