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Green Mediography

H&M Conscious Campaign

H&M is a fast fashion brand that is doing a lot of marketing on framing themselves as a sustainable business. The way a fashion brand is framing their actions has a big influence on whether consumers will buy the clothes. H&M uses greenwashing to give off a perfect image of the company by marketing a

#SHEINCares

Shein launched a greenwashing campaign in August 2021, under the hashtag #SHEINCares. The hashtag stands short for ‘Sheincares for Animals’ and is part of Shein’s campaign to protect and save various species of animals. According to Shein’s website they ‘will be donating US$300,000 to meaningful welfare organizations. Searching for #SHEINcares to join us’ (Shein 2021).

App Social Media Content Website Eco Fashion Greenwashing Shifting Responsibility to Consumers Sustainable Consumption Empathizing With Animals Social Media Integration

STRATEGIES is funded by the European Union under grant agreement No 101094373 and the UK Research and Innovation. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or UK Research and Innovation. Neither the European Union nor the granting authority can be held responsible for them..

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