Hållbar kommunikations finansiella påverkan på företag inom fast fashion : En kvantitativ innehållsanalys

Sammanfattning: Purpose: The purpose of the study is to explore from a business perspective whether it is important for fast fashion companies to communicate about environmental sustainability on social media. The purpose is thus to study how fast fashion companies, who are active in the Swedish market, communicate about environmental sustainability. Also whether it has a connection with the company's economy, based on the key figures Du Pont, profit margin and net sales change. Design/methodology: A quantitative research method was employed through a content analysis. Findings: Fast fashion companies communicate about sustainability in a varied scope, but overall to a low extent. It is possible to find a correlation between profit margin and communicated sustainability on Instagram. Research limitations: The result of the study cover the years of 2016-2018, and Instagram is the only social platform selected for the study. In addition the study is based solely on an environmental perspective of sustainability, thus the study does not cover the economic or social aspects of sustainability. Originality: By applying this type of unique method in the research area the study provides a new perspective, hence it fills a gap since it has not previously been addressed. This paper i further written in Swedish.