Särkoppling och återkoppling inom modeindustrin. En studie av implementationen av hållbarhetpolicies i den svenska modeindustrin

Abstract

The aim of this study is to study how sustainability policies are implemented and perceived in the operations of a Swedish fashion company. The fashion industry is affected by strict controls when it comes to transparency and reporting of sustainability efforts. This contributes to a strong focus on sustainability. The theoretical framework revolved around institutional theory where the phenomenas of decoupling and recoupling were central. A qualitative case study was conducted where interviews were the primary source of data. In total, 14 interviews were conducted with different employees, at different levels, at the company. Several factors were identified that influenced how the studied company's sustainability policies were perceived among the staff. Education and Staff Initiatives were important in the internal organizational environment. In terms of external factors, the study found that isomorphism, regulations had an impact and that the role of the customer had a greater impact than previous research had identified.