Exploring Environmental and Social Sustainability Practices in Fashion Brands: Evidence from Websites and Mobile Applications

Abstract

In recent years, the fashion industry has increasingly integrated environmental sustainability strategies into its operations. Beyond reducing their environmental footprint, many brands have introduced initiatives such as clothing recycling programs and eco-friendly delivery options. At the same time, social sustainability has expanded to include not only supply chain issues, such as child labor and working conditions but also LGBTQ+ representation, body diversity, and inclusivity. This study adopts an exploratory, empirical approach guided by Grounded Theory to examine how fashion brands implement and communicate sustainability through their websites and mobile applications. A content analysis of 50 fashion brand websites and mobile applications was conducted, supported by a literature review and exploratory analysis. User reviews were also analyzed to assess consumer perceptions of these practices. Findings show that many brands still lack comprehensive sustainability strategies, particularly in the social dimension. The study proposes indicators to assess these practices and identifies patterns in how brands use digital touchpoints to operationalize sustainability. These results provide a foundation for future research, highlighting avenues for extending frameworks such as the Triple Bottom Line, Stakeholder Theory, Theory of Planned Behavior, and Contingency Theory, and offering practical insights for managers seeking to enhance environmental and social sustainability.