I den här studien undersöks hur svenska företag inom modeindustrin kommunicerar ämnet hållbarhet i webbtexter som riktar sig till kunder och allmänhet. I studien undersöks fem texter från Lindex, Mini Rodini och Björn Borg. Studien görs utifrån Faircloughs kritiska diskursanalys och systemisk-funktionell grammatik både som teoretisk och metodologisk grund. Syftet med studien är att identifiera diskursiva drag i texterna och undersöka vilka normer de producerar eller reproducerar. I samband med klimattoppmötet i Paris 2015 lagstiftade Sverige Agenda 2030 och de globala målen. Mål 12 och 13 sätter ökad press på hållbara produktions- och konsumtionsmönster och att omedelbara åtgärder ska vidtas. År 2021 publicerade FN en rapport där modeindustrin pekas ut som en av de största utsläppskällorna av växthusgaser. Efter det ökade institutionella intresset för hållbarhet inom modeindustrin har fler aktörer inom industrin börjat uttala sig om sin egen hållbarhet och där hållbara handlingar framhävs. Webbtexter om hållbarhet regleras inte av någon lag och följer därmed inga institutionaliserade riktlinjer. För att undersöka vad de tre företagen egentligen säger, genomförs en transitivitetsanalys med fokus på texternas processer och deltagare, en ergativitetsanalys med fokus på ergativitet i de materiella processerna samt en interpersonell analys av texternas språkhandlingar. Utöver den bakgrund som FN ger till texternas uppkomst diskuteras resultatet inför teorin och modellen Corporate Social Responsibility (CSR) som lyfter företagens samhällsansvar, men även att hållbarhetsarbete kan stärka företagets ekonomi.

Sveriges regering har antagit en handlingsplan för omställningen till cirkulär ekonomi (CE). För utvecklingen mot CE spelar näringslivet en central roll. Olika branscher har olika förutsättningar och behöver därför hantera omställningen på olika sätt. Sakförsäkringen ligger inom tjänstesektorn men hanterar produkter och kan därför vara med och bidra till omställningen. För sakförsäkringen saknas det däremot gemensamma riktlinjer för vad CE innebär. Folksam arbetar idag med cirkulär skadereglering som grundar sig i CE. Det innebär att skadeanmälningar hanteras för att skapa cirkulära flöden. Studiens bakgrund är att Folksam lyft att det finns ett behov av kunskapsbyggande om CE i sakförsäkringen. Studiens övergripande syfte är att synliggöra hur cirkulär skadereglering bidrar till Folksams hållbarhetsarbete. För att synliggöra hur cirkulär skadereglering bidrar till hållbarhetsarbetet ämnar studien kartlägga vilka hållbarhetsindikatorer som är användbara för att utvärdera betydelsen cirkulär skadereglering. Vidare ämnar studien undersöka hur de som arbetar med cirkulär skadereglering ser på att använda hållbarhetsindikatorerna i kommunikationen och synen på cirkulär skadereglering som en del av hållbarhetsarbetet. I rapporten utvärderas skadeområdena IT, motor och bygg till följd av att Folksam beslutat att arbeta med cirkulär skadereglering inom dessa. Studien är avgränsad till att kartlägga sociala och ekologiska hållbarhetsindikatorer, vilket innebär att ekonomiska aspekter av hållbarhet inte inkluderas. Studiens övergripande metod innebär kartläggning av hållbarhetsindikatorerna och intervjuer med de som arbetar med cirkulär skadereglering. I resultatet presenteras 14 hållbarhetsindikatorer som är användbara för att utvärdera betydelsen av cirkulär skadereglering för Folksams hållbarhetsarbete och resultatet av intervjuerna. Studiens slutsats är att cirkulär skadereglering utgör en viktig del av hållbarhetsarbetet eftersom det innebär att Folksam både kan vara med och bidra i omställningen till CE och i arbetet med Agenda 2030. / The government of Sweden has adopted an action plan for the transition to circular economy (CE). In the transition towards CE, Swedish businesses plays´ a key role. Different industries have different pre-conditions for CE and therefore need to handle the transition in various ways. Companies that offer property insurance belong to the service sector but handle products, which means they are able to contribute to the transition to CE. Today there are no general guidelines for CE in property insurance. Folksam work with circular claim settlement that are based in CE, meaning claims are handled to create circular flows. This thesis is written on behalf of Folksam who have expressed the need for further education regarding CE in the property insurance. The general purpose of this study is to highlight the significance of circular claim settlement for Folksam’s sustainability work. The study aims to identify which sustainability indicators are useful to evaluate the significance of circular claim settlement for Folksam’s sustainability work. Furthermore, the study aims to examine the view of those who work with circular claim settlement on using sustainability indicators to communicate circular claim settlement and their perspective on circular claim settlement as a part of the sustainability work. This thesis evaluates circular claim settlement in IT, vehicle and construction claims. The study is delimited to evaluate social and ecological perspectives on sustainability. The general method was mapping sustainability indicators and interviews. In the results the identified sustainability indicators and the interviews are presented. It’s established that circular claim settlement is a valuable part of the sustainability work and enables Folksam to contribute to Agenda 2030 and the transition to CE.

