MODA e MODUS: a comunicação sobre impactos socioambientais da cadeia têxtil como dispositivo para o consumo responsável
Resumen
Studies indicate that the textile fashion production chain is responsible for several
social and environmental impacts across the planet. In this context, consumerism, or
consumer society, is identified as the core of the main problems related to the link
between fashion and the environment. Although environmental issues are currently
being discussed in the media, there is still a gap in studies on critical environmental
communication. This exploratory research aimed, therefore, to answer the following
main question: how does transparency in communication about the socio environmental impacts generated in the stages of the fashion production chain
influence consumer behavior? To answer it, five studies were proposed that
complement and interrelate with each other, each dealing with the following aspects:
1) the objective was to seek, through bibliographical research, information on the
relationships between fashion and socio-environmental impacts; 2) the objective was
to analyze content from two different communication spaces, scientific articles and
documentary films, through which data were collected on peculiarities present in
environmental narratives; 3) the objective was to provide information about the
corporate communication policy of four companies in the clothing sector (Lojas
Renner, C&A, Pernambucanas and Riachuelo), through the analysis of sustainability
reports; 4) the objective was to gather information about the communication of the
Algodão Paraíba Project and the Algodão Project in Agroecological Consortia, based
on a case study; 5) the objective was to present qualitative data on consumers'
knowledge regarding the textile fashion chain and their respective consumption
behavior. The results obtained indicate that: 1) there is a need to create a new
awareness regarding consumption; 2) scientific communication is limited to a small
portion of the population, while documentaries enable a broader and more accessible
discussion; 3) three of the four clothing companies analyzed use the Global Reporting
Initiative (GRI) indicator in their reports, which suggests that pressure from investors
leads large companies to adopt more environmentally fair practices and policies; 4) the
case study demonstrated alternative models to extensive cotton cultivation and
highlighted the importance of communication being well articulated for projects of this
nature; 5) 114 women responded to the questionnaire, and the data collected showed
that 64.9% do not know who makes their clothes, 50% look for good social and
environmental practices when buying their clothing, 49.6% look for
information through social networks , and 20.4% still have a lot of doubts about the
impacts and the means of obtaining information on the subject. In conclusion, it is
suggested that transparency in communication can serve as a device for more
conscious consumption. It is expected that the data collected in this study will serve as
an element that contributes to the development of environmental education and
communication policies.
Keywords: fashion chain; socio-environmental impacts; environmental communication;
environmental communication policy; sustainable communication.
Colecciones
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