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Master Thesis

Nouvelles formes de communication responsable : entre utopies, changements de paradigmes et greenwashing : étude du cas Patagonia

Abstract : While sustainability and environmental issues become more and more crucial in today’s society, the communication field has yet to find a way to embrace this change. Indeed, from greenwashing to greenbashing, environmental communication still seem to be synonymous with excesses, becoming more subtle than ever and making it thus harder for consumers to detect the truth. A true lack of trust is therefore present when it comes to green communication which leads to the necessity of an evolution in the marketing paradigms. However, new forms of marketing, such as goodvertising, do exist and show that new means of communicating sustainably are possible. Through a case study of the Patagonia campaign entitled “Don’t Buy This Jacket”, this research aims to further explore the boundaries between green communication and greenwashing. Based on the definitions established by Thierry Libaert, we will analyse how this typology is relevant to new types of green communication emerging these past years. This study, thanks to the results of the survey that has been conducted, will finally offer recommendations on how to better communicate sustainably.
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Master Thesis
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https://dumas.ccsd.cnrs.fr/dumas-02468159
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Submitted on : Tuesday, March 31, 2020 - 6:04:14 PM
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Maëlys Nizan. Nouvelles formes de communication responsable : entre utopies, changements de paradigmes et greenwashing : étude du cas Patagonia. Gestion et management. 2018. ⟨dumas-02468159⟩

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