An investigation into how fast fashion brands construct their sustainability communication from the critical perspective of generation Z in Vietnam

Pham, Ngoc Quyet (2022) An investigation into how fast fashion brands construct their sustainability communication from the critical perspective of generation Z in Vietnam. Masters thesis, Dublin, National College of Ireland.

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Abstract

For many years, the fast fashion industry has received an abundance criticism for their negative climate impact. In relation to the Vietnamese fast fashion context, this study purpose is to compare the two Vietnamese fast fashion companies and their sustainability communication, and get the answer on the research question of how Vietnamese consumers in generation Z perceive the two chosen companies’ communication and whether Gen Z’s consumers can have impact on the industry to become more sustainable with participatory culture in social media.

Theories applied to the study’s literature framework are critical discourse theory, convergence- and participatory culture, sustainability communication and greenwashing in fast fashion. In order to answer the question of how Vietnamese generation Z experiences the Vietnamese fashion companies' communication, focus group was conducted with eight participants aged 18–26. The research also uses material from the companies’ websites via the use of a multimodal critical discourse analysis.

Throughout MARC and Gumac's sustainability communication, there are various symbols, images and colours that can be associated with the environmental movement, and are supported to varying degrees by statements and calls related to sustainability, but also greenwashing. For companies such as MARC and Gumac, both of which operate in the fast fashion industry, which has been debated for its negative environmental impact, it may be that symbols, images and colours linked to the environmental movement are not enough. As the interviewees also questioned the fact that many messages on MARC's side did not go hand in hand when sustainability communication was interspersed with purchase calls.

Item Type:	Thesis (Masters)
Supervisors:	Name Email -, - UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour G Geography. Anthropology. Recreation > GE Environmental Sciences > Environment H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HF Commerce > Marketing > Public Relations
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Tamara Malone
Date Deposited:	22 Mar 2023 14:00
Last Modified:	22 Mar 2023 14:00
URI:	https://norma.ncirl.ie/id/eprint/6389

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