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International Conference on Fashion communication: between tradition and future digital developments

FACTUM 2019: Fashion Communication in the Digital Age pp 188–197Cite as

Sustainability in the Fashion Brands Websites: SEO Keywords Density Analysis and Consumers’ Behavior

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Abstract

This paper is part of my PhD research, which I started in November 2018.

Sustainability is becoming one of the main trends within our society and there is the need to combine this value within fashion. The fashion industry is one of the leading industries, which produces the highest amount of pollution in the world. The production requires an immense use of water and chemicals and the pollution created with the textile waste has a tremendous negative impact on the environment [1]. Simultaneously, sustainability is becoming one of the main trends within our society, and there is a need to combine this value within fashion. Integrating sustainability, as a value within the fashion system, can be challenging; therefore, the perception towards sustainability has to be positive, has to be an opportunity [2]. Online communication is crucial to influence customers and to deliver sustainable purchase behavior. SEO keywords density analysis studies how fashion websites are implementing their online communication toward sustainability, focusing on specific keywords. The author chose keywords from previous literature and through online software, which suggests the most similar keywords to the word “sustainability” and “sustainable fashion” used online.

The objective of this paper is to observe and analyze the online keywords of fashion brands websites concerning sustainability. I plan to research its significance, taking into consideration the growing online marketplace.

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Author information

Authors and Affiliations

  1. Sapienza University, Rome, Italy

    Daniela Candeloro

Authors
  1. Daniela Candeloro
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Correspondence to Daniela Candeloro .

Editor information

Editors and Affiliations

  1. Institute of Digital Technologies for Communication, USI – Università della Svizzera italiana, Lugano, Switzerland

    Nadzeya Kalbaska

  2. ISEM Fashion Business School, University of Navarra, Madrid, Spain

    Teresa Sádaba

  3. IREST/EIREST, Université Paris 1 Panthéon Sorbonne, Paris, France

    Francesca Cominelli

  4. Institute of Digital Technologies for Communication, USI – Università della Svizzera italiana, Lugano, Switzerland

    Lorenzo Cantoni

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Candeloro, D. (2019). Sustainability in the Fashion Brands Websites: SEO Keywords Density Analysis and Consumers’ Behavior. In: Kalbaska, N., Sádaba, T., Cominelli, F., Cantoni, L. (eds) Fashion Communication in the Digital Age. FACTUM 2019. Springer, Cham. https://doi.org/10.1007/978-3-030-15436-3_17

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