Construction Of An Eco-friendly Image Of Levi’s From 2006

Previous studies show that Levi’s jeans have been loaded with multiple layers of cultural meanings form the birth of the first pair of jeans. The changing image of jeans is related to the changing of culture. In the 21 st century environmental sustainability is changing people’s way of life. The objective of the paper is to reveal the influence of environmental conservation discourse in the US by examining the reaction of typical American corporation like Levi’s to environmental sustainability.The thesis analyzes the strategy Levi’s used in constructing its eco-friendly image by doing discourse analysis of various texts. The power of the developing environmental conservation discourse makes environmental conservation a responsibility that companies and individuals should take. Levi’s employs eco-responsibility in the construction of the eco-friendly image for Levi’s brand. It constructs itself as a supporter of green efforts, a developer of green products and a promoter of eco-responsibilities.This study found that culture plays an important role in the development of the Levi’s brand. The changing image of jeans is a result of the changing of international and American culture. Levi’s construction of the green image for the brand is the result of the influence brought by the burgeoning green culture. The history of the development of Levi’s is the history of its interaction with American culture.