Resumo

PACHECO RUEDA, Marta; PASTOR RODRIGUEZ, Ana  e  PILAR. Generating ecological awareness from the university. Analysis of an experience around fashion and sustainability with future advertising professionals. Revista de Comunicación [online]. 2023, vol.22, n.2, pp.435-455.  Epub 18-Out-2023. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc22.2-2023-3250.

In a context dominated by the worsening effects of climate change, as professors of a degree in Advertising and Public Relations, our students are made up of people who are not only members of generation Z -the main target audience for fast fashion- but also future creators of narratives capable of creating ecological awareness among citizens. This article presents the results of an exploratory research that responds to two objectives: to know the profile of said students as fashion consumers; and to know if the university can contribute to create an ecological conscience about the production and consumption of fashion in future advertising professionals. The research is organized into two studies, each designed to respond to each objective. A quantitative methodology is used, through the application of a questionnaire prepared ad hoc, together with a quasi-experimental methodology, with a training intervention developed within the framework of the “ConSuma Conciencia” initiative. The analysis reveals a profile of the student body that is hardly concerned by the problems represented by the fashion industry, largely unaware of its environmental impact and with few sustainable fashion consumption habits. However, the changes shown because of their participation in the training intervention allow us to be moderately optimistic since the data reflect that knowledge, attitudes and even previous behaviors of the student body in relation to sustainable fashion are modified.

Palavras-chave : climate change; ecological awareness; fast fashion; future advertising professionals; generation Z; sustainability; university.

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