Sustainability innovators and anchor draggers: a global expert study on sustainable fashion

Abstract

Purpose – The purpose of this paper is to explore current barriers and opportunities for sustainability in the fashion industry. Design/methodology/approach – The paper is based on a study among 36 fashion experts from academia, industry, and non-governmental organizations, who took part in an online study on sustainable fashion. Findings – The results from the study indicates that the fashion industry faces immense social and environmental challenges and that the scale and scope of current approaches to sustainability are limited and fail to address more fundamental challenges linked to the dominant business models and consumption behaviors. Research limitations/implications – As the study is based on the knowledge, values, attitudes, and cultural stances of the participating experts it cannot claim to provide a picture of the “real world.” Nonetheless it contributes with a nuanced understanding of current challenges and opportunities within the industry, as experienced by key stakeholders in the field. Originality/value – The expert study approach moves beyond “good practice” case studies and allow a broader discussion of micro- and macro challenges for sustainability within the fashion industry. The learnings gained through such an approach could inspire future system level research as well as business model innovation in the industry.