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The purpose of this article is to investigate whether the corporate social responsibility (CSR) and innovation activity of Certified B Corps® is comparable to listed companies in the Italian fashion industry.

The study includes a systematic literature review performed on Scopus® and combining keywords related to CSR and the fashion industry. Moreover, the literature review involves empirical analyses performed using a mixed-methods approach. First, a text-based content analysis was carried out on the companies' sustainability reports using the keyword scoring approach. The innovation index was then calculated, and multiple ordinary least squares (OLS) linear regressions were performed.

Based on the data available, it has emerged that Certified B Corps® who pursue a more significant number of SDGs are more likely to implement circular economy principles. Moreover, Certified B Corps® that have higher transparency standards and assume social responsibility practices also have higher innovation activity; in contrast, companies who used CSR only as a marketing tool have lower activity.

The analyses were influenced by the coronavirus disease 2019 (COVID-19) pandemic, revealing weaker relationships between the variables, as the analyses involved 2020 data. Furthermore, although the analysis considers the entire population of Certified B Corps® and listed companies in the Italian fashion industry, the size of the sample analyzed influenced the results and insights. Therefore, the analysis does not allow for generalizability. Finally, the study was conducted on a single country whose economic and social contexts have influenced some variables.

The paper highlights some managerial implications. Managers should consider CSR to be an investment and an opportunity to survive the post-COVID-19 pandemic by applying the triple bottom line (TBL) approach in formulating strategies and increasing investments to develop sustainable innovations.

The article explores B Corps, which has received minimal attention in the literature, to propose a deeper understanding of the topic.

The study aims to analyse the possibilities of positioning the anti-consumption through different communication appeals. It analyses commercial and social marketing campaigns in the global context, with the aim to recommend communication guidelines to empower anti-consumption among different industries.

The study conducted a qualitative content analysis of marketing communication focused on anti-consumption promotion.

The results bring a comprehensive overview of possible communication appeals of anti-consumption and prove feasibility of their implementation. The analysis of used appeals leads to recommendations for developing effective marketing communication for promoting anti-consumption.

The recommendations can serve both for-profit and non-profit organization as a showcase to discover the idea of anti-consumption as communication appeals. By empowering anti-consumption, consumers could reach personal welfare and participate in social equilibrium. Also, the study brings recommendations for further research considering the evaluation of the implemented strategies.

The study covers a gap in published literature focusing on comprehensive analysis of existing anti-consumption marketing communication strategies and appeals and brings an overview of potential strategies for empowering anti-consumption among modern consumers.

The purpose of this study is to examine the impact of the shift towards a circular economy and marketing strategies on the collaborative purchasing behaviour of consumers in India. The study uses the theory of planned behaviour (TPB) and the marketing mix to understand the factors affecting a consumer’s intention to participate in collaborative consumption (CC).

A Web-based survey was conducted, and 349 valid responses were analysed using AMOS (Analysis of Moment Structures) structural equation modelling. The study emphasised the impact of price, promotion and perceived behaviour control on CC and provided direction and advice for companies that rent and swap apparel.

According to the study, promotion and perceived behaviour control are the two key characteristics that significantly impact a consumer’s willingness to participate in CC in India. The study also found that perceived behaviour control plays a significant direct role in behavioural usage. These findings emphasise the impact of price, promotion and perceived behaviour control on CC and offer direction and advice for companies that rent and swap apparel.

This article can be used to evaluate the business in different countries and can be developed further. It does, however, have some restrictions. Because most respondents are from northern and central India, in addition, some respondents are from the southwestern and southern regions, especially in the Mumbai and Chennai locales. Hence, the geographical sample was not diverse in terms of demographics. Furthermore, the gender identity of the respondents might essentially affect how the authors interpret customer buying behaviour, but the study missed this. Researchers could enhance this by using various sampling techniques and ensuring that other demographic characteristics are considered in the future. Furthermore, the survey could not distinguish between online and in-person transactions.

The study provides practical advice for companies that rent and swap apparel, emphasising the impact of price, promotion and perceived behaviour control on consumer willingness to participate in CC. The findings suggest that companies can improve consumer participation by focusing on promotion and perceived behaviour control. In addition, the significance of perceived behaviour control on behavioural usage highlights the importance of empowering consumers to control their decisions to participate in CC.

To the best of the authors’ knowledge, this study is one of the first to examine the factors influencing consumer willingness to participate in CC in the context of the shift towards a circular economy in India. By examining the impact of the TPB and the marketing mix on consumer intention, the study provides valuable insights for companies that rent and swap apparel. The findings highlight the importance of promotion and perceived behaviour control in shaping consumer behaviour and provide practical direction for companies to promote and market their products effectively. The study adds to the existing knowledge on the circular economy and the role of CC in reducing waste and promoting sustainability.

