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Mi Nguyen
SUSTAINABLE SUPPLY CHAIN IN FASHION INDUSTRY
Thesis
CENTRIA UNIVERSITY OF APPLIED SCIENCES
Bachelor of Business Administration, Business Management Programme
June 2023
ABSTRACT
Centria University
of Applied Sciences
Date
June 2023
Author
Mi Nguyen
Bachelor of Business Administration, Business Management
Bachelor of Business Administration, Business Management
Name of thesis
SUSTAINABLE SUPPLY CHAIN IN FASHION INDUSTRY
Centria supervisor
Ann-Christine Johnsson
Pages
36 + 2
Instructor representing commissioning institution or company
The trend towards sustainability has gained momentum globally and is now a significant force driving
many industries, including fashion. Rather than focusing on seasonal colors or popular styles,
sustainable fashion and ethical clothing have emerged as a major trend. The thesis examined the
impact of this sustainability trend on consumer behaviour within the fashion industry at various green
variables. Consequently, the study aimed to provide insights into the perception of consumers towards
the sustainable supply chains movement and identify the factors that affect their purchasing decisions
regarding to sustainable fashion products, therefore helping to inform strategies for promoting
sustainable practices within the fashion industry. For this analysis, the theoretical context covered two
key concepts: the fashion industry and green variables of sustainable supply chain in fashion industry.
The thesis focused on three main questions: How do customers view sustainable and fast fashion
trends? How well are customers informed about the idea of sustainable fashion supply chains and its
components? And finally what components influence consumers' decisions?
This study utilized interview data from female and male consumers aged 23-35 who are interested in
sustainable fashion. The target interviewees were a consumer at the sustainable fashion store Pure
Waste Helsinki, a consumer at a Mango Kamppi store, salesperson at H&M, a second hand shopper at
UFF Kamppi store, my friend - a fashion micro-influencer in France, three of my friends Tuong,
Hieu, and Lumi who have a passion for sustainable fashion. To address the research issues, the study
employed a qualitative research method. The results showed that consumers have a positive and
enquiring attitude toward sustainable fashion. The steps consumers were taking towards being more
sustainable as well as demonstrating what factors influence their purchasing decisions are presented in
the empirical research and data analysis section.
Key words
Consumer behavior, fashion industry, green variables, supply chains, sustainability, sustainable
fashion.
ABSTRACT
CONTENTS
1 INTRODUCTION ................................................................................................................................ 1
2 FAHION INDUSTRY .......................................................................................................................... 4
2.1 Brief history of fashion production .............................................................................................. 4
2.2 Fast fashion ..................................................................................................................................... 5
2.3 Sustainable fashion....................................................................................................................... 10
3 LITERATURE REVIEW.................................................................................................................. 12
3.1 Sustainable fashion supply chain management ........................................................................ 12
3.3 Green variables of sustainable supply chain in fashion ........................................................... 15
3.3.1 Eco-material ........................................................................................................................ 15
3.3.2 Green society ....................................................................................................................... 17
3.3.3 Green retailing .................................................................................................................... 19
3.3.4 Green economy .................................................................................................................... 21
3.3.5 Green transparency and traceability ................................................................................ 21
4 EMPIRICAL RESEARCH AND DATA ANALYSIS .................................................................... 23
4.1 Empirical research ....................................................................................................................... 23
4.2 Data analysis ................................................................................................................................. 26
5 CONCLUSION................................................................................................................................... 30
REFERENCES ...................................................................................................................................... 32
APPENDICES
FIGURES
FIGURE 1. The history of fast fashion ..................................................................................................... 6
FIGURE 2. CO2 consumption .................................................................................................................. 9
FIGURE 3. Textile waste .......................................................................................................................... 9
FIGURE 4. Triple bottom line ................................................................................................................ 12
FIGURE 5. Green retail strategies in several ways ................................................................................ 19
PICTURES
PICTURE 1. Fast fashion habits ............................................................................................................... 7
PICTURE 2. Bangladeshi rescuers make a call for assistance ................................................................. 8
PICTURE 3. Redesigning the sustainable fashion.................................................................................. 10
PICTURE 4. Sustainable fabrics ............................................................................................................. 16
PICTURE 5. Green society ..................................................................................................................... 17
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1 INTRODUCTION
The creation, sale, and marketing of apparel, accessories, and other fashion-related products are all part
of the worldwide fashion industry. It has a lengthy past, with thousands of years of clothing and textile
production and trade. With major centers in cities such as Paris, Milan, New York, and London, the
fashion industry has expanded into a global, multibillion dollar industry in modern times.
The fashion industry has its pros and cons. On one hand, it contributes to economic growth, job
opportunities, and cross-cultural exchange. Over the past 50 years, the production of polyester has
increased by nine times, which is widely used in cheap fast fashion and athleisure wear. As a result,
clothes have become so inexpensive that they are often disposed of after being worn only a few times.
According to a poll, 50% of apparel in the UK and 20% of clothing in the US are never worn (Cho
2021). With the convenience of online shopping, it is easier to make impulsive purchases and returns
at any time of day. The production of clothing results in 10% of human-generated greenhouse gas
emissions and 20% of global wastewater, while utilizing a larger amount of energy than the aviation
and shipping sectors put together. The fashion industry requires vast amounts of water for various
stages of production, including growing fibres, dyeing fabrics, and finishing garments. Moreover, the
global increase in demand for fast fashion and the resulting increase in production has also led to an
increase in water usage in the industry. As a result, the fashion industry consumes 93 billion metric
tons of clean water annually (Cho 2021).
Such a fact, there is a rising trend within the fashion industry that focuses on sustainability. More and
more businesses and customers are opting for ethical and eco-friendly practices. This has resulted in
the development of sustainable fashion, which aims to harmonize fashion with social and
environmental responsibility and increase the implementation of ethical and transparent practices in
the industry. According to a study by Global Fashion Agenda, tackling the environmental and social
issues stemming from the fashion industry could generate a profit of $192 billion by 2030, thereby
contributing to the global economy (Swatski 2021).
As a consequence, the study aims to provide insights into the perception of the sustainable supply
chains movement and identify the factors that affect customers’ purchasing decisions regards to
sustainable fashion products, therefore helping to inform on strategies for promoting sustainable
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practices within the fashion industry. The thesis examines the impact of this sustainability trend on
consumer behaviour within the fashion industry at various green variables.
The thesis focuses on three main questions.
- How do customers view sustainable and fast fashion trends?
- And how well are customers informed about the idea of sustainable fashion supply chains and
their components?
- What components influence consumers' decisions to purchase eco-friendly clothing?
