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Analysing the role of consumer behaviour, and the adoption of green business models and circular economy principles in apparel SMMEs

Author

Listed:
  • Kiara Ramdial

    (Durban University of Technology)

  • Kiara Ramdial

    (Durban University of Technology)

Abstract

This research explores the social and environmental impacts of fast fashion in Durban-based SMME, focusing on sustainability opportunities and challenges in the local clothing industry. Adopting a qualitative research design, using content analysis and snowball sampling, the study investigates the practices of apparel enterprises, the role of consumer behaviour, and the adoption of green business models and circular economy principles. Key findings indicate that there is greater awareness and implementation of sustainable practices in large businesses, including the use of renewable energy and fair labour practices. But there is insignificant implementation by small businesses owing to financial constraints and resource limitations. The study finds gaps in consumer education about the negative impacts of fast fashion and calls for specific education and policy intervention. The research uses dynamic capabilities theory to justify how companies reshape resources in reaction to pressures for sustainability and defines community involvement as a new aspect of sustainable action. Its recommendations involve investment in sustainable design, education for consumers, and collaboration among multiple stakeholders. The research adds to sustainability discourse and calls for localized, adaptive strategies to mitigate the adverse effects of fast fashion in emerging markets. Key Words:Consumer Behaviour, Green Business Models, Circular Economy, Fast Fashion, SMMEs

Suggested Citation

  • Kiara Ramdial & Kiara Ramdial, 2025. "Analysing the role of consumer behaviour, and the adoption of green business models and circular economy principles in apparel SMMEs," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 14(6), pages 01-09, August.
    • Handle: RePEc:rbs:ijbrss:v:14:y:2025:i:6:p:01-09
    DOI: 10.20525/ijrbs.v14i6.4297
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    References listed on IDEAS

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    1. Fahian Anisul Huq & Mark Stevenson, 2020. "Implementing Socially Sustainable Practices in Challenging Institutional Contexts: Building Theory from Seven Developing Country Supplier Cases," Journal of Business Ethics, Springer, vol. 161(2), pages 415-442, January.
    2. Patrick Elf & Andrea Werner & Sandy Black, 2022. "Advancing the circular economy through dynamic capabilities and extended customer engagement: Insights from small sustainable fashion enterprises in the UK," Business Strategy and the Environment, Wiley Blackwell, vol. 31(6), pages 2682-2699, September.
    3. Longyu Shi & Linwei Han & Fengmei Yang & Lijie Gao, 2019. "The Evolution of Sustainable Development Theory: Types, Goals, and Research Prospects," Sustainability, MDPI, vol. 11(24), pages 1-16, December.
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