”People, planet, profit” : En studie om konsumentens förmåga att värdera ett modeföretags hållbara marknadsföring och CSR-kommunikation.

Sammanfattning: Collapse of the textile factory Rana Plaza, among other disasters, has been a wake up call for the textile industry. These disasters, in combination with other factors, have resulted in raised consciousness regarding sustainability through a social and environmental perspective. Fashion companies have adapted new strategies in order to survive hard competition on the market, sustainable marketing has become a common tool to meet the conscious customers’ demands and requirements. A phenomena like Greenwashing, which promotes an overly environmentally friendly image externally, has trigged skepticism among consumers towards fashion companies’ sustainable marketing and CSR-communication. To gain an understanding in what the causes of skepticism are among consumers, this study aims to research whether knowledge and interest regarding CSR, have an effect on the consumer's willingness and ability to appraise fashion companies’ sustainable marketing and CSR-communication. We also review what is necessary for a company to do, in order to create legitimacy and build a “social contract”, supported by the legitimacy theory. To research this topic, we use theories concerning CSR-communication, sustainable marketing, Greenwashing as well as legitimacy theory. Empirical material has been collected through a self-questionnaire survey, which later generated an analysis of sustainable marketing and CSR-communication of four fashion companies. Results of the 405 replies to our questionnaire were processed in the statistic program SPSS. Our analysis indicated a low correlation between the factors knowledge, interest and the attitude towards sustainable marketing and CSR-communication. Other factors are more likely to affect the consumers’ attitude. Results also show that admitting ones’ mistakes, having a transparent supply chain, integrating sustainable strategies within the whole company, co-operateting with non-governmental organizations, and to setting reachable goals, are all essential actions in order to gain legitimacy.