Fast fashion firms striving for sustainability: mission impossible? A qualitative analysis of the motives of fast fashion firms to join the Dutch Agreement on Sustainable Garment and Textile (AGT)
This research studied the motives of fast fashion firms to join the Dutch Agreement on Sustainable Garments and Textile (AGT), a multi stakeholder initiative. A multi stakeholder initiative is a collaboration of multiple actors to strive together for CSR related solutions. The research question is as follows: How do fast fashion firms motivate their choice to participate the Dutch Agreement on Sustainable Garments and Textile? The goal of this study is to gain insight in the motives of fast fashion firms to participate in the AGT. For answering this question, a qualitative research was conducted. This study resulted in three groups of motives consisting of collaborative advantages, intrinsic motivation, and competitive advantages. First, collaborative advantages refer to the benefits of collaborating for the fast fashion firms when they participate with the AGT. Secondly, intrinsic motivation is related to an organization's choice, in this case the decision of fast fashion firms to join the AGT, for the satisfaction of its own organization rather than for some separable consequence. Finally, competitive advantages are referring to the business benefits of the organizations who decide to join the AGT because it would fit within their strategy and business model.
Faculteit der Managementwetenschappen