SUSTAINABILITY AND INTERNATIONAL TRADE IN THE FASHION INDUSTRY: A CROSS-CULTURAL ANALYSIS OF THE SUSTAINABLE FASHION PRACTICES.

Sustainability has become an urgent issue due to the fashion industry's acknowledged role in social inequality and environmental deterioration. This study looks at the supply chains of well-known companies like Patagonia, Adidas, and UNIQLO to figure out how cultural values and traditions affect their commitment to environmental sustainability. The research project also looks at consumer behavior and public knowledge levels in relation to sustainable fashion and international trade in various cultural contexts. The research attempts to assess the applicability of theoretical frameworks to actual supply chain activities while taking into consideration the cultural aspects of the USA, Germany, and Japan. For instance, customer preferences for apparel that is made ethically and sustainably vary between cultures, which affects the demand for sustainable goods. Additionally, official rules and laws have a big impact on how sustainable activities are promoted or discouraged, which impacts how trade flows internationally