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Sustainable fashion: current and future research directions

Amira Mukendi (School of Management, University of Bath, Bath, UK)
Iain Davies (School of Management, University of Bath, Bath, UK)
Sarah Glozer (School of Management, University of Bath, Bath, UK)
Pierre McDonagh (School of Management, University of Bath, Bath, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 25 February 2020

Issue publication date: 2 December 2020




The sustainable fashion (SF) literature is fragmented across the management discipline, leaving the path to a SF future unclear. As of yet, there has not been an attempt to bring these insights together or to more generally explore the question of “what is known about SF in the management literature and where could the SF field go from there?”. The purpose of this paper is to bring together the field to identify opportunities for societal impact and further research.


A systematic literature review was conducted from the first appearances of SF in the management literature in 2000 up to papers published in June 2019, which resulted in 465 included papers.


The results illustrate that SF research is largely defined by two approaches, namely, pragmatic change and radical change. The findings reveal seven research streams that span across the discipline to explore how organisational and consumer habits can be shaped for the future.

Research limitations/implications

What is known about SF is constantly evolving, therefore, the paper aims to provide a representative sample of the state of SF in management literature to date.

Practical implications

This review provides decision makers with insights that have been synthesised from across the management field.


This review identifies knowledge gaps and informs managerial decision making in the field, particularly through serving as a foundation for further research.



The authors declare there are no conflicts of interest in this study.


Mukendi, A., Davies, I., Glozer, S. and McDonagh, P. (2020), "Sustainable fashion: current and future research directions", European Journal of Marketing, Vol. 54 No. 11, pp. 2873-2909.



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