Communication Strategy Analysis of the “Conscious Collection” Campaign at H&M Greenwashing

Abstract

Analysis aim For knowing communication strategies “Conscious Collection” campaign carried out by H&M from greenwashing practices, using the Lasswell Communication Model. The approach method used is qualitative descriptive, focus on analysis campaign through social media, studies literature. The Lasswell framework used includes who, says what, in which channel, to whom, and with what effect understand the communication process in a way comprehensive. Research results show that H&M as communicator succeed build image positive as brand friendly environment through message sustainability in a way convincing. A digital media campaign targeting young, environmentally conscious consumers. However, greenwashing was found, reflecting the inconsistency between the campaign message and the company's operational practices. The conclusion is that the "Conscious Collection" campaign strategy functions not only as a marketing communication tool but also as a method that has the potential to create perceptions that are inconsistent with reality. This analysis contributes to communication studies in understanding the role of campaign strategies in greenwashing practices, encouraging consumers to be more critical in assessing sustainability claims.