Drawing on goal framing theory, this study aims to investigate consumer values and perceived readiness to engage in secondhand luxury consumption, a form of pro-environmental behavior.

An integrative conceptual model is proposed based on goal- framing theory to gauge the role of various goals driving Gen Z’s secondhand luxury purchase. Cross-sectional data were collected from 246 Indian secondhand luxury shoppers and analyzed using structural equation modeling and PROCESS Macro.

Results demonstrated that both egoistic and altruistic value frames drive secondhand luxury purchase intention through attitude and subjective norms (SNs), respectively. Interestingly, attitude significantly leads to consumer perceived readiness, but readiness does not directly affect purchase intention. Further, risk perceptions moderate the effect of readiness and SNs.

Academic literature lacks empirical evidence on secondhand luxury as a form of pro-environmental behavior and Gen Z argued to be the most influential generation driving this market has not been investigated so far. Through an emerging economy context, this study contributes important implications for luxury brands entering the secondhand market, secondhand retailers and scholars about what motivates young consumers and drives purchase decisions while engaging with an otherwise stigmatized market.

This study aims to promote sustainability-based education in fashion design and merchandising program to enhance students’ knowledge, skills and attitude about sustainability development, organizational responsibility and personal responsibility from the cotton industry perspective.

To conduct this study, three learning components were considered: learning from experts, learning by doing and outreach activity. Sustainability-related topics were strategically incorporated in different courses for one year; project-based learning approach was adopted; and pre–posttest survey was conducted to study the impact of sustainability-based education on student learning outcome. Rand’s principles-attributes matrix was applied to analyze the impact of sustainable education on student learning outcomes.

The results of course projects indicated enhanced student’s abilities on using use different types of cotton materials in product development, creative use of cotton in visual merchandising and development of business plans focused on sustainability. The two-group mean comparisons showed a significant positive impact on students’ knowledge in cotton and sustainability, followed by students’ skills and attitudes.

In response to the lack of systematic approach to incorporate sustainability-related topics in textile and apparel design discipline, this study offered an opportunity to involve approximately 110 students in various sustainability-based teaching and learning projects.

This study aims to investigate the effects of sick-, well- and healed-baby appeals used in fashion products on purchase intentions through anticipated emotions. Consumers' perceived saliency of the environmental issues in the fashion industry was examined as an influencing factor that further explains the persuasion of the advertising appeals.

Two sets of experimental studies were conducted with 201 participants in Study 1 and 186 participants in Study 2.

The results demonstrated that well- and healed-baby appeals increased purchase intentions fully mediated by anticipated positive emotions. In particular, the mediation effect was conditionally significant when individuals' saliency of environmental issues was low. The three types of advertising appeals did not differ in consumers with high saliency for environmental issues. A sick-baby appeal did not induce purchase intentions through anticipated negative emotions. The mediation effect of anticipated negative emotions did not work with any appeal type.

Retail marketers can use the findings to create commercial messages to persuade their fashion consumers. If the brand has consumers with low saliency, either educating consumers about the importance of environmental issues in the fashion industry or using a well- or healed-baby approach in their advertising can increase purchase intentions due to the increased anticipated positive emotions. Increasing the threat level of environmental problems by using a sick-baby appeal would not work, as consumers' anticipated negative emotions (e.g. feeling of guilt from not buying green products) would not convince them to purchase the green product.

The purpose of this paper is to identify the radio frequency identification (RFID) strategic value attributes (RFIDSVAs) mechanism selections preferences and also integration of RFID tags with technology coordination tools (IRTWTCTs) alternatives ranking performance decisions in supply chain management (SCM). RFID-enabled techno-economic feasibility decisions are enhancing the SC visibility in apparel supply chains (ASCs). The RFIDSVAs mechanism selections have performed significant agility to strategic competitive advantages, namely, inventory visibility, multi-tags ownership transfer within trusted third party, etc.

Fuzzy analytical hierarchy process (FAHP) and FAHP-fuzzy Technique for Order of Preference by Similarity to Ideal Solution (FTOPSIS) approaches have been used to evaluate the quantitative assessment of RFIDSVA mechanisms selection decision based on weight priority orders and IRTWTCTs alternatives selection in ASC networks. The comparison of FAHP and FAHP-FTOPSIS approaches to evaluate the integrated framework develop in RFIDSVAs mechanisms and IRTWTCTs alternatives selection decisions in Indian multi-tier ASC networks.

