| Abstract |
Citizens' concern about the environmental impact of their actions has led them to rethink their consumption habits towards more sustainable ones regarding their environment. Companies, as social entities and both for this reason and for their environmental, social and economic impact, have to rethink their business strategy towards a more sustainable one which is more committed to these three spheres in a business paradigm in which the correct management of the intangible values, such as Corporate Social Responsibility, can result in a good reputation. Above all, in the case of fast fashion, which is one of the most polluting ones in the world. This paper intends to analyse the communications about CSR that these companies share on Facebook and whether there is a hegemony or difference compared with communications of this type carried out by slow fashion organizations, with a totally sustainable production and manufacturing model. This research concludes that, despite performing sustainable actions as reported in their corporate websites, fast fashion companies do not communicate them on their Facebook profile, unlike slow fashion companies, which com-municate them constantly. |