An exploratory study of sustainable apparel retailers on the internet Online publication date: Wed, 27-Aug-2014
by Katelyn Fulton; Seung-Eun Lee
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 5, No. 2, 2012
Abstract: The purpose of this exploratory study was to identify the general characteristics of online retailers selling sustainable apparel and examine their sustainability initiatives throughout the supply chain. Hart's (1995) natural resource-based view (N-RBV) was used in this study as a foundational framework. A content analysis of 156 websites revealed that many sustainable apparel retailers on the internet are small/family businesses offering their own private label merchandise. Garments sold on the websites were mostly women's and children's clothing and offered in a variety of colours and product categories. The majority of sustainable efforts were addressed in the fabric and manufacturing stages of the apparel supply chain by utilising garments made of organic materials and the absence of pesticides used in fibre growth. However, few websites addressed sustainability issues in design and production, transportation and logistics, store and warehouse efficiency or post-consumer and beyond.
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