AbstractAuthors: Emma Möller and Malin Leithe

Title: Fashion, Awareness and Environment - Qualitative study on Djerf Avenue's sustainability communication and its impact on brand identity.

Language: Swedish

Pages: 56

By examining Djerf Avenue, an influencer-owned fashion brand, this qualitative study aims to explore the role of sustainability communication and its impact on female consumers' perceptions and attitudes. The study addresses a knowledge gap by focusing on the interaction between brand identity and ecological sustainability communication, providing a deeper understanding of the role of influencer-owned brands in sustainability marketing communication and its effects on consumer behavior. 

The study utilized a qualitative method with interviews of eight female consumers who follow Djerf Avenue on Instagram and have purchased from the brand. These interviews were thematically analyzed with the support of theoretical frameworks such as green market communication and Aaker's brand identity model. The results of the study show that Djerf Avenue's communication strategies, which emphasize timeless design and sustainability measures, shape consumers' view of the brand and their purchasing behavior. The study highlights a certain skepticism about the brand's credibility in sustainability communication.

The results indicate that influencer communication, especially from Matilda Djerf, plays a central factor in forming consumers' perception of sustainable fashion and their buying habits. Djerf Avenue, as an influencer-owned brand, faces the challenge of striking a balance between economic incentives and authentic sustainability communication, necessitating transparency and credibility to avoid skepticism and credibility issues. In conclusion, provides valuable insights into how influencer-owned brands like Djerf Avenue should handle their sustainability communication to meet consumers' growing awareness and expectations regarding environmental issues within the fashion industry.  

Keywords: Djerf Avenue, ecological sustainability, brand identity, Matilda Djerf, green marketing communication