Hur översätts interna hållbarhetsvärderingar till extern hållbarhetskommunikation i möbelföretags konstruktion av varumärkesautenticitet? : En kvalitativ flerfallstudie av sex svenska möbelföretag

Sammanfattning

This study examines how furniture companies work to translate internal sustainability values into credible external communication. The purpose has been to understand how this translation from word to action actually shapes an authentic brand and contributes to the construction of brand authenticity. Through a qualitative multiple-case study, semi-structured interviews were conducted with individuals possessing deep industry insight within the furniture sector, where craftsmanship, quality, and long product lifespans are central. The results indicate that authenticity is not something that can be purchased through advertising, but rather involves letting practical work consistently precede grand rhetoric. For the companies in the study, sustainability is a natural part of their identity. The study shows that the journey from values to communication is characterized by complexity. The analysis identifies three central translation strategies used by firms to navigate the market: material anchoring, strategic restraint, and honesty in trade-offs. Several firms choose a form of strategic silence, or greenhushing, to protect their reputation and avoid being associated with superficial environmental rhetoric. In summary, the study concludes that honesty regarding the challenges and trade-offs that occur within operations is what ultimately builds trust. By daring to communicate internal friction and combining concrete evidence with openness about production, companies manage to present an image that aligns with reality. It is precisely this long-term persistence and the willingness to let product quality speak for itself that emerges as the most vital cornerstone for a genuinely sustainable brand.