This study aims to investigate how companies perceived as sustainable by consumers engage in sustainability communication on social media. An abundance of information is common in today's digitized society - how do you as a company push through the noise - especially, with a serious message that does not belong on social media? The basis for determining which companies succeed in their sustainability communication is based on the Sustainable Brand Index Report from 2022. The selection and criteria resulted in three companies from three different industries for our analysis: Naturkompaniet, Systembolaget and MAX Burgers. We have reviewed all companies' Instagram and after the selection, 5 Instagram posts from each company are analyzed. The analysis is based on theories about sustainable communication, emotions and cognitive load on the part of the recipient. Models that are explained and intended to be the basis for results and analysis are the Affect–reason–involvement model (ARI model) and the Communication via Syncretic and Analytic Cognition Scale (CASC scale) as well as the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP). To answer the research question "How do Systembolaget, Naturkompaniet and MAX Burgers present their sustainability communication on Instagram?" and the sub-question "How do Systembolaget, Naturkompaniet and MAX Burgers use emotional aspects and how do they take into account the recipients' cognitive load in their sustainability communication on Instagram?" in relation to the theories, we use a thematic content analysis. The analysis resulted in four overarching themes found: Behavior Change, Memorable, Encouraging and Serious Undertone. The conclusion is that companies that carry out successful sustainability communication present their messages in a simple way which is easy to understand, often with humorous elements and relatable factors.

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Title: “Let’s do good”? – a qualitative study of fast fashions sustainability communication and generation z’s critical view. In recent years, the fast fashion industry has received an abundance criticism for their negative climate impact. The purpose of this study is to compare the companies NA-KD and Gina Tricot and their sustainability communication, and how consumers in generation Z perceive their communication and if they can influence the industry to be more sustainable with participatory culture in social media. To get answers on how generation Z experiences the fashion companies' communication, focus group interviews were conducted with participants aged 18–26. The authors have also studied material from the companies’ websites through a multimodal critical discourse analysis. Theories that have been applied to the study are critical discourse theory, convergence- and participatory culture, and greenwashing. The result from the study shows that both companies are using colors and environment which are associated with the environmental movements when it comes do their sustainability communication, but also greenwashing. As both companies apply greenwashing one can assume that it can lead to more customer having a critical view of sustainability communication from fast fashion firms. The participants perceived the companies' sustainability communication as visual appealing, but the content did not meet expectations. Furthermore, social media was considered important for the industry's change as important, but that it requires a person with a big platform to reach out to many people.

The climate crisis and the consequences that follow have forced humanity to explore the collective actions that must be taken to curb global warming. As a way to reduce ones carbon footprint, many choose to consume with greater care for the environment, and the interest for sustainable clothing has therefore significantly increased. With a rising interest in sustainable shopping, businesses need to adapt to meet the new customer demands. A sub-genre within the apparel industry that differ from the grand average regarding their sustainability communication is the outdoor brands, where environmental awareness plays a significant role in the brand identity. The outdoor brands clear evidence of sustainable communication and their dependance on consumption creates an interesting paradox that this essay intends to investigate further. This essay intends to investigate how a Swedish outdoor brand with a strong sustainable identity, Klättermusen, exercises sustainable communication through Instagram. The purpose of this essay is more specifically to explore how Klättermusen uses Instagram to create and maintain a sustainable brand identity. To help us do so, we present the following research questions: - How does the brand Klättermusen create a sustainable identity on Instagram?- What discourses can be discerned in Klättermusens marketing via Instagram and how has sustainable communication taken shape within these over time? The theoretical framework for our essay consists out of four theories, including Bauman’s theory about the consumer society, Ulrich Beck’s theory about risk society and reflexive modernity, strategic communications theory and greenwashing. These theories enable an analysis of how and why sustainable communication is conducted in a specific way and what consequences that follow. The essay is carried out methodically through a multimodal critical discourse analysis, that enables both a deep and more comprehensive analysis of the linguistic and semiotic resources used in Klättermusens marketing through Instagram.The result of our analysis presents how Klättermusen with linguistic and semiotic resources creates the eco-friendly identity that they are known for. Through both word choices and visual framing that connotes sustainability Klättermusen places themselves in a green context that goes well along with their core values. The material contains both examples of clear and indistinct sustainable communication, along with occasional elements of strong commercial character that make it possible to question the authenticity of Klättermusen’s true devotion to sustainability. The conclusion of our analysis is that the brand Klättermusen by small semiotic and linguistic measures successfully put themselves in a green context and create a sense of corporate social responsibility with the consumer. We do not believe that Klättermusen need to take drastic measures to maintain their sustainable image in reference to their other well-known environmental efforts. The conclusion further argues that the mix of strong sales marketing and a clear sustainable communication sheds light on the difficulties combining a consumption dependent business with an advocation for minimal environmental impact. Regardless of the challenges a sustainable identity comes with, we want to establish that Klättermusens way of maintaining a sustainable image is a response to a growing interest for environmental issues that also reproduces a general perception of how a brand should communicate to gain the consumers trust and how to be perceived as a brand that values social responsibility.

