From Eco to Ego

Joachim Højer Larsen, Barbora Novomeská & Line Rebien Olesen

Studenteropgave: Fagmodulprojekt


This case study examines the H&M group, one of the giants within the fast fashion industry. In the past few years, the company has implemented a wide range of corporate social responsibility (CSR) strategies to strengthen the sustainable position of the brand, however, continuous scandals regarding different sustainable and ethical aspects of their practices recur. Despite allegations of these, H&M group manages to sustain their position among the top fast fashion retailers. Therefore, the purpose of this paper is to examine H&M group’s CSR initiatives with examples drawn to the latest incineration scandal and to explore the possible linkages between H&M group’s CSR efforts and crisis management. This study will draw upon different CSR theories and Situational Crisis Communication Theory. The findings are based on a thematic analysis of the H&M group’s 2018 annual CSR report (Sustainability Report) and interviews with H&M group’s representatives gathered from the Operation X documentary ‘The burning truth’. The study intends to conclude that H&M is improving their sustainable and ethical practices, however, there are considerable gaps between what they claim to be acting on in their reports and what the actions performed in reality. Moreover, H&M group's crisis management seemingly consists of denying knowledge of any given accusation to a large extent. By doing so, H&M group seems to be distancing themselves from the criticism and thereby, merely focuses on promoting their CSR achievements.

UddannelserVirksomhedsstudier, (Bachelor/kandidatuddannelse) Bachelor
Udgivelsesdato13 dec. 2019
Antal sider63
VejledereKenneth Hansen