The result found that the FAHP-FTOPSIS approaches have used to prioritizing the RFIDSVA mechanism selection weights and also identify the IRTWTCTs alternatives ranking preferences order in apparel SCM. The comparison between the FAHP and FAHP-FTOPSIS approach to quantitative assessments from RFIDSVA mechanisms and IRTWTCTs alternatives selection decisions, which enable them SC agility potential across multi-tier visibility in ASC networks. ASC stakeholders can be benefited by techno-economic feasibility decisions, RFID-enabled shop floor activities, multi-tags ownerships transfer in SCs and knowledge-based cryptography tags/items separation in SCs.

The research work has considered only five RFIDSVA mechanisms and also three integration of RFIDTWTCTs alternatives in multi-tier ASC. The strategic competitive advantages are achieved by RFID-enabled break-even tags price decisions and also techno-economic feasibility decision by contractual design multi-tier SC stakeholder’s involvements.

The pilot project study explores that the quantitative assessment decision has based on RFID-enable techno-economic feasibility in ASCs. Stakeholders can be benefited by inventory control of the financial losses, reducing the inventory inaccuracies and multi-tags ownership transfer within trusted third-party traceability in ASC networks.

This study explores the RFID-enabled apparel SC process and activities visibility (natural fibre’s fibre producer, fibre dyeing producer, yarn spinning producer, knitting and finishing producer).

The theory of complex adaptive systems (CASs) represents an interesting perspective to study the characteristics of circular supply chains (CSCs). In this regard, the current literature lacks evidence regarding coordination and integration mechanisms, characteristics of the environment and emerging system properties of CSCs. This paper aims to fill this gap and focuses on how and why companies design (i.e. configure and coordinate) their CSCs and what value these design choices help to create across different industries.

The authors use a multiple case study approach and analyze data collected from a sample of five sustainable start-ups operating in the fashion and construction industries in Italy to better understand how these companies design (i.e. configure and coordinate) their CSCs.

Results reveal that in the two industries under investigation, the design of CSCs built around open and closed–loop logic is triggered by the intention to solve a negative sustainability impact. The sustainability impact determines whether the value is restored within the same supply chain, in another, or inside or outside the same industry. Interestingly, start-ups appear to coordinate other CSC actors with three leading roles: (1) orchestrator, (2) integrated orchestrator and (3) circular manufacturer. The coordination role of the start-ups differs in each supply chain configuration based on the level of vertical integration of manufacturing activities.

From a theoretical perspective, the authors' results expand previous supply chain management (SCM) literature by presenting an empirical analysis of the configuration and coordination of CSCs, and discussing the drivers for creating such circularity from a CAS perspective. From a managerial perspective, the authors offer a practical experience to entrepreneurs on how to transform circular and sustainable business model aspirations into CSC practices.

To explore the influence of various factors on the adhesion strength of 3D printing materials and chiffon fabrics, and to develop an original design clothing prototype with an extended functionality that would be compatible with the specifics of the circular design.

Four different chiffon fabrics and four 3D printed materials were chosen as the research subjects to determine the influence of various factors on the adhesion strength and ductility. The uniaxial tensile test was used to determine pull-out force and the pull-out elongation from the interlayer.

3D printed TPU elements can be used to join clothing parts made from low-elasticity chiffon fabrics to improve wearing comfort. In order to comply with the circular economy concept, it is important to select such adhesion parameters of the 3D printed elements and the material system that would ensure wear comfort and withstand wear-level loads; and at the end of the life cycle of a garment, the 3D printed elements could be separated from the product and recycled.

The systems developed can be used to renew and repair products, adding originality, individual touch or additional decorative features, while extending the functional possibilities of clothing items in accordance with circular design principles.

Sports fashion is marketed showing happiness, physical performance and self-care. Thus, sports fashion brands should see a good fit with sustainability: future orientation, self-care, care for others and going out for a physical experience, oftentimes in nature. On the other hand, sports fashion is regularly made of non-sustainable materials and produced under difficult work conditions. This paper aims to discuss the aforementioned issues.

The paper at hand seeks to investigate sports brands' approach to sustainability by examining their product portfolio and their annual report data, analyzing their status quo and sustainability strategy. A content analysis is conducted employing the brands' annual reports and their online shops as data sources to assess their status quo in terms of sustainability as well as future plans.

Results show that on the ecological side, brands unanimously focus on carbon reduction, organic cotton, recycled polyester, circularity-ready business model innovation and water and toxic waste management. The social aspect may be divided into the focal brand and the supply chain, including similar measures: equality and diversity, the promotion of ethnic and cultural minorities and increased safety and health for workers.

The paper derives development opportunities and pitfalls for sports fashion brands.