Is the Transition to Bioeconomy a Sustainable Solution in Fast-fashion Industry, Considering the Overconsumption? - Premises for Future Research

Raluca Ciornea ()

Marketing – from Information to Decision Journal, 2020, vol. 3, issue 1, 27-44

Abstract: The main objective of the paper is to inquire if bioeconomy is a “saving” sustainable solution to major problems caused by fast-fashion industry - consumption of non-renewable and scarce natural resources, waste generation, pollution - in the actual conditions of overconsumption and consumption intensification due to accelerated increase of global population. A closer look reveals that not only that fast-fashion industry is not bridging the gap to sustainability, but also that its transit to bioeconomy (which is the main alternative proposed by global organisms to increase sustainability) may deepen the global issues wanted to be solved, if the current business models are maintained. Insides evidence that individual overconsumption outpaces the fast-fashion industry’s efforts to create a sustainable bio-economic system, thus is imperative to redesign the business models to use less important natural resources and to reduce the environmental impact, while in parallel discourage the overconsumption. Consequently, fast-fashion business models need to have a sustainable holistic approach and incorporate sustainable measures, which are able to shift the consumer behaviour from overconsumption to sustainable choices, in their marketing objectives, strategies and actions. Based on the findings, premises for future research were proposed.

Keywords: Bioeconomy; fast-fashion; sustainable fashion; overconsumption; sustainability (search for similar items in EconPapers)
JEL-codes: M31 Q56 Q57 (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://doi.org/10.2478/midj-2020-0003 (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:vrs:mfitdj:v:3:y:2020:i:1:p:27-44:n:2

DOI: 10.2478/midj-2020-0003

Access Statistics for this article

Marketing – from Information to Decision Journal is currently edited by Ciprian-Marcel Pop

More articles in Marketing – from Information to Decision Journal from Sciendo
Bibliographic data for series maintained by Peter Golla ().