FM - Sustainability

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Barriers to reaching sustainability in the fast fashion industry
("Stefan cel Mare" University of Suceava, 2024-01) Pătruți, Petra
The fast fashion industry is one of the most polluting industries, and unfortunately, not a lot of viable solutions have been found till this moment. Nowadays, we are noticing more and more fashion campaigns that include a sustainable message, though we are still talking about a lot of environmental and social problems caused by this industry. However, finding innovative ideas starts with identifying the potential barriers that the industry is facing to better understand the actual state of the industry regarding sustainability from both the consumer and organization points of view. The following structured literature review is trying to create a whole picture of the sustainability barriers that the fashion industry is facing, and as we are talking about a highly competitive industry, constant research is needed. The main implications of this study are the ability to better comprehend what hinders the path to a more sustainable future nowadays. Still, to this day, little research has been conducted on the always-evolving challenges of sustainability. More research is needed for companies and consumers to adapt to the shift that is already happening, and the contribution of the paper will likely generate innovative strategies and solutions toward a greener future from both sides of view.
Fashion joining online gaming and the Metaverse
(Sciendo, 2023-07) Pătruți, Petra; Zbuchea, Alexandra; Pînzaru, Florina
In an era when targeting younger generations becomes more and more challenging, and classic fashion is starting to be seen as being outdated, the Metaverse and online gaming has attracted fashion brands' interest. Increasingly more fashion brands, such as Nike, Vans, Gucci, Supreme, Forever 21, Ralph Lauren, and NASCAR, are being present in the Metaverse and online games. The purpose of the study will be to bring some light on how the Metaverse might revolutionize fashion marketing communication for the younger and future generations. The paper also explores the customer benefits that the brands offer through the Metaverse and why the younger public tends to find this marketing type so appealing. From a methodological point of view, two focus groups were organized, one for gamers and another for casual players. The research directions investigate the relationship between fashion, Metaverse, and gaming marketing communications. It follows the perception of the audience, as also the benefits for organizations and consumers of games that include fashion brands. The qualitative analysis results showed that the gap between gamers and nongamers is becoming more and more narrow, as both consume the same type of content, and the benefits for organizations are worth the investment. For consumers, on the other hand, both advantages and disadvantages were highlighted as concerns for future generations. The study acknowledges why the younger generations invest so much time and money in the digital fashion world.
Sustainability trends in the fast fashion industry
(Tritonic, 2023-10-27) Pătruți, Petra
The Fast Fashion industry is a highly polluting industry generating much concern in the academic world. The paper maps the global sustainable trends in the fast fashion market found in 2 databases, Scopus and Web of Science, from January 2000 till July 2023 and contains a literature review of these trends and dimensions. The fact that we want to offer a complex view of the actual trends in the global fashion industry reflects our research gap, which may significantly impact tomorrow's sustainability. The trends are also further discussed and addressed and will be of high value as they better understand the barriers to adopting these sustainable trends on larger scales, leading practitioners to announce proactive solutions for a better and more sustainable future. From a theoretical point of view, we want to expand the knowledge of what the sustainability of the fashion industry on a global level can look like based on different components and dimensions. Similarities were found in analyzing the trend from the two databases as general directions for the international trends.
Sustainable behaviour of B Corps fashion companies during Covid-19: A quantitative economic analysis
(Elsevier, 2022-09-14) Ferioli, Matteo; Gazzola, Patrizia; Grechi, Danieli; Vătămănescu, Elena Mădălina
This paper investigates whether or not Italian Certified B Corps® in the fashion industry achieved levels of corporate social responsibility (CSR) and financial performance that are comparable to listed companies in the same industry during the Covid-19 pandemic. After a review of the literature concerning B Corps, CSR and the circular economy, as well as some coverage of pandemic impacts, a quantitative approach is used to analyze the data empirically. Based on the data available, the study incorporated the entire population of Italian listed companies and B Corps in the fashion industry. Moreover, this study confirms the relationship between CSR and financial performance. The availability of sustainability documents other than the required social responsibility report does not directly affect a company’s profitability, but they are necessary for the long term. The results also confirm the positive relationship between sustainability certification and higher financial performance, as the most sustainable companies were also the most profitable. Certified B Corps® declare their willingness to adopt circular economic principles to the same extent as non-certified listed companies. Moreover, the results show that consumers mainly remember the information disclosed on a company’s homepage; therefore, managers should publish more there. However, they should not underestimate the importance of their sustainability report because it is an effective social communication tool, especially in the long term. Finally, obtaining the B Corp certification will allow companies to inform stakeholders of their social responsibility and achieve higher financial results.
The road toward sustainability in the Romanian fast fashion organisations
(Faculty of Management (SNSPA), 2024-06-16) Pătruți, Petra
The continuous level of consumption in the fast fashion industry has a concerning effect and needs to be addressed through a strategic approach, as it has a considerable environmental, social, and economic impact. The study contributes to a better understanding of the barriers hindering the transition toward a more sustainable future in the fast fashion industry through qualitative research. We conducted the qualitative research using the Grounded Theory, which allows an evaluation from different and multiple perspectives, resulting in a more exhaustive and justified result. Our approach was exploratory and the results will be tested in future studies. The purpose of the paper was to map the road to sustainable fashion by understanding the obstacles/barriers, and solutions/drivers for sustainable development. The sustainability fast fashion organizational barriers were identified in the international literature through a structured literature review and further tested for the Romanian market through interviews. After the NVivo Analysis, the identified barriers referenced the most to least, from a Romanian organisational dimensions perspective were financial barriers, insufficient management engagement, lack of Romanian governmental support and infrastructure, eco-friendly packaging, and stakeholder and supplier barriers. The most mentioned driver dimension from an organisational point of view was the existence of a financial reward system for stakeholders, funding programs from the Government and EU, the implementation of mandatory regulations, and the possibility of creating an infrastructure.
The Romanian Consumer attitudes and awareness linked to sustainability in the fast fashion industry
(Tritonic, 2022) Pătruți, Petra
Sustainable fashion has been gaining more and more attention in the last few years. The fast fashion industry is raising many questions regarding the demand and real need for collections and clothes purchases yearly. Although some companies are starting to take a call of action regarding these issues, at the other end of the purchase chain lies the consumer's attitude and awareness of the topic, as consumers play a significant role in reaching a more sustainable future in the fast fashion industry. Considering this, more and more academicians have started researching more and more the possibility of achieving sustainability in the fashion industry in the last decade. The investigation's purpose is to understand better the level of sustainable awareness and attitudes of Romanian consumers regarding fashion purchases. Other objectives are to identify the perceived barriers regarding adopting sustainable purchase behavior and the potential triggers/motivation to adopt a more sustainable behavior from the consumer's point of view. As for the methodology, a qualitative study was developed, aiming for both fashion-passionate and non-passionate respondents, where the research instrument was the focus group. The element of originality lies in the fact that the study will take place in Romania. In this ex-communist country, the consumer mentality focuses more on price than ethical reasoning. Interestingly enough, we discovered that some Romanian consumers working as fashion specialists had little to no idea about the effects of the fast fashion industry from a sustainability point of view. The main barriers for Romanian consumers were the prices, design, and quality of sustainable items, the absence of legal regulations, and education towards sustainability. This research contributes to providing more awareness regarding the Romanian consumer's awareness level, attitudes, and behavior regarding sustainable fast fashion.

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