Percepción de la campaña de ropa de H&M Conscious en España: propuestas para una mayor visibilidad e implicación sostenible

Abstract

H&M is a company founded in Sweden in 1947 by Erling Persson, dedicated to the fashion textile sector. The company launched a corporate social responsibility action that encourages the recycling of clothing under the name H&M Conscious. The campaign offers 5€ of discount on purchases over 30 € if you bring a bag of clothes that you are not going to use. With this action, H&M aims to reduce the environmental impact of the garments during their lifecycle, and achieve greater involvement of people in sustainability. Despite the good purpose, and have made an effort to communicate its initiative -the section of H&M Conscious on the website of H&M, the Youtube channel, the annual report and brochures in stores-, according to 1,300 respondents in Spain, the campaign has hardly been known (25%) and there is a distrust by the customer on the destination of his donation. We have proposed initiatives to increase the visibility, motivation and an increased participation in a sustainable environment.