La moda sostenibile tra produzione e consumo

Sustainability has become recently one of the most important issues for corporations and consumers. On the one hand, as many national and international researches highlight, corporate social responsibility practices are focusing on environmental protection and, on the other hand, sustainable consumption practices are steadily growing , even if they still represent a niche in the market. Best practices concerning environmental protection are detectable in different market sectors, and individual responsible practices are spreading: i. e., energy saving, recycling, and use of ecological row materials. The aim of the paper is to verify if the Italian fashion sector can satisfy the demand for sustainable products. Starting from the empirical evidences emerging from a qualitative research on motivations and consumption practices of female consumers of ethical fashion, the paper will analyse some case histories of fashion brands to understand the capability of the fashion system to satisfy consumers’ ethical issues.