The empirical part of this study is done by using qualitative research method. The information is
gathered using a questionnaire that will be displayed in appendix 1. Thorough analysis of the data
provides dependable and precise insights into the purchasing habits and attitudes of consumers towards
sustainable fashion supply chains, as well as an understanding of the problems associated with fast
fashion. The data obtained from the interview also furnishes responses to the three research queries of
this thesis. The thesis is divided into 5 chapters. At the beginning of the thesis, an introduction is
provided to introduce and describe the research context, the study objectives, the primary research
queries, and the constraints, as well as the organization of the thesis.
The theoretical framework will be divided into two primary segments. In the second chapter, a
summary of the history of fashion production and the present state of the fashion industry will be
presented, covering topics such as fast fashion, sustainable fashion supply chains, phases of fashion
production, and the responsibilities of fashion enterprises. This chapter will also present the results of
the literature review that were obtained before formulating the survey questions. The third chapter will
focus on the green aspects of the sustainable fashion supply chain, including environmental factors that
affect customers' buying decisions and recycled clothing. The fourth section, namely the empirical
research and data analysis chapter, deals with the selection and execution of research techniques, the
creation of questionnaires, and the accumulation of data. This chapter, which is focused on data
analysis, provides information on the analysis process, and offers specifics on both qualitative and
quantitative data collection, presenting all the figures obtained to substantiate the thesis objectives. The
survey questions can be found in appendix 1. In the conclusion chapter, the principal discoveries,
responses to the research questions are presented. The chapter covers the validity and reliability,
limitations of the study as well as provides suggestions for future research.
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It is important to recognize the study's limitations. Eight people made up the sample size, which might
not accurately reflect the varied viewpoints and experiences of all consumers. The specific setting of
the interviews, which were held in Helsinki and France, may have limited how broadly the results
might be applied to other countries or cultures. Qualitative research is also subjective in nature and
vulnerable to individual biases, even though it offers insightful information. These restrictions point to
the necessity for additional study using larger and more varied populations to confirm and build on the
existing findings.
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2 FASHION INDUSTRY
The fashion industry is a vast and dynamic global industry that includes the design, production,
marketing, and sale of clothing, footwear, and accessories. It is a highly competitive industry that is
constantly evolving, driven by changing consumer preferences, cultural trends, and technological
advancements. The industry is known for its creativity, glamour, and innovation, but it also faces
significant challenges related to sustainability and ethical practices. The fashion industry has a
significant impact on the global economy and employs millions of people around the world.
2.1 Brief history of fashion production
The fashion industry is shaped by the people who work in it, including designers, workers in factories,
tailors, seamstresses, embroiderers, salespeople, models, and those involved in creating patterns and
sketches (Taneja & Singh 2008). All these individuals bring their own unique skills and perspectives to
the fashion industry. Throughout time, fashion has changed and adapted to reflect the values and
beliefs of different societies and cultures.
The advent of the Industrial Revolution in the late 18th century brought about significant changes in
fashion production. Although society progressed, the nobility remained influential, especially in 18th
century absolutist France, where clothing was used to demonstrate power. The more lavish and costly
the clothing, the greater the person's authority. The French court, in particular, became famous for its
fashion and style, with the introduction of the haute couture industry (Smith 2021), leading to the mass
production of clothing.
During the course of the 19th century, clothing was to become mass manufactured (Thanhauser 2022).
New technologies and materials meant that clothing could be produced on a much larger scale, and
new social classes emerged. The haute couture industry continued to thrive, with designers creating
exclusive and expensive clothing for the wealthy elite. The clothing industry was a significant source
of employment in Britain during the Industrial Revolution and employed many people for several
decades. Women who worked in the dress trades made up the second-largest group of non-agricultural
workers in 1851, following domestic service (Godley 2013).
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As the 21st century began, the fashion industry remained on a similar path that had started in the late
1990s (Reddy 2021). The rise of technology also had a significant impact on the industry, as online
retailers have been working to offer personalized and intelligent services to their customers using
innovative technologies such as big data and artificial intelligence (AI) (Cheuk 2022). According to
Amy De La Haye and Andrew Tucker in Costume and Fashion: “Between 2006 and 2011 online
international fashion sales increased by 152%, significantly boosted by the new transactional websites
of high street stores, while fashion applications on smartphones facilitate purchasing on the move.”
(Reddy 2021).
During the late 1990s and 2000s, inexpensive fashion reached its peak, online shopping gained
popularity, and the current leaders of the fast fashion industry emerged. Fast fashion became prevalent
due to cost-effective and quicker production and transportation techniques, the growth in the demand
for the latest styles, and the increase in the purchasing power of consumers, especially the youth, to
fulfil their need for immediate satisfaction (Hayes 2022.). The fast fashion has caused numerous
negative effects on both the environment and society. This has led to the growth of sustainable fashion
brands that prioritize creating fashion that is environmentally friendly and socially responsible, aiming
to minimize their ecological footprint and impact on people involved in the production process
(Bielawski 2019).
2.2 Fast Fashion
The origin of 'fast fashion' can be traced back to the manufacturing of inexpensive and low-quality
clothing on a large scale, the term was officially introduced by the New York Times in the 1990s, and
Zara's accelerated production system, which quickly moved clothes from the design stage inspired by
Fashion Week to the stores, served as its inspiration. This allowed anyone to purchase the latest styles
without delay (FIGURE 1) (SANVT Journal 2022).
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FIGURE 1. The history of fast fashion (SANVT Journal 2022)
Fast fashion is a term used to describe cheap clothing that is created quickly by mass-market
merchants to keep up with the newest trends in fashion (PICTURE 1) (Frisan 2023).
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PICTURE 1. Fast fashion habits (Frisan 2023)
While customers may appreciate affordable and fashionable clothing, fast fashion has faced criticism
due to its negative effects on the environment and ethical concerns (Dilonardo 2022). The fashion
industry consumes 93 billion cubic meters of water each year, an amount sufficient to satisfy the water
needs of five million people, additionally, it accounts for roughly 20% of industrial water pollution due
to the treatment and dyeing of textiles (Crumbie 2023).
A significant contributor to the microplastic pollution in our oceans is the fashion sector. This is
mostly a result of the usage of synthetic fibers, particularly polyester, which is the most common
plastic used globally in the manufacture of textiles (Lin 2023). A recent IUCN assessment suggests
that microplastics may be even more of an issue than previously anticipated (Brodde 2017). Instead of
bigger plastic objects that break down in the ocean, between 15% and 31% of marine plastic pollution
may come from microscopic particles generated by industrial and domestic products (Brodde 2017).
