ATTENTION/WARNING - NE PAS DÉPOSER ICI/DO NOT SUBMIT HERE

Ceci est la version de TEST de DIAL.mem. Veuillez ne pas soumettre votre mémoire sur ce site mais bien à l'URL suivante: 'https://thesis.dial.uclouvain.be'.
This is the TEST version of DIAL.mem. Please use the following URL to submit your master thesis: 'https://thesis.dial.uclouvain.be'.
 

ECO-MESSAGING IN FAST FASHION: ANALYZING PRIMARK'S SUSTAINABILITY COMMUNICATION ON INSTAGRAM AND E-COMMERCE WEBSITE DURING TWO SALES PERIODS.

Khammoume, Feriel
(2024)

Files

KHAMMOUME_21432200_2024.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 1.27 MB
KHAMMOUME_21432200_2024_Annexe.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 1.99 MB

Details

Supervisors
De Cock, Sylvie
Faculty
Faculté de philosophie, arts et lettres
Degree label
Master [120] en communication multilingue, à finalité spécialisée: langues des affaires
Abstract
The fashion sector, especially fast fashion, faces increased scrutiny due to its adverse environmental impact, requiring urgent promotion of sustainable practices within the industry. This research aims to explore sustainability communication within fast fashion brands. Specifically, the study focuses on Primark, investigating its sustainability messaging across both its e-commerce website and Instagram during two sales periods. The research seeks to evaluate the extent and nature of Primark's sustainability communication and its alignment with global sustainability goals. Employing a combined quantitative and qualitative approach, this study conducts content analysis on Primark's online commercial platforms, including the brand's website and Instagram. Results reveal a notable disparity in Primark's sustainability communication between Instagram and its website during sales periods. Sustainability content amounted to only 20% on Instagram, while finding eco-friendly products on the website was challenging. Differences in presenting sustainable items between genders raised consistency concerns. Several sustainaibilty communication strategies used by Primark were identified, but potential greenwashing elements called for data validation. Lasltly, Primark demonstrated adherence to certain communication principles such as message clarity. However, inconsistencies prevailed in sustainability messaging, notably between Instagram and the website.