Institutional Constituents of Change for a Sustainable Fashion System

Abstract

The sustainability challenges of fashion industry are associated with multiple, interrelated, and complicated issues, involving a large number of different institutional constituents. The collective efforts of different actors at macro level is necessary to address these challenges. However, research that empirically examines multiple actors in the same study are limited. Employing market system dynamics (MSD) as a theoretical framework, this study addresses this gap by providing a more comprehensive perspective on the roles of different institutional constituents - designers, retailers, luxury brands, fashion associations, and consumers - in transformation towards a more sustainable fashion system and the dynamics that mobilize these actors to seek market change. Ethnography with emphasis on participant observation and interviews is adopted as research methodology, supported by secondary data on sustainable fashion practices. The study contributes to macromarketing literature not only by demonstrating the roles of multiple institutional constituents, but also by providing the conflicting perspectives and motives, and innovative ideas and practices in transformation towards a more sustainable fashion system.

Why Do(n’t) We Buy Second-Hand Luxury Products?

“…This coincides with Dubois et al [12], Ertekin and Atik [106], Kapferer and Bastien [39], and Roberts [2], indicating product excellence as a key characteristic of luxury products. The focus on quality is also emphasized by luxury manufacturers.…”

Exploring the level of sustainability awareness among consumers within the fast-fashion clothing industry: a dual business and consumer perspective

“…It is a strong industry and it plays a significant role in the EU manufacturing sector, employing 1.7 million European citizens and generating an annual turnover of €166bn. Moreover, the industry contributes approximately €61bn to the European economy in terms of exports (EURATEX, 2020).…”

“…This has created a clothing culture, which even though it was once predisposed towards the making of products that were more expensive but more durable, to items that are now disposable and characterized by minimum attention to quality and craftmanship (Cline, 2012). This has primarily been the result of technological advances and the globalization of production which subsequently led to the growth of fast fashion, making the latest trends available to mass consumers by emphasizing speed in production and distribution, as well as affordable prices (Ertekin and Atik, 2020). The present levels of production and consumption in fashion result in serious ecological and social consequences.…”

“…The present levels of production and consumption in fashion result in serious ecological and social consequences. Intense criticism and empirical research in the area raised concerns regarding, for example, the challenges associated with climate change, the scarcity of natural resources and the overuse of chemicals as already pointed out in the discussion (Ertekin and Atik, 2020;Ertekin and Ozdamar, 2016). Undeniably, the sustainability challenges of the fashion industry are multiple often interrelated and, in their majority, complicated to address and solve.…”

Moda sustentável: uma análise sob a perspectiva do ensino de boas práticas de sustentabilidade e economia circular

“…Isso sugere fabricar produtos que adotem matéria-prima com elementos que não prejudiquem o meio ambiente em seu sistema de produção (Fifita, Seo, Ko, Conroy, & Hong, 2020) -por exemplo, o algodão orgânico, que não utiliza agrotóxicos (Galleli, Sutter, & Lennan, 2015). A moda sustentável procura gerar no cliente uma experiência de compra associada ao compromisso social e ambiental (Ertekin & Atik, 2020), unindo os pilares do consumo com a consciência e o compromisso com a sociedade (Lee, Choi, Han, Ko, & Kim, 2020).…”