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  • 1.
    Andersson, Annelie
    et al.
    University of Skövde, School of Business.
    Dunge, Marielle
    University of Skövde, School of Business.
    Hållbarhetsrapportering: På vilket sätt framställer sig svenska modeföretag genom sina hållbarhetsredovisningar?2015Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    It is becoming increasingly common for companies to publish sustainability reports. These aim to report the companies social, environmental and economical impact in a transparent and balanced way. Previous research has questioned the motives behind companies' work with CSR issues. Some argue that companies not only publish their sustainability reports to take responsibility for their impact, but also to use it as a marketing tool.

    There is a strong link between the fashion industry and CSR-related questions, as the industry has an affect on both environmental, social and economic conditions in their production chain. With this in mind, this study aimed to examine the way in which fashion enterprises on the Swedish market present themselves in their sustainability reports. The aim was to create an understanding of what is reported and furthermore describe how the companies portray themselves. This in order to come to a conclusion whether companies use their sustainability reports as marketing material, or if the reports are produced solely as factual information. In order to answer the research question, the sustainability reports were analysed in two steps. Firstly, a qualitative description of each company was made in order to convey a comprehensive picture of the content of the sustainability reports. Moreover a quantitative content analysis was carried out, which treated factors as the “content”, “non-narrative information”, “business relationships”, “future hopes”, “actual behaviour”, “positive and negative revelations related to the company” and “the legitimisation of negative aspects”.

    The study showed that fashion enterprises mainly present social information, and also that the content is primarily positive, which corresponds with previous research. Furthermore, images are used to a great extent in relation to the number of pages of the reports. In light of this the impression is that the companies chose to present themselves in a positive manner with tendencies towards marketing.

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