Affiliation:
1. Accounting and Business School, Polytechnic of Porto, Portugal
Abstract
To understand how fashion brands are communicating their sustainability strategies supported in green marketing, a case study was developed with the brands H&M and Levi's. An analysis of the green marketing mix of both brands was carried out with a special focus on digital communication. Their sustainability reports and digital tools were analyzed, namely website, blog, newsletter, and social networks. It was found that both fashion brands are investing significantly in strategies to become more sustainable, seeking to adapt the marketing mix in a green marketing perspective, and are using the online medium to communicate their efforts.
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