The fashion industry's carbon footprint is significant, contributing to as much as 10% of the world's
total carbon emissions. It is projected to grow by 50% by 2030 (Crumbie 2023). On average, an
American person produces 82 pounds of discarded textile material annually (Maiti 2022). A substantial
amount of energy is consumed by the fast fashion sector. According to calculations, the fast fashion
sector is responsible for over 2% of the global energy usage (State of Matter 2022.).
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When it comes to violations of human rights, fast fashion is in a perilous situation in many ways.
Global brands are drawn to South Asian and Chinese garment production markets because of their
structure (Okafor 2023). The horrible photographs that surfaced from Dhaka in April 2013 are all that's
needed to convey to the world the true cost of providing high-profile merchants with inexpensive,
quick fashion (Hobson 2013). The lowest-paid workers in the sector worldwide are those who sew
clothing for Western clients in Bangladesh (PICTURE 2).
PICTURE 2. Bangladeshi rescuers make a call for assistance (BBC News 2013)
According to data by the advocacy group International Labor Rights Forum, at least 1800 garment
workers have died in factory fires and building collapses in Bangladesh alone since 2005, and the issue
also impacts many other nations where low-cost clothing is produced (Hobson 2013). More CO2 was
produced by fast fashion (FIGURE 2) than by shipping and aircraft combined (Mulhern 2022).
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FIGURE 2. CO2 consumption (Mulhern 2022)
Every year, 92 million tons of textile waste are produced worldwide (FIGURE 3) (Ruiz 2023).
FIGURE 3. Texile waste (Mulhern 2022)
While the fashion industry must look for more environmentally friendly ways to create, distribute, and
use the clothing it produces, people are also responsible for doing so. Humans are unable to resolve
issues that arise at the end of a life cycle. Therefore, it needs to be entirely rethought by the global.
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2.3 Sustainable fashion
With the objective of addressing the negative effects that unsustainable methods have on the
environment, society, and the economy, sustainable fashion has become a vital movement within the
fashion industry. Sustainable fashion is a strategy to the design, sourcing, production, sale, and
distribution of clothes that minimizes the industry's detrimental effects on people and the environment
along the entire value chain (The SJ Team 2023). It includes every stage of a garment's lifecycle, from
the sourcing of raw materials to the product's disposal or recycling. Sustainable fashion encourages
moral behavior while taking into account the long-term viability of the fashion business. Examples of
such behavior include the use of eco-friendly materials and the promotion of fair working conditions
(PICTURE 3).
PICTURE 3. Redesigning the sustainable fashion (Nimo 2023)
The negative impacts of the fashion industry on society and the environment are well known. One of
the most resource-intensive sectors of the economy, it increases greenhouse gas emissions,
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deforestation, pollution, and water scarcity. Adopting sustainable practices is essential to reducing
these effects and ensuring the industry's long-term sustainability. By supporting innovation in
materials and production methods, encouraging responsible consumption, and lowering waste,
sustainable fashion offers the chance to change the fashion industry (Defranc 2021).
A growing global movement for sustainable fashion has resulted from the fashion industry's
unsustainable practices. Transparency, responsibility, and ethical behavior are rising in demand from
consumers, activists, and industry stakeholders. Sustainable fashion lowers our resource and water use.
Sustainable fashion can address these issues by utilizing high-quality materials, collaborating with
manufacturing partners who reduce and recycle the amount of water used during production, and
avoiding the synthetics and chemicals that can be utilized in clothing. Sustainable fashion addresses
the waste problem in the sector. Sustainable fashion rekindles a sense of individuality, creativity, and
contentment. Conscious fashion saves the lives of animals (Bielawski 2019). Sustainable fashion
presents an alternative that is in line with moral and environmental principles by reinventing how
clothing is created, used, and consumed. By promoting a more responsible and sustainable method of
fashion consumption around the world, this movement has the power to completely change the fashion
industry.
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3 LITERATURE REVIEW
The third section of the literature study focuses on three crucial components of the management of the
supply chain for sustainable fashion. It starts by looking at the idea of managing the supply chain for
sustainable fashion. The strategies, concepts, and models used by businesses to achieve sustainability
in their supply chain operations are examined in this section. It also explores the elements affecting
consumer behaviour with respect to sustainability in the fashion sector. In addition to highlighting the
importance of marketing and communication in supporting sustainable fashion choices, it investigates
how customer attitudes, beliefs, and values affect their purchase decisions. The last section of the
literature study examines the green supply chain elements in the fashion industry, which include things
like sustainable energy sources, eco-friendly materials, waste reduction, and ethical labour practices.
3.1 Sustainable fashion supply chain management
According to The Post Carbon Reader, Managing the 21st Century’s Sustainability Crises by Richard
Heinberg and Daniel Lerch (Heinberg & Lerch 2010): Sustainability is defined as "that which can be
maintained over time." This implies that an unsustainable society can never be maintained for very
long and eventually disintegrates. The concept of sustainability is frequently understood as solely
relating to environmental preservation, but its scope extends beyond that narrow interpretation
(FIGURE 4). The "Triple Bottom Line" is the latest idea in sustainability, and it includes performance
factors for social justice, environmental conservation, and economic development (Shen 2014).
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FIGURE 4. Triple bottom line (Adapted from Rinalducci 2023)
The three components of the Triple Bottom Line have been clearly outlined by the Sustainability
Society Foundation (SSI 2018): Environmental wellbeing comprises a healthy environment, climate,
and energy sources, as well as natural resources; economic wellbeing is tied to future planning and the
economy. Human wellbeing is defined as social performance, which encompasses fundamental
requirements, personal development, and a well-balanced society (Neve & Sachs 2020). Green
warehouse space and fuel-efficient trucks are frequently the first ideas that come to mind when
thinking about sustainability in the supply chain. In terms of fostering more environmentally friendly
production techniques and integrating labor equality into procurement processes, sustainable fashion
supply chain has the potential to have highly positive effects on the environment (Wess 2020).
Building a sustainable supply chain that addresses all parts of the Triple Bottom Line is essential for
fashion companies (Shen 2014).
The social aspect of Triple Bottom Line considers the well-being of people involved in the fashion
supply chain, including workers, communities, and consumers (Rinalducci 2023). Sustainable fashion
companies prioritize fair labour practices, worker safety, and ethical sourcing of materials to ensure
that their products are produced in a socially responsible way. The environmental aspect of Triple
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Bottom Line considers the impact of the fashion industry on the planet. Sustainable fashion companies
use environmentally friendly materials and processes, such as organic cotton, recycled polyester, and
natural dyes, cork leather to reduce their carbon footprint and minimize waste (Raj 2022). The
economic aspect of Triple Bottom Line considers the financial performance of the fashion industry.
