Corporate Responsible Communication and Sustainability: an investigation into the practices of an Italian textile company in promoting the reduction of environmental impact and social well-being through digital channels

As firms face increased demand from stakeholders, the growth of corporate responsibility efforts continues. Empirical evidence suggests that corporations can benefit not only from carrying out corporate responsibility initiatives, but also from widely advertising them. This research was conducted in collaboration with GAIA SEGATTINI KNOTWEAR (GSK), a company that manufactures sustainable and ethical sweaters entirely in Italy from regenerated yarns. The research focused on consumer interaction and promotion of conscious consumption in the fashion sector through digital communication of sustainability initiatives. GSK conducted a survey in November 2022 to gather additional data that would allow it to better tailor products to meet the needs of the community. Data collected through an online questionnaire was analyzed quantitatively and qualitatively by researchers of ROMA TRE and LINK Campus University of Rome. An analysis of 1309 responses suggested an attachment among customers to GSK clothing, as demonstrated, for example, by their reluctance to lend garments. Data showed that 46.9% of participants followed the company for more than five years, potentially suggesting a brand loyalty. Furthermore, most respondents owned more than three items, and those who had been familiar with the brand for a longer period tended to own a larger collection. The significant participation in the survey could indicate an emotional bond that could influence strategies to further sensitize individuals and encourage more sustainable purchasing choices. As a result of this involvement, the company is able to communicate directly with its customer base. This contributes to the company's commitment to environmental and social responsibility. Through this initial collaborative effort, we paved the way for a new survey conducted in November 2023 to deepen how corporate social and environmental responsibility affects pro-environmental attitudes and behaviors within the GSK community. Data analysis for this second survey is currently underway.