They understand that if supply chain is more sustainable, more natural resources are used and less CO2 are emitted, in return, retail prices might be also increased. Consumers’ environmental attitudes directly influence their eco-fashion consumption. From the fashion consumers’ perspective, consumers are growing to have social and environmental awareness.

From the fashion firms’ perspective, because the production process in fashion is particularly sensitive to environment in terms of making intensive use of chemical products and large quantities of water and pesticides, it is significantly important for fashion products to be produced in a sustainable manner and follow the guideline of sustainability such as ISO 14000. The demand to minimize the environmental pollution is not only from fashion firms but also consumers. Moreover, based on the secondary data and analysis, we learn the lessons of H&M’s sustainable fashion supply chain from the country perspective: (1) the H&M’s sourcing managers may be more likely to select suppliers in the countries with lower degrees of human wellbeing (2) the H&M’s supply chain manager may set a higher level of inventory in a country with a higher human wellbeing and (3) the H&M CEO may consider the degrees of human wellbeing and economic wellbeing, instead of environmental wellbeing when launching the online shopping channel in a specific country.įashion industry has huge impacts on global environment. We study the case of the Swedish fast fashion company, H&M, which has constructed its sustainable supply chain in developing eco-materials, providing safety training, monitoring sustainable manufacturing, reducing carbon emission in distribution, and promoting eco-fashion. We first depict the structure of sustainable fashion supply chain including eco-material preparation, sustainable manufacturing, green distribution, green retailing, and ethical consumers based on the extant literature. This paper contributes to current knowledge of sustainable supply chain in the textile and clothing industry. When a fashion company aims to promote sustainability, the main linkage is to develop a sustainable supply chain. Sustainability is significantly important for fashion business due to consumers’ increasing awareness of environment.

H and m ad campaign 2018