Sustainable fashion companies may invest in new technologies and innovation to develop more
sustainable products and processes, which can lead to cost savings and improved profitability over
time. Together, all these factors expand the scope and richer of the sustainable fashion supply chain
concept (Shen & Liu 2013, 6).
The sustainability aspect of the Fashion Supply Chain is viewed from three different angles, including
the environmental, economic, and social perspectives. Frequently, these three aspects are not examined
individually, but rather in conjunction with at least one of the other two perspective (Tebaldi, Casella
& Bottani 2021).
3.2 Factors influencing consumer behaviour in relation to sustainability
The fashion industry is heavily influenced by consumer behaviour, particularly when it comes to
sustainability. Consumers today are impacted by a wide range of non-socioeconomic elements, which
can be classified as psychological, social, cultural, personal, or economic that people go through while
deciding whether to buy and use certain goods or services (McCarthy 2020). For businesses to
successfully satisfy customer requests, it is essential to understand consumer behavior in the fashion
industry. When customers interact with fashion products, a variety of factors such as personal
preferences, societal influences, cultural values, and individual motives are all at play.
Fashion buying decisions are influenced by a variety of elements, and these considerations have
changed as sustainability has become more and more important. Despite being difficult to evaluate,
psychological factors have a considerable impact on consumer behavior. Maslow's hierarchy of
requirements' description of motivation plays a key influence in dictating consumer purchasing
behavior. Priorities are given to basic and security needs, and self-actualization is frequently tapped
into in marketing campaigns. Consumers generate opinions about things based on information they
learn via commercials, reviews, and promotions, therefore perception is also important. In the era of
information, frequent exposure to different media outlets shapes perception. Consumer decisions and
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actions are influenced by learning, whether cognitive or conditioned, which happens through
experience and information.
Due to the fact that humans are social creatures that like to blend in with our environment, social
variables also have a big influence on consumer behavior. As we watch and copy the product
selections of our family members, family has a significant impact on how we choose to spend our
money. Our purchasing decisions are also influenced by reference groups like clubs, schools, and
social circles because of recurring patterns and the power of the group's opinion leaders. Personal
factors, such as age, income, occupation, and lifestyle, play a significant role in shaping consumer
choices, with preferences varying based on individual circumstances and needs (Rangaiah 2021).
Customers are actively looking for sustainable options as they become more aware of the effects their
fashion decisions have on the environment and society. As a result of their decisions, the industry
adopts sustainable practices to satisfy consumer demands. Consumer demand for sustainable fashion is
a crucial change agent for the industry, motivating firms to adopt ethical standards and fostering the
transition to a more sustainable fashion sector.
3.3 Green variables of sustainable supply chain in fashion
The concept of sustainable fashion involves clothing brands producing garments that not only
minimize their environmental impact, their profit margins but also take into consideration the well-
being of the individuals involved in the production process (Marshall 2022). Sustainable supply chain
includes eco material same as green enviroment, green society, green retailing, green economy and
green transparency and traceability. According to a Statista survey from 2022, 35% of American
consumers said they would be ready to spend much more for apparel that is made sustainably or with
less impact on the environment (Deb 2023). It is obvious that consumers are actively helping to lessen
how much of an environmental impact fashion has. Therefore, being sustainable is a means for
businesses to highlight their responsibility to society and the environment in order to acquire a
competitive edge in the market. The fashion supply chain encompasses the entire process from raw
material sourcing to after-sales service, and involves many different green variables such as eco-
material, green society, green economy, green retailing, and green transparency and traceability.
3.3.1 Eco-material
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The first aspect of sustainable fashion is the use of eco-materials in the fashion supply chain. The
environmental impact of our clothing is mostly determined by the materials used, which also directly
contribute to soil degradation, rainforest loss, water consumption, microplastic contamination,
greenhouse gas emissions, and massive landfill garbage ( The SJ Team 2023). Because of that, eco-
materials are materials that are sourced, produced, and disposed of in an environmentally-friendly way,
with a focus on reducing waste, minimizing pollution, and conserving natural resources. Organic
cotton is the most sustainable type of cloth (PICTURE 4).
PICTURE 4. Sustainable fabrics (The SJ Team 2023)
Contrary to conventional cotton cultivation, organic cotton uses 62% less energy overall and 88% less
water because it is grown without pesticides, synthetic fertilizers, and chemicals during processing
(The SJ Team 2023). The fruit "leathers" is also a popular method in recent years. For instance, the
material created from the leaves of Philippine-grown pineapples is called Piatex. The production of
this material is sustainable and animal-free, using less water and no ecologically harmful chemicals,
with leftover leaf waste being recycled for fertilizer or biomass. Linen, derived from the flax plant, is a
versatile and sustainable material that requires minimal water and pesticides, grows in poor-quality
soil, and every part of the plant is used. Linen is strong, naturally moth-resistant, fully biodegradable
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when untreated, light, can withstand high temperatures, and absorbs moisture without holding bacteria.
Bamboo, also known as bamboo linen or bast fiber, is a rapidly expanding, regenerative crop that
doesn't require fertilization and is frequently promoted as a sustainable material (The good trade
2022.’). Bamboo doesn't need a lot of inputs and can absorb more CO2 than most trees (The SJ Team
2023). Recycled polyester, also known as RPET, is created from used fishing nets, textile waste, and
recycled plastic water bottles and is utilized in sportswear, loungewear, and outdoor clothing (G&F
Group INC 2022). Eco-materials, such as organic cotton, recycled polyester, and bamboo have a lower
environmental footprint than conventional materials, as they require less water, energy, and chemicals
to produce. By using eco-materials, fashion companies can reduce their carbon footprint and minimize
their impact on the environment. Finally, the use of eco-materials in the fashion supply chain can offer
a competitive advantage for fashion companies. As consumers become more aware of the
environmental and social impact of fashion, they are increasingly looking for sustainable and ethical
options. By using eco-materials, fashion companies can differentiate themselves from their
competitors and attract consumers who are looking for sustainable and ethical products.
3.3.2 Green society
The second aspect of sustainable fashion is green society. The idea of a green society is strongly
related to corporate social responsibility, production-focused businesses, and supplier-based
purchasing (PICTURE 5).
