Verde por fora, cinza por dentro? explorando a transparência na comunicação de pequenas marcas de moda sustentável no Instagram

Autores

DOI:

https://doi.org/10.5585/2025.26565

Palavras-chave:

Mídias sociais, Moda, Pequenos negócios, Sustentabilidade, Transparência da Marca

Resumo

Objetivo: Classificar e apreciar criticamente a forma como pequenas marcas de moda sustentável articulam a transparência na comunicação de suas práticas sustentáveis nas mídias sociais. Método: Abordagem qualitativa e documental, através de análise de conteúdo em 632 fotos, 163 vídeos e 170 legendas das seções de Feed e Destaques dos Stories de 17 marcas brasileiras com até 50 mil seguidores no Instagram.

Originalidade/Relevância: Enquanto a transparência na comunicação on-line de grandes marcas de moda sustentável foi amplamente estudada, há uma escassez de análises sobre pequenas marcas. Esta pesquisa preenche essa lacuna, ressaltando a importância de entender como essas marcas divulgam iniciativas sustentáveis nas mídias sociais.

Resultados: Embora estratégias visuais de marketing prevaleçam no Feed, uma abordagem mais transparente e autêntica é adotada nos Stories em relação a processos internos, produção artesanal, trabalho feminino, projetos socioambientais e matérias-primas. No entanto, há deficiências na divulgação de números de impacto socioambiental, no reconhecimento de desafios e áreas de melhoria, e na comunicação da remuneração justa dos trabalhadores.

Contribuições teóricas/metodológicas: Este estudo aprofunda a compreensão sobre como as pequenas marcas de moda abordam a comunicação de suas práticas sustentáveis no ambiente digital, identificando aspectos negligenciados nessa comunicação.

Contribuições sociais/para a gestão: Os achados oferecem insights práticos para aprimorar as estratégias de comunicação on-line de marcas emergentes de moda sustentável, visando uma comunicação mais transparente e autêntica com seus públicos, a fim de evitar a disseminação de falsos discursos mercadológicos

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Biografia do Autor

Francisco Mateus da Silva Cruz, Universidade Estadual do Ceará, UECE

Mestrando em Administração 

Ana Augusta Ferreira de Freitas, Universidade Estadual do Ceará - UECE

Pós-Doutorado em Administração 

Felipe Roberto da Silva, Universidade Estadual do Ceará - UECE

Doutor em Administração 

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Publicado

13.01.2025

Como Citar

Cruz, F. M. da S., Freitas, A. A. F. de, & Silva, F. R. da. (2025). Verde por fora, cinza por dentro? explorando a transparência na comunicação de pequenas marcas de moda sustentável no Instagram. ReMark - Revista Brasileira De Marketing, 24(1), 175–236. https://doi.org/10.5585/2025.26565
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