Green, Digital Storytelling: Communicating Sustainable Fashion on Instagram

Selina Sommer and Mario Jooss ()
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Selina Sommer: University of Applied Sciences Upper Austria
Mario Jooss: University of Applied Sciences

A chapter in Conference Proceedings Trends in Business Communication 2022, 2023, pp 111-126 from Springer

Abstract: Abstract This paper deals with the importance of sustainable fashion through digital storytelling with the use of Instagram as a storytelling tool. The analysis of literature focuses on digital and serious storytelling as well as fast fashion and the solutions that fair fashion offers. The methodical implementation took place in form of a content analysis of 7 Instagram accounts of fair fashion companies. The results show that the following content is communicated: Drawing attention to problem with fast fashion, sustainable materials, sustainable practices, eco-friendly manufacturing processes, healthy/fair working conditions for production workers, drawing attention to consumption of resources.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-40619-6_8

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DOI: 10.1007/978-3-658-40619-6_8

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