Increasing attention to sustainability and environmental concerns implies changes in consumer preferences, whereof companies need to provide offerings characterized with a focus on sustainability laden concepts such as the Circular Economy (CE), aligning with these changes. How to communicate sustainability has therefore become a focus of attention when formulating marketing strategies. However, sustainability is a complex concept and it could therefore be questioned whether everyone irrespective of, for instance, gender, age, education and other personal attributes perceive it similarly and display similar attitudes toward the concept. Based on a quantitative online survey with 1010 participants, this study examines the impact of personal attributes on the receptiveness of sustainability communication and customer loyalty in the context of Peer to Peer (P2P) marketplace platforms, and discerns how sustainability communication and customer loyalty are interrelated. Also, it explores whether sustainability communication from providers of P2P marketplace platforms can be considered to play a role in accelerating the transition to a CE. Findings suggest that personal attributes affect the receptiveness of sustainability communication and loyalty intentions, this was particularly evident for females and individuals living a sustainable lifestyle. The findings also reveal a positive relation between sustainability communication and customer loyalty, where environmental engagement, consistency between preferences for a certain appeal and actions made on the basis of the same preference, along with trustworthy content seem to strengthen that relationship. Lastly, the findings conclude that sustainability communication from P2P marketplace platforms providers can increase the number of individuals trading pre-owned items which implies for more people participating in resource-efficient activities, which ultimately fosters a CE. / Ökad uppmärksamhet kring begreppet hållbarhet och miljöfrågor innebär förändrade konsumentpreferenser med högre krav på hållbara lösningar, varav företag behöver erbjuda produkter och/eller tjänster som präglas av hållbarhet för att möta kundernas behov. Hur man kommunicerar hållbarhet har således blivit en viktig aspekt när företag utformar sina marknadsföringsstrategier. Hållbarhet är däremot ett komplext begrepp, varav det kan ifrågasättas om alla oavsett kön, ålder, utbildningsnivå och andra personliga egenskaper har en liknande attityd gentemot hållbarhet, och uppfattar hållbarhetskommunikation på samma sätt. Baserat på en kvantitativ onlineundersökning med 1 010 deltagare undersöker denna studie effekterna av personliga egenskaper på mottagligheten av hållbarhetskommunikation och kundlojalitet i kontexten peer-to-peer (P2P) marknadsplattformar, samt hur hållbarhetskommunikation och kundlojalitet står i relation till varandra. Studien undersöker också om hållbarhetskommunikation kan anses påskynda övergången till en cirkulär ekonomi. Resultaten från studien ger en indikation på att personliga egenskaper påverkar mottagligheten för hållbarhetskommunikation och konsumentens intentioner att vara lojal. Detta var särskilt påtagligt för kvinnor och individer som lever en hållbar livsstil. Resultaten visar även på en positiv relation mellan hållbarhetskommunikation och kundlojalitet, varav högre miljöengagemang, preferenser som går i linje med handlingar, och trovärdigt innehåll tenderar att stärka denna relation. Slutligen kan det konstateras att hållbarhetskommunikation kommunicerat av P2Pmarknadsplattformar kan öka antalet personer som säljer och köper begagnade föremål, varav fler människor deltar i resurseffektiva aktiviteter, vilket främjar övergången till en cirkulär ekonomi.