Analysing the role of consumer behaviour, and the adoption of green business models and circular economy principles in apparel SMMEs

Kiara Ramdial and Kiara Ramdial
Additional contact information
Kiara Ramdial: Durban University of Technology
Kiara Ramdial: Durban University of Technology

International Journal of Research in Business and Social Science (2147-4478), 2025, vol. 14, issue 6, 01-09

Abstract: This research explores the social and environmental impacts of fast fashion in Durban-based SMME, focusing on sustainability opportunities and challenges in the local clothing industry. Adopting a qualitative research design, using content analysis and snowball sampling, the study investigates the practices of apparel enterprises, the role of consumer behaviour, and the adoption of green business models and circular economy principles. Key findings indicate that there is greater awareness and implementation of sustainable practices in large businesses, including the use of renewable energy and fair labour practices. But there is insignificant implementation by small businesses owing to financial constraints and resource limitations. The study finds gaps in consumer education about the negative impacts of fast fashion and calls for specific education and policy intervention. The research uses dynamic capabilities theory to justify how companies reshape resources in reaction to pressures for sustainability and defines community involvement as a new aspect of sustainable action. Its recommendations involve investment in sustainable design, education for consumers, and collaboration among multiple stakeholders. The research adds to sustainability discourse and calls for localized, adaptive strategies to mitigate the adverse effects of fast fashion in emerging markets. Key Words:Consumer Behaviour, Green Business Models, Circular Economy, Fast Fashion, SMMEs

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ssbfnet.com/ojs/index.php/ijrbs/article/view/4297/2909 (application/pdf)
https://doi.org/10.20525/ijrbs.v14i6.4297 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rbs:ijbrss:v:14:y:2025:i:6:p:01-09

Access Statistics for this article

International Journal of Research in Business and Social Science (2147-4478) is currently edited by Prof.Dr.Umit Hacioglu

More articles in International Journal of Research in Business and Social Science (2147-4478) from Center for the Strategic Studies in Business and Finance Editorial Office,Baris Mah. Enver Adakan Cd. No: 5/8, Beylikduzu, Istanbul, Turkey. Contact information at EDIRC.
Bibliographic data for series maintained by Umit Hacioglu ().