By Yaiza Best in the study programme BSc Minor Sustainable Development
Fast vs. slow fashion: Different framings in advertisement
The (fast) fashion industry is not only held responsible for substantial environmental pollution but also social issues such as cheap labour and poor working conditions. This calls for a transition towards more sustainable consumption and production patterns in the fashion industry, making it an important area of action for sustainable development. However, with the increasing popularity of green marketing strategies, greenwashing has been found to impede consumers’ trust in green claims. Against this backdrop, this research project set out to analyse the discursive framing of green garments’ advertising.