Open AccessThe Importance of Sustainability in the Fashion Sector: ADIDAS Case Study
Author(s) -
Graziella Sicoli,
Giovanni Bronzetti,
Maria Baldini
Publication year - 2019
Publication title -
international business research
Language(s) - English
Resource type - Journals
eISSN - 1913-9012
pISSN - 1913-9004
DOI - 10.5539/ibr.v12n6p41
Subject(s) - scarcity , sustainability , business , work (physics) , value (mathematics) , corporate social responsibility , social sustainability , marketing , economics , public relations , market economy , engineering , political science , mechanical engineering , ecology , machine learning , computer science , biology
In a society such as the present, characterized by an extremely consumerist lifestyle, the issue of social, economic and environmental sustainability must be taken into account and must become a conditioning element of day-to-day life choices by every business. To be a sustainable business means not only respecting the environment, but also respecting the health of workers and consumers, saving raw materials and economic resources, respecting human rights, rationalizing creative and productive processes, reducing waste, creating new and more transparent ties with communities. This implies a responsible behavior, with the aim to create value for all stakeholders. This is also affecting the fashion industry, where the problem of scarcity of resources and raw materials often leads to new entrepreneurial choices, which based on three important issues: saving, recycling, re-use. This study, using case study, examines the impact of sustainability policies implemented by some company operating in the fashion industry. Starting from these premises, the work intends to describe and analyze the application of the concept of sustainability in the field of fashion industry, focusing in particular on the Adidas case.