Green Practices in the Fashion Supply Chain: A Literature Review
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perspective. Although prioritizing the total use of materials and recycling of
goods, there is no reuse of parts, returnable packaging, or reconditioning process.
Furthermore, the quantity of remanufactured materials drive to stakeholders (NGOs)
or others supply chain stages is still low (Sellitto 2018).
In this case, commitment of suppliers is a barrier because it is directly related to
non-communication of aspects to packaging destination, type of raw material used,
and integration between raw material producers for subsequent return, disassembly,
and reuse of parts. The integration of various SC links from 3D virtual prototyping
solutions and innovations in virtual reality in the fashion retail environment represents
opportunities for energy, material, and cost savings across the supply chain (Zhu et al.
2012).
Others studies (Henninger 2015; Sellitto 2018; De Giau et al. 2016) show that
customers in the fashion industry still have a marginal interest in sustainable aspects.
Researchers observe that sustainability does not necessarily add directly to an
improvement in the brand image (Lueg et al. 2015; De Brito et al. 2008). Instead,
it is necessary for organizations to begin to observe the strategies adopted to reach
their target audience, since the impact of actions on eco-friendly demand is totally
different from the behavior of fast-fashion consumers (Allwood et al. 2008).
Regarding customer participation in environmental initiatives, some studies
(Allwood et al. 2008; De Brito et al. 2008) state that although consumers are environmentally aware, their behavior does not change and they expect the producer to
take responsibility on sustainability actions.
Concerning other opportunities in the consumption of natural resources, certain
studies (Li et al. 2014; Turker and Altuntas 2014) show that companies already have
strategies for water and energy consumption reduction (in stores, manufacturing, and
transport activity). For example, partnerships exist between NGOs and companies
for management of water in the production process and to prevent the disposal of
chemicals in effluents (Li et al. 2014).
To assure significant changes to sustainable fashion, it is necessary to mobilize
stakeholders (NGOs, clients, and suppliers) to exercise a proactive attitude in the
major brands of the fashion industry (commonly retailers), which may then inspire
improvements in other SC links’ behavior (Turker and Altuntas 2014).
Regarding investment recovery, the findings show that searching for cost reduction
combined with an upcycling method generate a promising option for new retailers
in the sustainable fashion market, since brands who are focused on sustainability
and innovation have a direct impact on key resources and sustainability activities
(Todeschini et al. 2017). As companies begin to consider the aspects of innovation
in their operations, they become more sensitive to sustainability issues, so a key
factor is how many new revenues are returned to the companies as a result of their
environmental policies.
Figure 3 shows the participation frequency of fashion supply chain links in the
green practices. Hence, it was identified that the retail market (composed of clothing, distributors, department stores, and physical stores) plays a primary role with
21 practices identified. Next, the fabric and finished fabric reveal 10 practices each,
followed by final customers (8), raw material extraction (2), and yarn (2). A greater
127
perspective. Although prioritizing the total use of materials and recycling of
goods, there is no reuse of parts, returnable packaging, or reconditioning process.
Furthermore, the quantity of remanufactured materials drive to stakeholders (NGOs)
or others supply chain stages is still low (Sellitto 2018).
In this case, commitment of suppliers is a barrier because it is directly related to
non-communication of aspects to packaging destination, type of raw material used,
and integration between raw material producers for subsequent return, disassembly,
and reuse of parts. The integration of various SC links from 3D virtual prototyping
solutions and innovations in virtual reality in the fashion retail environment represents
opportunities for energy, material, and cost savings across the supply chain (Zhu et al.
2012).
Others studies (Henninger 2015; Sellitto 2018; De Giau et al. 2016) show that
customers in the fashion industry still have a marginal interest in sustainable aspects.
Researchers observe that sustainability does not necessarily add directly to an
improvement in the brand image (Lueg et al. 2015; De Brito et al. 2008). Instead,
it is necessary for organizations to begin to observe the strategies adopted to reach
their target audience, since the impact of actions on eco-friendly demand is totally
different from the behavior of fast-fashion consumers (Allwood et al. 2008).
Regarding customer participation in environmental initiatives, some studies
(Allwood et al. 2008; De Brito et al. 2008) state that although consumers are environmentally aware, their behavior does not change and they expect the producer to
take responsibility on sustainability actions.
Concerning other opportunities in the consumption of natural resources, certain
studies (Li et al. 2014; Turker and Altuntas 2014) show that companies already have
strategies for water and energy consumption reduction (in stores, manufacturing, and
transport activity). For example, partnerships exist between NGOs and companies
for management of water in the production process and to prevent the disposal of
chemicals in effluents (Li et al. 2014).
To assure significant changes to sustainable fashion, it is necessary to mobilize
stakeholders (NGOs, clients, and suppliers) to exercise a proactive attitude in the
major brands of the fashion industry (commonly retailers), which may then inspire
improvements in other SC links’ behavior (Turker and Altuntas 2014).
Regarding investment recovery, the findings show that searching for cost reduction
combined with an upcycling method generate a promising option for new retailers
in the sustainable fashion market, since brands who are focused on sustainability
and innovation have a direct impact on key resources and sustainability activities
(Todeschini et al. 2017). As companies begin to consider the aspects of innovation
in their operations, they become more sensitive to sustainability issues, so a key
factor is how many new revenues are returned to the companies as a result of their
environmental policies.
Figure 3 shows the participation frequency of fashion supply chain links in the
green practices. Hence, it was identified that the retail market (composed of clothing, distributors, department stores, and physical stores) plays a primary role with
21 practices identified. Next, the fabric and finished fabric reveal 10 practices each,
followed by final customers (8), raw material extraction (2), and yarn (2). A greater