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Green, Digital Storytelling: Communicating Sustainable Fashion on Instagram

In: Conference Proceedings Trends in Business Communication 2022

Author

Listed:
  • Selina Sommer

    (University of Applied Sciences Upper Austria)

  • Mario Jooss

    (University of Applied Sciences)

Abstract

This paper deals with the importance of sustainable fashion through digital storytelling with the use of Instagram as a storytelling tool. The analysis of literature focuses on digital and serious storytelling as well as fast fashion and the solutions that fair fashion offers. The methodical implementation took place in form of a content analysis of 7 Instagram accounts of fair fashion companies. The results show that the following content is communicated: Drawing attention to problem with fast fashion, sustainable materials, sustainable practices, eco-friendly manufacturing processes, healthy/fair working conditions for production workers, drawing attention to consumption of resources.

Suggested Citation

  • Selina Sommer & Mario Jooss, 2023. "Green, Digital Storytelling: Communicating Sustainable Fashion on Instagram," Springer Books, in: Peter Schneckenleitner & Wolfgang Reitberger & Alexandra Brunner-Sperdin (ed.), Conference Proceedings Trends in Business Communication 2022, pages 111-126, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40619-6_8
    DOI: 10.1007/978-3-658-40619-6_8
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