Odnosi s javnošću u modnoj industriji: slučajevi greenwashinga

master's thesis

• Title (english): Public Relations in the Fashion Industry: Cases of Greenwashing
• Author: Nikolina Brčić
• Mentor: Hrvoje Jakopović (mentor)
• Mentor: Dejan Gluvačević (komentor)
• Committee member: Hrvoje Jakopović (predsjednik povjerenstva)
• Committee member: Dejan Gluvačević (član povjerenstva)
• Committee member: Antonija Čuvalo (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-02-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Cilj provedenoga istraživanja bio je doprinijeti dodatnim podacima već postojećim istraživanjima o greenwashingu te podići svijest potrošača i educirati ih o problematici. Istraživanje je provedeno u kontekstu greenwashinga u modnoj industriji te je obuhvatilo dvije kompanije, H&M i Zaru. Istraživalo se primjenjuju li kompanije iz modne industrije greenwashing te na koji ga način primjenjuju. U istraživanju je korištena metoda analize sadržaja. Istraživala su se dva aspekta kompanija, njihovi Izvještaji o poslovanju i održivosti iz 2021. godine te web-stranice, odnosno dijelovi web-stranica kompanija posvećeni održivosti. Rezultati istraživanja pokazali su da je u poslovanju i komunikaciji obiju kompanija prisutan greenwashing te da, samim time, kompanije ne posluju društveno odgovorno.

Abstract (english)

The goal of the conducted research was to contribute with additional data to already existing research on greenwashing and to raise consumer awareness and educate them about the issue. The research was conducted in the context of greenwashing in the fashion industry and included two companies, H&M and Zara. It was investigated whether companies from the fashion industry apply greenwashing and in what way they apply it. The content analysis method was used in the research. Two aspects of the company were investigated, their Business and Sustainability Reports from 2021 and the websites, i.e. parts of the company's website dedicated to sustainability. The research results showed that greenwashing is present in the operations and communication of both companies and that, at the same time, the companies do not operate socially responsibly.

• Keywords: modna industrija; brza moda; greenwashing; održivost; H&M; Zara; odnosi s javnošću
• Keywords (english): fashion industry; fast fashion; greenwashing; sustainability; H&M; Zara; public relations
• Language: croatian
• URN:NBN: urn:nbn:hr:114:910177
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-03-20 09:32:36