Campaña comunicacional de concienciación sobre el consumo responsable de prendas fast fashion en estudiantes de la carrera de comunicación de la Universidad Laica Eloy Alfaro de Manabí.

Abstract

Fast fashion has become a dominant model in the fashion industry, characterized by offering affordable clothing with rapid trend turnover but significant negative impacts on social and environmental spheres. This research project aimed to design, implement, and evaluate a communication campaign to raise awareness among students in the Communication program at Universidad Laica Eloy Alfaro de Manabí (ULEAM) about the effects of fast fashion consumption, promoting responsible and sustainable practices. Using a convergent research design, quantitative (surveys) and qualitative (focus group) approaches were integrated to analyze the level of knowledge, perceptions, and communication preferences of the students. The results revealed limited knowledge about fast fashion among participants, although a majority expressed a willingness to change their consumption habits. Social media emerged as the most effective platform for delivering sustainability messages, emphasizing the importance of emotional narratives and visually engaging elements. This study concludes that a communication campaign focused on education and behavioral change can effectively influence students' awareness and consumption habits, contributing to a more ethical and sustainable fashion industry.