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PICTURE 5. Green society (Porter 2022)
According to two recent surveys conducted by The Harris Poll in collaboration with The Conference
Board, sustainability today for many customers includes not only environmental protection and
corporate responsibility but also fairness and social responsibility. There is a reputation for labour
exploitation in the fashion business, where many employees receive minimal pay, working in unsafe
conditions, and facing discrimination. Ethical labour practices, such as fair wages, safe working
conditions, and equal opportunities for all workers, are essential for creating a sustainable and socially
responsible fashion industry and ensuring that suppliers and partners are aligned with ethical business
practices. To lower the danger of accidents and assure environmental safety procedures, health, and
safety management systems (HSMSs) should be designed and implemented in businesses. The
execution of HSMSs enhances health and safety and reduces the likelihood of ecological disasters
(Shekarian, Ijadi & Zare & Majava 2022, 30). By implementing these practices, fashion companies can
improve the lives of workers and promote social equality. Given this, brands have the chance to
communicate about worker wellbeing more effectively, which could result in increased sales and a
willingness to pay a premium price. The promotion of environmental conservation is another key
component of a green society in the sustainable fashion supply chain. They can implement sustainable
practices, such as reducing packaging waste and utilizing renewable energy sources. By promoting
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environmental conservation, fashion companies can create a sustainable and eco-friendly industry that
is not only profitable but also environmentally responsible. As the demand for sustainable fashion
continues to grow, implementing a green society in the sustainable fashion supply chain will become
increasingly crucial for the industry's future.
3.3.3 Green retailing
The third aspect of sustainable fashion is green retailing. Sustainability in retail covers the entire chain,
from the production of the product through its delivery to stores (Cargo 2022). This involves adopting
practices that ensure products are produced, transported, and sold environmentally and sustainably
(FIGURE 5).
FIGURE 5. Green retail strategies in several ways (Retail AI/ML & Data Science 2020).
One of the most important aspects of green retailing in sustainable supply chain is ethical sourcing.
Preventive measures, early detection, and prompt action are the three basic pillars of ethical sourcing.
Preventions entail limiting human rights abuses across the supply chain. Finding the sources or
suppliers who do not adhere to the rules is detection. Responding entails taking the required legal
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measures against the authorities that disobey accepted norms. By doing so, retailers can promote
sustainable practices throughout the entire supply chain and ensure that their products are
environmentally sustainable from production to consumption. Fashion companies can be more assured
that they are treating their suppliers fairly and not abusing their work force (Crumbie & Mahmood
2021) .
Another important aspect of green retailing in sustainable supply chain is sustainable packaging. The
good news is that environmentally friendly clothing packaging is both available and gaining
popularity. Recently, a number of partnerships, foundations, and consortia have formed to assist
businesses in navigating the complex landscape of packaging-related regulation, technology, and post-
use choices (Ramaswami 2020). Some of the most popular packaging paper: seed paper - this
packaging option is made from biodegradable materials, contains seeds, and is intended to be left
outside and planted after use (Sanders 2023); cassava - compostable packaging is a better alternative to
plastic wrapping as it provides similar benefits in terms of being lightweight and flexible while having
fewer environmental drawbacks (Ecoway 2023); recycled plastic. The way to protect the enviroment
can be achieved by designing packaging that is smaller and more efficient, using lightweight materials,
and avoiding excessive packaging.
Green transportation is also an important consideration for retailers looking to reduce their
environmental impact. By employing environmentally friendly transportation strategies to move goods
from the warehouse to the stores, such as electric cars or hybrid trucks, businesses can lessen their
carbon footprint. This can be done by purchasing a fleet of electric or hybrid vehicles or by working
with logistics companies that employ eco-friendly transportation strategies.
Finally, recycling and waste reduction are crucial elements of sustainable supply chain in green
retailing. Recycling is merely the last loop in a circular fashion industry; it is not the complete
solution. According to H&M group, to increase the lifespan of its goods and materials, H&M Group is
redesigning their products and implementing new circular business models. Before recycling, H&M
has always promoted using textiles more by mending, reusing, and remaking them. By adopting
sustainable practices throughout their supply chain, retail companies can reduce their environmental
impact, promote sustainable practices, and ensure that their products are environmentally sustainable
from production to consumption (Villena & Gioia 2020.)
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3.3.4 Green economy
The fourth aspect of sustainable fashion is green economy. The Green Economy Coalition (GEC)
works to advance green economy by partnering with businesses to stimulate the greening of high-
impact sectors, and one of those was fashion industry (Peacock 2018). The green economy aims to
create a more sustainable future by reducing environmental impacts and promoting the efficient use of
resources. Australia has pledged to reduce its domestic carbon emissions and intends to become a
major supplier of renewable energy worldwide. According to Australian Goverment, to achieve this,
the country aims to increase its production of solar, onshore, and offshore wind power, update its
power grid, and generate significant amounts of green hydrogen. Australia's emissions from June 2021
to June 2022 were 21.6% lower than the emissions recorded from June 2004 to June 2005, which is the
reference year for the country's 2030 target in accordance with the Paris Agreement (Australian
Goverment 2021.). This helps to reduce greenhouse gas emissions and other environmental impacts
associated with non-renewable resources.
Green supply chain management is also an essential component of the green economy in sustainable
supply chain. Green supply chains aim to reduce waste and energy use, leading to significant cost
savings. For example, office supply retailer Staples saved $3 million in annual fuel costs by reducing
its fleet's speed limit to 60 mph, which increased fuel efficiency from 8.5 mpg to 10.4 mpg, resulting
in a 20% reduction in fuel consumption (Agility 2021). Green economy is also about good health and
well-being. Investments in the energy and environmental sectors can create hundreds of thousands of
jobs. By focusing on clean energy and increasing wealth, natural, human, and social capital can be
expanded, which can provide job opportunities for green livelihoods, businesses, and organizations
(United Nations 2022.). In conclusion, the green economy in sustainable supply chain is an essential
step towards a more sustainable future. By promoting the use of renewable resources, circular
economy practices, and green supply chain management, businesses can reduce their environmental
impact while also realizing economic benefits. By doing so, we can create a more sustainable and
prosperous future for generations to come.
3.3.5 Green transparency and traceability
The fifth aspect of sustainable fashion is green transparency and traceability. By exposing the true
prices of items and guaranteeing that the wealth created during manufacturing is divided more fairly,
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traceability is the cornerstone upon which we can truly change the fashion business. Brands can track
their suppliers' performance and build a digital map of them with the use of traceability solutions
(Ghosh 2022.). By providing information about a product's environmental and social performance,
companies can identify potential risks and develop mitigation strategies. For example, traceability can
help ensure that products are sourced from suppliers that comply with ethical and sustainable practices,
preventing labour exploitation and environmental damage. Distributing information about a brand's
full supply chain, making each step traceable and available to stakeholders and customers, is a key
component of transparency. This contains details about the area, the supply chain, the workforce, the
manufacturing procedures, and the environmental effects (Zimmerman 2022.).
