The Core Value of Sustainable Fashion: A Case Study on “Market Gredit”

Abstract

Sustainability and ethical consumption have emerged as essential topics globally in the carbon-neutral era. The adoption of eco-friendly production and distribution methods have been prominent in the fashion industry as well. This study performed a qualitative case study analysis based on a literature review and in-depth expert interviews. The search yielded ten keywords reflecting how value producers pursue sustainable fashion. These keywords are “eco-friendly”, “recycled”, “vegan”, “upcycled”, “zero waste”, “local production”, “fair trade”, “women-owned”, “gives back” and “animal protection”. The values are divided into five core environmental values and five core social values. Based on in-depth interviews with domestic sustainable fashion experts, the core values and detailed standards of sustainable fashion were specified and presented as practical values. These values were also applied to the Market Gredit platform, an integrated e-commerce platform for sustainable fashion brands in South Korea. This research contributes to improving the environmental and social impacts throughout the value chain of the fashion industry by presenting the core values and detailed standards of sustainable fashion suitable for communication with consumers.