While consumers have become increasingly aware of the need for sustainability in fashion, many do not translate their intention to purchase sustainable fashion into actual behavior. Insights can be gained from those who have successfully transitioned from intention to behavior (i.e., experienced sustainable …

Despite the importance of sustainable fashion consumption, sustainable fashion retailers capture only a small segment of the overall fashion market. While existing research has thoroughly examined consumer drivers of purchasing sustainable fashion, little is known about how retailers perceive these drivers …

This study explores the relationship between second-hand fashion retailers’ marketing tactics and the purchasing drivers of Generation Z (GenZ) consumers, defined as individuals born between the mid-1990s and early 2010s, in the Netherlands. This study aims to identify areas of alignment and misalignment …

For their technological sustainability innovations to become successful, entrepreneurs can strategically shape the technological field in which they are involved. The technological innovation systems (TISs) literature has generated valuable insights into the processes which need to be stimulated for …

The implementation of innovative sustainability technologies often requires far reaching changes of the macro environment in which the innovating firms operate. Strategic management literature describes that firms who want to commercialize an innovative technology can collaborate in networks or industry …