Transparency and traceability can improve consumer trust and loyalty. Consumers are increasingly
concerned about the impact of their purchases on the environment and society such as the Swedish
clothing retailer H&M, which plans to use only recycled materials by 2030. They disclose over 98% of
their suppliers publicly on a quarterly basis, and people trust them far more often than their rival
(Supertrace 2021). By providing information about a product's environmental and social performance,
companies can increase consumer confidence and loyalty. This can result in increased sales, as
consumers are willing to pay a premium for products that are sustainably produced.
Green transparency and traceability can drive innovation in sustainable fashion. By identifying areas
for improvement in their supply chains, companies can develop new technologies, processes, and
business models that are more sustainable and efficient. For example, the playbook, which was
introduced in Copenhagen as part of the Global Fashion Summit, promises to be a one-stop resource
for fashion firms looking to drive sustainable change with digital traceability. "Traceability describes
the process of tracing the origins, movement, and evolution of products and materials" as stated in the
playbook by TrusTrace (Klerk 2022.). The ultimate goal of the guide is to assist brands in
comprehending the business case for traceability while providing a step-by-step roadmap to
accomplish it. This can lead to the development of new sustainable materials, the reduction of waste
and pollution, and the improvement of labour conditions.
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4 EMPIRICAL RESEARCH AND DATA ANALYSIS
Qualitative research method was used in this thesis for the empirical part. Data gathering using the
qualitative method involved interviewing the target sample with a list of open-ended questions
(APPENDIX 1). The target interviewees are a consumer outside the sustainable fashion store Pure
Waste Helsinki, a consumer outside a Mango Kamppi store, salesperson at H&M, a second hand
consumer outside UFF Kamppi store, my friend - a fashion micro-influencer in France, three of my
friends who have a passion for sustainable fashion. This qualitative research study aimed to provide
valuable insights into the perceptions of consumers towards the sustainable supply chains movement
within the fashion industry and to identify the key factors influencing their purchasing decisions in
relation to sustainable fashion products. This study explores the complex dynamics of consumer
behavior and the degree to which sustainability considerations influence consumers' preferences and
decisions in the context of fashion through a series of in-depth interviews with eight participants. This
section seeks to elucidate trends, themes, and nuanced perspectives that contribute to a thorough
understanding of the influence of sustainable fashion supply chains on consumer behavior through
analysis of the rich qualitative data gathered from these interviews, some key findings are presented.
4.1 Empirical research
The interview's main subject, a customer from Pure Waste Helsinki, exhibits a thorough knowledge of
sustainable fashion and its effects on the environment and society. When buying clothing, the
consumer considers sustainability issues in addition to elements like price, style, and brand reputation
but the brand reputation affects the most. The customers search for and buy their sustainable fashion
products from Pure Waste Helsinki because of their dedication to circularity and use of recycled
materials. The customers value activities such as education, transparency, and participation in
upcycling or recycling projects, and the customers believe that retailers must play a key role in
promoting and providing sustainable fashion solutions. The consumer actively seeks out goods made
of organic or recycled materials and enjoys environmentally responsible design elements. When
researching sustainable fashion options, the consumer analyses a variety of information sources,
including Pure Waste Helsinki's platforms, blogs, films, and recommendations from friends and online
networks. The consumer, based on their personal experiences, thinks that educational, approachable,
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and transparent techniques would be most successful in persuading more consumers to adopt
sustainable fashion practices and make environmentally responsible purchases.
It is clear from the interview with a typical Mango customer that they have a thorough knowledge of
sustainable fashion and its effects on the environment and society. The consumer has actively pursued
sustainable fashion over the course of four years, motivated by a sustainable shopping philosophy and
a determination to reduce waste. As a middle-class person, the consumer puts affordability first and
looks for sustainable solutions that match their spending plan. Motivated by a desire to support moral
and ethical business practices, the buyer seeks for and purchases sustainable fashion products,
particularly when it comes to necessities like jeans or basic clothing. For information, the consumer
consults a range of resources, including company websites, printed matter, and scanning the code on
the fabric tag. The use of eco-friendly materials has a big impact on shopping preferences. The
consumer feels that actively educating people on platforms and in schools about the harm that humans
are causing to the environment, climate change, etc., motivates them to live more sustainably. This
belief is based on personal experience.
The salesperson's awareness and comprehension of sustainable fashion had substantially risen after
working there for two years, according to an interview with them. Working in the fashion industry
exposed them to waste and excess inventory, which made the salesperson aware of the urgent need for
change. Because the salesperson was not aware that they were one of the less knowledgeable
customers, the salesperson began learning and researching sustainable fashion. As a result of their
experience, media attention, and discussions with co-workers and customers, the salesperson
developed a conscious approach to fashion and sustainability. To support businesses that shared their
ideals and achieved positive change, the person made an investment in eco-friendly apparel. Retailers
were seen as important contributors in supporting sustainability through carefully considered product
choices, transparent labelling (H&M is outstanding about this), and initiatives such as clothes
recycling programs and partnerships with sustainable brands. When proposing a product, the
salesperson gave sustainability the same weight as other considerations like affordable price and the
most acceptable style. The salesperson recommended investing in high-quality, timeless pieces made
from sustainable materials for long-term cost effectiveness. The salesperson used a few informational
resources, such as sustainable fashion blogs, social media influencers, and certifications, to research
sustainable solutions and learn about companies' sustainability policies. The salesperson in particular
saw a NETFLIX documentary about simplicity and the environment.
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Without going into detail about the obligations of businesses, the interviewee, a customer at the
second-hand store UFF, stressed her desire to utilize sustainable and diversified apparel. She talked on
being aware of sustainable fashion, comprehending its effects on the environment and society, and
recognizing the drawbacks of the fashion industry. Her love of second-hand shopping, which enables
her to purchase high-quality products at a reasonable price while repurposing old clothing and
lowering environmental pollution, had a significant impact on her attitudes and actions regarding
fashion and sustainability. She was inspired by affordability and the chance to contribute to waste
reduction and the circular economy when she visited UFF and other second-hand shops to hunt for
sustainable clothing. She admired programs like garment swaps and upcycling workshops and thought
that merchants, by emphasizing used clothing, played a critical part in encouraging sustainable fashion.
She recognized the benefits of eco-friendly materials and their impact on her purchase choices because
they can lessen the industry's environmental impact. She gathered knowledge about sustainable fashion
from influencers, blogs, articles, and organizations on social media. She proposed that increasing
consumer awareness, growing the number of consignment shops, lowering the cost of sustainable
clothing, partnering with manufacturers to develop sustainable collections, and boosting awareness
could persuade more shoppers to make ethical fashion decisions. The motivation behind these choices
is not only the affordability but also the opportunity to give pre-loved items a new life. It feels great to
contribute to reducing waste and being a part of the circular economy.
