Verde por fora, cinza por dentro? explorando a transparência na comunicação de pequenas marcas de moda sustentável no Instagram
DOI:
https://doi.org/10.5585/2025.26565Palabras clave:
Mídias sociais, Moda, Pequenos negócios, Sustentabilidade, Transparência da MarcaResumen
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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Derechos de autor 2025 Francisco Mateus da Silva Cruz, Ana Augusta Ferreira de Freitas, Felipe Roberto da Silva
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