Starting from the relationship between Europe and East Asia, our aim is to analyze the relationship between fashion and sustainability by identifying the characteristics of the different players, the most common practices and the existing communication processes. Hence the need to create a European Observatory on eco-fashion and design. Neuromarketing investigates what happens in the brain during decision-making processes for the selection of a product. How does the adoption of sustainability standards create added value by contributing to a positive perception of the brand? What does it mean to avoid mere green washing in favor of real sustainability? This research aims to explore the role played by the media in shaping perceptions and expectations of consumers in relation to sustainable fashion by focusing on the construction of the narrative and figurative idea of an eco-friendly identity. In particular, the present study investigates the characteristics of “green” communication for Italian fashion.
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