In the conversation, the micro-influencer talked about how she understands sustainable fashion and
how it affects people and the environment. She also noted how her family has been vegetarian for a
very long time. She stressed the power of her tiny but very engaged audience, who value sustainability
and prefer to spend money on durable things rather than passing fashion trends. The micro-influencer
actively searched out and purchased sustainable fashion products to represent the values of her
audience and encourage a more sustainable fashion industry. She underscored the role that retailers
play in promoting sustainable fashion and offering options in this regard, complimenting those who
design collections from sustainable labels and provide transparent information about brand operations.
Before promoting any product, she puts a lot of work into researching and testing consumer goods for
integrity and sustainability. While shopping for clothes, she still sought to create a balance, but she
prioritized sustainability over factors like style, and brand reputation. Considering her own
experiences, she concluded that encouraging a sense of community and loyalty as well as education,
awareness, brand and influencer collaborations, accessibility, and affordability are all effective ways to
encourage more consumers to adopt sustainable fashion practices and make environmentally friendly
decisions. She also emphasizes that by keeping her stance in favour of sustainable fashion, her
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audience is always stable and tends to increase, which also shows that consumer awareness of fashion
sustainability has increased dramatically over the years.
My friends that participated in the interview process all showed that they were knowledgeable about
sustainable fashion and how it affects society and the environment. Due to their limited financial
resources, they were forced to be cost-conscious, which had an impact on their attitudes and
behaviours toward fashion and sustainability. They were seeking economical choices, and they were
interested in sustainable design to follow moral principles without going over budget. Used clothing
from thrift stores and online marketplaces was actively sought after to find one-of-a-kind things at
affordable prices while supporting waste reduction and reuse. Putting an emphasis on striking a
balance and choosing sustainably while staying within their budget, but also taking into consideration
factors like pricing, style, and brand reputation. They looked for things created from recycled fibers,
organic cotton, and other environmentally friendly options, and this played a big part in their purchase
selections. When investigating sustainable fashion options and company practices, the student turned
to social media, blogs, and certifications as information sources. Using their own experiences as a
guide, they emphasized the significance of making sustainable fashion accessible and affordable,
recommending student discounts, collaborations with student organizations, education campaigns,
partnerships with influencers, and promoting the ideas of minimalism and quality over quantity as
effective methods to encourage more environmentally friendly decisions. In fact, they all agree that
adopting a minimalist lifestyle and wearing sustainable clothing at affordable costs are good ways for
students to save money while also lowering environmental pollution and other associated social and
human issues
4.2 Data analysis
The first question is about customer awareness and understanding of sustainable fashion and its impact
on the environment and society. The responses of many interviewees can be compared to find
similarities and variances in how they think and act in relation to sustainable fashion. All interviewees
show an understanding of sustainable fashion, but their objectives and driving forces differ. After 3
years of the Covid-19 pandemic, the sustainable fashion trend has really "awakened" the community.
While brands restructure their operations and the whole production is geared towards sustainability.
Many people are aware of the importance of sustainable fashion and the value it brings to the
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community. Consumers have gradually focused on the practicality and sustainability of clothing such
as: safety, durability, environmental protection, recyclable.
When making purchases, they give equal weight to price, style, and brand reputation and
sustainability. They actively look for and buy things that are made of sustainable materials, especially
those that are made of recycled or organic materials. The interviewees highly esteem retailers who
promote transparency, education, and participation in upcycling or recycling activities. Information
sources like company websites, blogs, movies, recommendations from friends, and online forums are
investigated when investigating sustainable fashion alternatives. The interviewees concur that
educating, being open and personable with customers will help them adopt sustainable fashion
practices. Customers of Mango and Pure Waste Helsinki favor sustainability and cost, although the
former is more concerned with brand reputation. The H&M salesperson focuses on how crucial it is for
shops to support sustainability through product selection, labeling, and recycling initiatives.
Affordability, waste reduction, and support for the circular economy are the main concerns of the
second-hand store customer. The micro-influencer underlines the importance of stores in supporting
sustainable fashion and bases her decisions on the tastes of her engaged audience. Due to their limited
financial resources, the student interviewees stress cost-consciousness while looking for sustainable
solutions.
In particular, what everyone recognizes with a high consensus that quality is the first choice of concern
when choosing fashion products. The findings indicate that it is crucial to raise product quality across
the board, but especially in the green fashion sector. This in turn is directly tied to the manufacturing
strategies and goals of each firm. It is challenging to obtain products of truly high quality since
manufacturers seek to make vast quantities of goods at low production costs and then offer them on the
market at moderate pricing. On the other hand, if they want to raise the caliber of their goods, they
must make investments in more advanced equipment and technology and concentrate on appealing to
customers who are willing to pay a premium for their items. The item is of excellent quality.
Regarding the price factor, the survey respondents also accepted that the price affects the interviewer's
decision to choose to consume green fashion products. It is indisputable that pricing still has an
immediate impact on consumer preferences for every goods. Demand will rise when the price is low,
but it will decline when the price is high. In order to modify prices in a way that benefits both
producers and consumers, producers must adopt the proper strategic policies. However, as we have
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learnt, buyers must pay the price in exchange for a high-quality, long-lasting, and ecologically friendly
product because green fashion items are expensive to produce.
For the interviewees who identified as students, the brand element does not significantly affect their
purchasing habits for eco-friendly clothing. Unbranded, large branded, and long-lasting fashion models
are typically preferred above unbranded green products related to environmental protection.
Fashionistas now dress themselves in vintage clothing to become new fashion icons. With such
affordable yet high-quality reusable fashion items, it is simple to draw clients from a variety of
demographics, particularly students. However, because worn goods are the nature of second-hand
goods, the main disadvantage is that choosing garments takes time. Choosing used goods instead of
brand-new ones requires extra time. Additionally, some second-hand items have unpleasant scents or
stains as a result of the preservation and selection processes used by past consumers. More
dangerously, if the vendor has not cleaned the item correctly, these items may contain social diseases.
Therefore, before using any purchases, pupils need to make thorough preparations.
The findings have an impact on both the objectives of the study and the broader subject of sustainable
fashion. The interviews clarified how important it is for retailers to educate customers and promote
environmentally friendly fashion options. Promoting sustainable fashion methods requires a
combination of factors, including accessibility, knowledge, and transparency. The findings emphasize
the significance of environmentally friendly components and sustainable design in shaping customer
tastes. In addition, it's critical to acknowledge the significance of blogs, social media, and certifications
as informational resources for consumers. Initiatives such as influencer alliances, student discounts,
and minimalist ads can be effective in encouraging more environmentally conscious choices.
