Authentic storytelling in sustainable branding : how narratives shape consumer trust and behavior
Kittler, Zoe Elisa (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025123039029
https://urn.fi/URN:NBN:fi:amk-2025123039029
Tiivistelmä
In recent years, sustainability has become an essential dimension of brand communication, yet audiences increasingly question the credibility of corporate sustainability claims. Growing awareness of environmental and social issues has heightened expectations toward brands, while repeated instances of greenwashing have fostered skepticism and distrust. Against this background, this thesis investigates how authentic storytelling can function as an effective communication strategy in sustainable branding and how narrative and visual elements influence consumer trust and behavioral intention.
The study adopts a qualitative and interpretive research approach based on a comparative case study analysis. Secondary data were collected from publicly available sources, including sustainability reports, brand websites, campaign materials, and digital visual content. Two brands from the apparel sector, Patagonia and Finisterre, were selected due to their strong sustainability orientation and established use of storytelling. The material was analyzed with regard to narrative structure, visual presentation, tone of communication, and transparency practices in order to identify how authenticity is constructed and communicated.
The findings suggest that storytelling plays a decisive role in making sustainability communication more credible and emotionally engaging. Authenticity was perceived to emerge when narratives were closely aligned with observable actions and supported by transparent reporting. Documentary-style visuals, the representation of real people, and the acknowledgment of challenges rather than idealized success contributed strongly to trust formation. While Patagonia emphasized activism and systemic change, Finisterre focused on community, inclusion, and personal connection to nature. Despite these differences, both cases demonstrate that authentic visual storytelling is more effective in fostering trust and encouraging sustainable behavior than fact-based or claim-driven communication alone.
The study adopts a qualitative and interpretive research approach based on a comparative case study analysis. Secondary data were collected from publicly available sources, including sustainability reports, brand websites, campaign materials, and digital visual content. Two brands from the apparel sector, Patagonia and Finisterre, were selected due to their strong sustainability orientation and established use of storytelling. The material was analyzed with regard to narrative structure, visual presentation, tone of communication, and transparency practices in order to identify how authenticity is constructed and communicated.
The findings suggest that storytelling plays a decisive role in making sustainability communication more credible and emotionally engaging. Authenticity was perceived to emerge when narratives were closely aligned with observable actions and supported by transparent reporting. Documentary-style visuals, the representation of real people, and the acknowledgment of challenges rather than idealized success contributed strongly to trust formation. While Patagonia emphasized activism and systemic change, Finisterre focused on community, inclusion, and personal connection to nature. Despite these differences, both cases demonstrate that authentic visual storytelling is more effective in fostering trust and encouraging sustainable behavior than fact-based or claim-driven communication alone.