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Fast Fashion and Sustainability: What can relevant stakeholders do differently?

Hinweis: Dieses Thema wird auf Englisch angeboten. Das bedeutet, der Kontakt zum Forschungsteam findet auf Englisch statt. Die Präsentation beim Regionalfinale bereitet das Schülerteam auf Deutsch vor.

In recent decades, the fast fashion industry has grown rapidly, offering affordable and trendy clothing at the cost of immense environmental and social consequences. As a result, the industry has become a major contributor to environmental degradation and social injustice worldwide (Perry et al., 2024). This research question explores how different actors, including companies, consumers, civil society organizations, governments, educational institutions, and other actors can take responsibility and act differently to promote sustainability in the fast fashion industry. It seeks to identify concrete measures, collaborations, and innovations that could support a transition toward fairer, circular, and more environmentally friendly production and consumption patterns. The project will examine how corporate practices, such as supply chain transparency, eco-design, and fair labor policies, can be improved, and how consumers can be encouraged to adopt more sustainable purchasing and disposal habits. It will also consider the influence of activists, sustainability certification bodies, and education in shaping awareness and behavior change.

Potential questions include:

  • How can governments create effective regulations or incentives to reduce overproduction and waste?

  • What role can universities and schools play in educating future consumers and industry professionals about sustainable fashion?

  • In what ways can civil society organizations and media campaigns promote accountability and cultural change within the industry?

By investigating these questions and the shared and unique responsibilities of each stakeholder, this project aims to identify effective strategies for transforming fast fashion into a more sustainable and socially just industry.

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Must-Read-Literatur

Perry, P., Osburg, V. S., Huq, F. A., & Diallo, M. F. (2025). Fashionable ethics: Exploring ethical perspectives in the production, marketing, and consumption of fashion. Journal of Business Ethics196(4), 711-721.

Soufani, K., & Loch, C. (2021). Circular supply chains are more sustainable. Why are they so rare. Harvard Business Review.

Sporn, J., & Tuttle, S. (5). Surprising findings about how people actually buy clothes and shoes. Harvard Business Review, 1-6.

Welch, S., & Soufani, K. (2024). Find a Circular Strategy to Fit Your Business Model. MIT Sloan Management Review, 65(4).

Partnerinstitut

Hamburg School of Business Administration

Das Thema wird betreut von

Dr. Shubham Singh

Dr. Shubham Singh is a postdoctoral researcher at HSBA Hamburg School of Business Administration. In his research, he examines the challenges that firms face because of the growing prioritization of environmental and social issues and firms‘ strategic responses to these challenges. Prior to joining HSBA, he completed his PhD in Management at ESSEC Business School, France.

Dr. Ronja Kirschning

Dr. Ronja Kirschning holds a PhD in Business Administration from ESCP Business School, with a specialization in entrepreneurship. Her research investigates entrepreneurial activity in emerging markets, with a focus on how institutional environments shape, enable, or constrain sustainability-oriented ventures.

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