Hållbarhet - trendigt säljord eller viktigt budskap?

Sammanfattning: Using sustainability claims as a sales pitch is starting to be the new norm, even though some products aren’t even close to being environmentally friendly. Marketers are exploiting the consumers lack of knowledge in sustainability as a way to convince them that their products are a good choice, especially in the fashion industry. This study aims to investigate how micro- enterprises in the fashion industry use their digital channels to market their values and products in the most trustworthy and transparent way possible, without getting accused of green washing. The research uses a qualitative research method, semi-structured interviews, in order to understand how ”slow fashion” companies use their digital channels to market their values and products in the most transparent and responsible way possible. The data collected from the interviews is later discussed and analysed together with existing research that’s previously been made in the sustainability marketing field. The results conclude that communicating sustainability in marketing should be done with caution. Even though marketing non environmentally friendly products as “green” or “sustainable” can increase sales, it could damage the company's reputation and decrease sales in the future. Previous studies have shown that the new generations are more likely to engage with and buy sustainable products and services. Social media is the place to reach these consumers, and the sustainability communication through these channels should be informative yet engaging in order to maximize the reach and trust from the consumers.