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1. 1. Welcome to the Jungle - A multiple extensive case study on the ‘Green Grey Zone’ of sustainability labelling

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Pauline Ojala; Lea Walbrodt; [2019-07-03]
   Nyckelord :Green Grey Zone; sustainability labelling; brand positioning; fast fashion; slow fashion; market segment; competitive environment; financial space;

   Sammanfattning : This article focuses on the ‘Green Grey Zone’ phenomenon in the Swedish fashion industry; In particular the influence of brand positioning within the competitive environment of the fast and slow fashion market segments. We study the plurality and heterogeneity of communication strategies through sustainability labelling and thus contribute to the understanding of consumer confusion regarding the many environmental claims. LÄS MER