Date of Award

Spring 5-12-2025

Degree Name

Bachelor of Arts (BA)

Department

Environmental Studies

Advisor(s)

John Van Buren

Abstract

This thesis examines current gaps within sustainable business and sustainable fashion within the global fashion industry by carrying out a comparative analysis of the three companies: Shein, Zara, and Vivienne Westwood. These companies have different positions along the sustainability spectrum and offer insights into how profitability is weighed against environmental and ethical concerns. Chapter 1 addresses environmental sustainability, assessing how each brand is responsible for damaging the environment through overproduction, wastage, synthetic materials, and greenhouse gas emissions. Chapter 2 addresses ethical and social responsibility, considering workers' conditions, fair compensation, and labor protections along international supply chains. Chapter 3 draws on consumer psychology to analyze what drives consumer motivations, how marketing affects ethical decision-making, and why there appears to be a gap between ethical intentions and purchasing behavior. Chapter 4 analyzes the political, legal, and economic frameworks that shape corporate sustainability, with a focus on government regulation, financial incentives, and regional differences in Asia, EU, and UK. Chapter 5 includes conclusions and recommendations, outlining concrete steps for companies, customers, and policymakers to create a more responsible and sustainable fashion sector. Through the placing of these issues within interdisciplinary contexts, this thesis strives to contribute understanding towards comprehending the systemic and behavioral adjustments required to address the environmental and social impacts of fashion.

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