Exploring the Motivations and Decision-Making of Sustainable Apparel Entrepreneurs

Although the topic of sustainability has been studied extensively, only a few studies exist which examine sustainable apparel entrepreneurs (e.g., Desai, Nassar, & Chertow, 2012; Gam, Cao, Farr, & Heine, 2009; Ho & Choi, 2012; Niinimaki & Hassi, 2011) and none that specifically examine sustainability as a key factor within their business models. In light of these gaps and the increased research interest in the topic of sustainability, the two-fold purpose of this study was to explore the motivations and decision-making of sustainable apparel entrepreneurs and to consider the role of sustainability within their business models