Citas bibligráficas
Suarez, V., Merino, K. (2023). Greenvertising: la preferencia del consumidor por marcas ecológicamente responsables. Caso Falabella “Denim + Verde” [Trabajo de suficiencia profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/670470
Suarez, V., Merino, K. Greenvertising: la preferencia del consumidor por marcas ecológicamente responsables. Caso Falabella “Denim + Verde” [Trabajo de suficiencia profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/670470
@misc{renati/410281,
title = "Greenvertising: la preferencia del consumidor por marcas ecológicamente responsables. Caso Falabella “Denim + Verde”",
author = "Merino Garcia, Kryscia Ivanna",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
The fashion industry is one of those that generate the most pollution worldwide due to fast fashion for the production of its garments, which consists of launching new clothing collections quickly and at low cost, producing more environmental pollution. This means that in a fast fashion model, around a thousand liters of water are used to produce a cotton polo shirt, and to this is added deforestation due to excessive consumption of cotton crops. In this way, Falabella, one of the best-known fashion companies, quickly reacted to the problem to vindicate the damage caused through its “Denim is + Green” campaign. This campaign promoted recycling actions and presented a new line of clothing with eco-friendly materials. A mixed methodology was used with qualitative and quantitative study variables. Likewise, the main objective of the campaign was to increase Falabella's brand value among fashion consumers to build a vision of social responsibility. Among the results, 1.3 tons of jeans were recycled; 10% went to second-hand sales, 20% to eco-filling and 70% of these jeans were transformed into new garments. This case aims to analyze the advertising creativity of the campaigns from a perspective that not only seeks to make visible the functional advantage of its products, but also to project new communication strategies with a sustainable ethical vision towards the future.
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons