Sustentabilidade e empresas que trabalham o couro animal e “vegano”: um olhar sobre os discursos da comunicação digital das marcas

Abstract

The present work aims to identify how brands that offer animal and "vegan" leather products build their communicational discourses in the media. The methodology applied had a qualitative approach and, regarding its objectives, it was characterized by its exploratory character, for the understanding of the relationship between sustainability and animal and "vegan" leathers with the marketing communication of fashion brands, based on bibliographic and field research. The results achieved showed that the public values knowing the origins of raw materials, but feels a lack in relation to the dissemination of the subject. People do not reject animal leather as long as it is not obtained through animal cruelty. Those who prefer “vegan” leather reported difficulty in purchasing a quality product and affordable value. As for the study of brands, the concern with raising awareness and informing consumers was noticed, but, of the four analyzed, only one presented all its processes and materials with transparency