Green Threads in Digital Spaces

This study delves into how leading outdoor clothing brands use Instagram to communicate their environmental sustainability initiatives. The research aims to fill a gap in understanding how these brands, deeply connected with nature and outdoor activities, uniquely utilize Instagram to convey their Corporate Social Responsibility (CSR) efforts. The primary research question explores how these market-leading brands communicate environmental sustainability through Instagram posts, supported by sub-questions focusing on the predominant themes, use of visual imagery, and commonalities in language and tone. The methodology involved collecting and analyzing 220 Instagram posts from these brands, focusing on content related to environmental sustainability. Thematic content analysis was employed to identify and categorize themes and patterns within the posts. The study adopted an inductive research approach, starting with specific observations and progressing towards broader theories. Findings reveal that the brands effectively use Instagram to highlight their commitment to sustainability through various strategies. Patagonia, The North Face, and Arc’teryx leverage visual storytelling, hashtags, and visual campaigns to engage their audience and promote eco-friendly practices. Visual elements such as natural landscapes, sustainable materials, and outdoor activities are prominently featured, reinforcing the brands’ environmental messages. The use of positive and inspiring tones in captions further enhances the impact of their communication, encouraging followers to adopt sustainable lifestyles. The study also discusses the implications of these findings for both theory and practice. Theoretically, it contributes to the understanding of digital CSR communication strategies, particularly in the context of the outdoor clothing industry. Practically, it provides insights for brands on how to effectively use social media to promote sustainability and engage with their audience. In conclusion, this research underscores the importance of Instagram as a platform for CSR communication, highlighting how leading outdoor clothing brands can leverage visual storytelling and strategic content to convey their environmental commitment. The study also suggests areas for future research, including the exploration of audience perceptions and the long-term impact of these communication strategies on brand loyalty and environmental behavior.