Sustainability and climate change are current topics in today's society. Companies must work more environmentally friendly and sustainably to meet society's demands. The strategies also require transparency throughout the entire process, from production to consumption. The companies' green sustainability responsibilities have often been shown to be incorrect or non-existent. This study aims to investigate how much skincare companies use strategies to portray green activities on Instagram. The study examines four skincare companies: The Body Shop, Rituals, Weleda, and Lumene. By analyzing their Instagram posts, the study highlights the frequency of strategies used to communicate green sustainable activities. Considering society's demands for environmental promotion and transparency, the study contributes to understanding how much skincare companies communicate their green responsibilities. The study is based on the theories of Corporate Social Responsibility (CSR) and framing theory and was conducted through a quantitative content analysis of Instagram posts. The results showed that the companies portrayed other claims and messages to a greater extent than CSR and green activities. Furthermore, the results do not show any significant difference between the companies in terms of the use of strategies for green marketing communication.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-130252 |
| Date | January 2024 |
| Creators | Halléni, Natalie, Jönsson, Emmie |
| Publisher | Linnéuniversitetet, Institutionen för medier och journalistik (MJ) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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