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Authors
Advisor(s)
Abstract(s)
A responsabilidade social das organizações representa uma área útil na construção da sua
identidade, do seu propósito e da sua reputação. Este trabalho debruça-se, em particular,
na sua evolução rumo à criação de valor partilhado, em particular, na relação com a
identidade corporativa no contexto da sustentabilidade ambiental.
O estudo encontra-se dividido em duas partes. A primeira consiste na revisão
bibliográfica, através de contributos teóricos sobre os conceitos chave. A segunda parte
corresponde a estudo comparativo entre marcas de slow fashion e fast fashion, no qual
são exploradas as identidades corporativas, o posicionamento sobre sustentabilidade
ambiental, assim como a sua comunicação, com o objetivo de compreender de que modo
a criação de valor se reflete na identidade das marcas de vestuário slow fashion no
contexto da sustentabilidade ambiental.
Os resultados revelaram que o conceito de criação de valor partilhado se reflete na
identidade das marcas slow fashion, através da linearidade existente entre os valores e
missão corporativos com a sustentabilidade ambiental comunicada.
ABSTRACT: The social responsibility of organizations represents a useful area in the construction of their identity, purpose and reputation. This study focuses, in particular, on its evolution towards the shared value creation, in particular, on its relationship with corporate identity in the context of environmental sustainability. The study is divided into two parts. The first consists of a literature review, through theoretical contributions on key concepts. The second part focus on a comparative study between slow fashion and fast fashion brands, in which corporate identities, the position on environmental sustainability, as well as their communication are explored, with the intention of understanding how value creation is reflected in the identity of slow fashion clothing brands in a context of environmental sustainability. The results revealed that the concept of shared value is reflected in the identity of slow fashion brands, through the linearity between the values and corporate mission, along with environmental sustainability communicated.
ABSTRACT: The social responsibility of organizations represents a useful area in the construction of their identity, purpose and reputation. This study focuses, in particular, on its evolution towards the shared value creation, in particular, on its relationship with corporate identity in the context of environmental sustainability. The study is divided into two parts. The first consists of a literature review, through theoretical contributions on key concepts. The second part focus on a comparative study between slow fashion and fast fashion brands, in which corporate identities, the position on environmental sustainability, as well as their communication are explored, with the intention of understanding how value creation is reflected in the identity of slow fashion clothing brands in a context of environmental sustainability. The results revealed that the concept of shared value is reflected in the identity of slow fashion brands, through the linearity between the values and corporate mission, along with environmental sustainability communicated.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.
Keywords
Criação de valor partilhado Moda Identidade corporativa Sustentabilidade ambiental Relações públicas Shared value creation Fashion Corporate identity Environmental sustainability Public relations
Citation
Godinho, C.C. (2022). A sustentabilidade ambiental na indústria da moda: As identidades do slow fashion e do fast fashion. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa.http://hdl.handle.net/10400.21/15556
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social