Through the interview, we can see that the issue of raising awareness about using green fashion is very
concerned when choosing to buy fashion products. While we are currently consuming more apparel,
the environmental impact is significant. Customers will favor sustainable fashion over fast fashion
since fast fashion has run out of raw materials because it requires constant purchasing and manufacture
to keep up with demand. As a result, the global fashion industry has likewise woken up and increased
its awareness of the sustainable fashion sector. assisting customers in selecting a wider range of fast
fashion items. The motivation to develop more sustainable and environmentally friendly products
comes from there. Many individuals may find it challenging to find the highest-quality products, but
with a few hashtags or the appropriate keywords, you may learn a great deal about the products people
are interested in.
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For example, through interviews, with strong influence on social networking platforms, the influencer
can give reviews of new products to reach hundreds of thousands of followers. They can then
influence their followers to decide whether to buy a product. E-commerce implementation will also
give fashion firms another possible sales channel, generating income streams in addition to offline
commercial operations in showrooms. E-commerce expands the boundaries of time and space in
addition to geography to enable customers to shop whenever and wherever they choose. Particularly
based on the opinions of the neighborhood, any interviewer in this thesis chooses to select the material
provided on the website to learn about the company. Human interaction is happening more quickly
than ever, as we can observe. Therefore, careful preparation in every detail, and give a good
impression will help score the most points for people around. In summary, there is a considerable
media influence on consumer purchasing behavior when it comes to eco-friendly clothing. However,
there are also issues like sending the wrong message to distort facts or emphasizing environmental
issues in the media to draw viewers while enterprises that operate dishonestly continue to produce
garbage. environment, which greatly depends on one's level of understanding and the necessity of
having a genuine concern for the environment.
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5 CONCLUSION
Sustainable fashion and environment are developing rapidly and changing every day. With an
emphasis on numerous sustainability-related topics, this thesis explores how the sustainability
movement has an impact on customer behavior in the fashion business. In-depth interviews and
qualitative research techniques provided insightful information on consumer perceptions of sustainable
fashion and the major determinants of their purchase behavior. The results show that the interviewees
had a clear awareness of how sustainable fashion affects both the environment and society.
When making selections for purchases, the interviewees showed a conscious consideration of
sustainability alongside other aspects including price, style, and brand reputation. They aggressively
sought for fashion items made of eco-friendly materials, especially those that used organic or recycled
materials. The interviewees had high praise for retailers who put an emphasis on openness, education,
and involvement in upcycling or recycling activities. In order to research sustainable fashion
alternatives, a variety of informational sources, including business websites, blogs, movies, friend
suggestions, and online discussion forums, were explored.
Although there were differences in the goals and motivations behind the interviewees' sustainable
fashion choices, a similar theme emerged. They stressed the support that merchants can provide for
sustainable fashion as well as the value of education, accessibility, and affordability in promoting
environmentally friendly behavior. The results highlighted how important eco-friendly materials and
sustainable design are in influencing consumer preferences. In addition, key sources for consumers
looking for knowledge about sustainable fashion include blogs, social media, and certifications.
This study provides important information for developing sustainable practices within the fashion
industry as well as a greater understanding of consumer behavior in regard to sustainable fashion. The
results emphasize the value of shops' initiatives to inform customers, present clear information, and
provide sustainable fashion options. It is possible to convince people to make more ecologically
conscious decisions by using tactics such as influencer partnerships, student discounts, and minimalist
marketing. Fashion companies can better match their practices with customer desires and support a
more sustainable and ethical fashion sector by taking into account the variables mentioned in this
study.
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As fashion evolves in the coming years, sustainability is being incorporated into all aspects of it.
People will be better able to press firms for action if they have a greater understanding of the problems
affecting the sector. It is heartening that companies have already started to exercise greater
accountability and take proactive initiatives to become more sustainable, even though there are need a
lot of challenges to overcome.
To sum the study, there are some recommendations to improve the current situation of sustainable
fashion supply chain as well as influences of sustainable fashion in customer behavior from me and
interview results. A sustainable fashion business will grow as a result of the use of green clothing,
helping to reduce environmental pollution. The government's backing and legislation, corporate
innovation, as well as consumer awareness that green consumption has a good influence on both
themselves and the environment, are all necessary for the development of green fashion. Consequently,
the suggested solutions on the goverment side, to promote products and bring green fashion closer to
the public, the government should arrange several programs connecting environmental protection and
fashion associations with enterprises; collaboration events; green fashion festivals; and community
events. They should use the media, such as social networks, radio, and national television programs, to
promote the usage of green clothing in an efficient manner. Businesses must actively adapt to this
transformation in addition to the government's measures. In particular with the following solutions,
developing the brand of the company known for its eco-friendly clothing by utilizing social media and
hiring brand ambassadors with considerable social impact. They should create holiday-specific
promotions and discounts. Businesses can arrange fashion fairs in collaboration with colleges and
universities that provide specialized programs in fashion design, bringing green fashion designs and
goods closer to the next generation as well as potential customers.
32
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APPENDIX 1/1
INTERVIEW
Interviewer: Mi Nguyen
Interviewees:
- Ave-Maria - consumer at the sustainable fashion store Pure Waste Helsinki
- Ella Jormakka - consumer at a Mango Kamppi store
- Sanni Seppänen - salesperson at H&M
- Lea Sieber - consumer at UFF Kamppi store
- Zunavu zunv - a fashion micro-influence in France
- Hieu Nguyen - my friend who interested in sustainable fashion
- Lumi Goncharova - my friend who interested in sustainable fashion
- Tuong Nguyen – my friend who interested in sustainable fashion
Interview question:
1. How would you describe your awareness and understanding of sustainable fashion and its
impact on the environment and society?
2. What factors or influences have shaped your current attitudes and behaviors toward fashion and
sustainability?
3. Can you recall any specific instances where you actively sought out or purchased sustainable
fashion products? What motivated you to make those choices?
4. In your opinion, what role do you believe retailers play in promoting and offering sustainable
fashion options? Are there any specific initiatives or practices you appreciate or look for?
5. How do you prioritize sustainability considerations when compared to other factors such as
price, style, or brand reputation when shopping for fashion items?
6. How do you perceive the role of eco-friendly materials in sustainable fashion? Do they
influence your purchasing decisions? If so, how?
APPENDIX 1/2
7. What sources of information do you rely on when researching sustainable fashion options or
seeking information about the sustainability practices of fashion brands?
8. Based on your experiences, what strategies or initiatives would be most effective in
encouraging more consumers to adopt sustainable fashion practices and make environmentally
responsible choices?
