O greenwashing e a preservação da identidade corporativa: um estudo das ações de esg na moda de luxo: UM ESTUDO DAS AÇÕES DE ESG NA MODA DE LUXO

Fernanda Rodrigues de Magalhães Silva; Cristina Maria Schmitt Miranda; Paulo Sérgio Reinert; Giovanni Augusto Patricio; Nicole Cristina Rodrigues

doi:10.5585/2025.26399

Authors

Fernanda Rodrigues de Magalhães Silva FURB - Universidade Regional de Blumenau
Cristina Maria Schmitt Miranda Universidade Regional de Blumenau - FURB https://orcid.org/0009-0006-5966-5981
Paulo Sérgio Reinert FURB - Universidade Regional de Blumenau https://orcid.org/0009-0002-0196-3098
Giovanni Augusto Patricio Fundação Universidade Regional de Blumenau, FURB https://orcid.org/0009-0006-0811-1057
Nicole Cristina Rodrigues Universidade Regional de Blumenau - FURB https://orcid.org/0009-0007-4378-2494

DOI:

https://doi.org/10.5585/2025.26399

Keywords:

Identidade Corporativa, ESG, Greenwashing, Marcas de Luxo

Abstract

Objective of the study: Assess how corporate identity relates to environmental, social, and governance (ESG) practices in the luxury fashion sector, aiming to combat greenwashing.

Methodology/approach: Using a qualitative approach, this study focuses on the analysis of large luxury fashion groups (Louis Vuitton, Kering SA, and Prada SA) selected based on their stock market shares and best capital appreciation scores, as identified on the Thomson Reuters database. The data were analyzed using IRaMuTeQ, a software which analyzes the structure and organization of the discourse in the ESG dimensions.

Relevance/originality: The phenomenon of greenwashing is present in corporate communication, but it is important to discuss the sustainability initiatives adopted by international companies and understand how these large companies communicate and how we can interpret them.

Main results: The results highlight the growing importance of sustainable practices and the need for transparency in communication in order to avoid greenwashing, as well as the relevance of stakeholder commitment and engagement.

Theoretical/methodological contributions: These findings suggest the need for a more comprehensive, results-oriented approach, with an emphasis on accountability and the adoption of genuine corporate responsibility practices to ensure the credibility and positive impact of sustainable initiatives.

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Author Biographies

Fernanda Rodrigues de Magalhães Silva, FURB - Universidade Regional de Blumenau

Graduação em Comunicação Social

Cristina Maria Schmitt Miranda, Universidade Regional de Blumenau - FURB

Mestre em Administração

Paulo Sérgio Reinert, FURB - Universidade Regional de Blumenau

Mestre em Administração

Giovanni Augusto Patricio, Fundação Universidade Regional de Blumenau, FURB

Mestrado em Administração

Nicole Cristina Rodrigues, Universidade Regional de Blumenau - FURB

Graduação em Administração

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