Vad ska dagens konsument tro på? : En kvalitativ undersökning om hur H&M kommunicerar ut sitt CSR-arbete i jämförelse med vad svensk nyhetspress rapporterar.

Sammanfattning: The study aims to investigate whether there is a discrepancy between how Swedish fast fashion- companies communicate their CSR (Corporate Social Responsibility) work and how their CSR work is reported in the Swedish news. If differences do occur, we will analyze and discuss what this discrepancy may be due to. The study is limited to only studying one of the world's largest fast fashion companies H&M and examining how H&M choose to highlight their CSR work in their sustainability report and at the website, compared with what is reported in the Swedish news. The study has a qualitative approach with a total study of 13 news articles, H&M's latest sustainability report and H&M's. CSR communication and agenda setting theory have formed the basis of the study's analysis to identify differences and why they may occur. The results of the study shows that there is a discrepancy between the channels depending on whether the customer receives information from H&M's own channels or if they receive information from news media. Moreover, the study shows that H&M communicates their CSR work to their advantage, while the agenda setting theory confirms that news media cover and form the topics that are in the public interest. The question of which information consumers should believe in will continue to remain, and the study can only inform and draw the consumer's attention to the fact that there are differences in the reporting and hope to contribute to future research.