Promoting sustainability without greenwashing: building customer trust at Silverjungle
Östring, Ida (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052616100
https://urn.fi/URN:NBN:fi:amk-2025052616100
Tiivistelmä
This thesis was commissioned by Silverjungle, a small Finnish ethical and ecological fashion brand. The purpose of the study was to support the sustainability communication of the company by identifying consumer attitudes and expectations and offering development suggestions. The goal of this study was to initiate concrete development suggestions to strengthen Silverjungle’s brand communication and customer trust.
The theoretical framework focused on sustainability, responsible business practices, and sustainability communication, emphasising themes such as transparency, authenticity, and the value of consistent messaging across different platforms. Consumer expectations regarding sustainable brands were also explored.
The empirical research was implemented as a quantitative study. A consumer survey was distributed online and the questionnaire gathered 102 responses. The results suggested that consumers value clear, honest, and transparent communication about sustainability. Consumers expect concrete examples and accessible information and content. The most preferred communication channels were social media and product packaging and labels.
Based on the findings on the theoretical framework and survey, the thesis offers practical recommendations to Silverjungle. The recommendations included making sustainability communication more visible and consistent across the brand’s platforms, sharing behind-the-scenes content, and sharing clear information about the brand’s sustainability actions across the supply chain. By implementing the suggestions of this thesis, Silverjungle could increase customer engagement and trust as well as strengthen the company’s brand image.
The theoretical framework focused on sustainability, responsible business practices, and sustainability communication, emphasising themes such as transparency, authenticity, and the value of consistent messaging across different platforms. Consumer expectations regarding sustainable brands were also explored.
The empirical research was implemented as a quantitative study. A consumer survey was distributed online and the questionnaire gathered 102 responses. The results suggested that consumers value clear, honest, and transparent communication about sustainability. Consumers expect concrete examples and accessible information and content. The most preferred communication channels were social media and product packaging and labels.
Based on the findings on the theoretical framework and survey, the thesis offers practical recommendations to Silverjungle. The recommendations included making sustainability communication more visible and consistent across the brand’s platforms, sharing behind-the-scenes content, and sharing clear information about the brand’s sustainability actions across the supply chain. By implementing the suggestions of this thesis, Silverjungle could increase customer engagement and trust as well as strengthen the company’s brand image.