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

Francisco Mateus da Silva Cruz; Ana Augusta Ferreira de Freitas; Felipe Roberto da Silva

doi:10.5585/2025.26565

Authors

Francisco Mateus da Silva Cruz State University of Ceará https://orcid.org/0000-0003-2834-0632
Ana Augusta Ferreira de Freitas State University of Ceará https://orcid.org/0000-0002-2741-6968
Felipe Roberto da Silva State University of Ceará https://orcid.org/0000-0001-7902-4432

DOI:

https://doi.org/10.5585/2025.26565

Keywords:

Fashion, Small Business, Sustainability, Transparency, Social media

Abstract

Objective: To classify and critically appraise how small sustainable fashion brands demonstrate transparency in communicating their sustainable practices on social media. Method: Qualitative and documentary approach, through content analysis of 632 photos, 163 videos, and 170 captions from the Feed and Story Highlights sections of 17 Brazilian brands with up to 50,000 followers on Instagram.

Originality/Relevance: While transparency in the online communication of large sustainable fashion brands has been widely studied, there is a shortage of analysis on small brands. This research fills this gap, highlighting the importance of understanding how these brands publicize sustainable initiatives on social media.

Results: Although visual marketing strategies prevail in the Feed, a more transparent and authentic approach is adopted in Stories about internal processes, artisanal production, women's work, socio-environmental projects, and raw materials. However, there are shortcomings in disclosing socio-environmental impact figures, recognizing challenges and areas for improvement, and communicating fair pay for workers.

Theoretical/methodological contributions: This study deepens the understanding of how small fashion brands approach the communication of their sustainable practices in the digital environment, identifying neglected aspects of this communication.

Social/management contributions: The findings offer practical insights for improving the online communication strategies of emerging sustainable fashion brands, aiming for more transparent and authentic communication with their audiences, to avoid the spread of false marketing discourses.

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Author Biographies

Francisco Mateus da Silva Cruz, State University of Ceará

Mestrando em Administração

Ana Augusta Ferreira de Freitas, State University of Ceará

Post-Doctorate in Administration

Felipe Roberto da Silva, State University of Ceará

Doctor in Business Administration

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