Navigating The Paradox Of Sustainability And Market Logic: a Qualitative Study On Sustainable Fashion Entrepreneurship

Abstract

The fashion industry is currently at an inflection point, moving from the traditional linear fast fashion approach to the new paradigm of sustainability. Sustainable Fashion Entrepreneurs (SFEs) are the driving force behind the transition, but they are faced with unique challenges in balancing the "ethical imperative" with the "market imperative." This study aims to examine the intricate relationship between sustainability and viability from the SFEs' perspective, using a qualitative approach based on Resource-Based View (RBV) theory and Institutional Theory. Our study aims to examine the approach SFEs take in surmounting the challenges they face in the transition from the traditional fast fashion approach to the new sustainability paradigm, creating value in the process. Using a purposive sampling approach, we conducted semi-structured interviews among 34 respondents, comprising 22 industry practitioners and 12 consumers. Using Gioia’s approach, we identified four dominant themes: Ethical Tension Management, Supply Chain Integrity, Market Perception and Consumer Education, and Entrepreneurial Resilience. Our study contributes to the literature by providing an understanding of the trade-offs SFEs make in the sustainability approach, which can be beneficial in creating a new paradigm in the fashion industry. We propose a framework illustrating how SFEs capitalize on authenticity and transparency as distinctive resources to counterbalance institutional pressures. Our research contributes to the literature by providing a nuanced understanding of trade-offs in sustainable decision-making and its practical implications for developing a sustainable fashion ecosystem.