Socio-environmental practices in the fashion-consumption-sustainability relationship

The aim of this study was to analyse how socio-environmental practices foster the fashion-consumption-sustainability relationship and what the impacts are on business as perceived by the managers of companies operating in the fashion segment. A descriptive qualitative study was carried out using multiple cases in five organisations operating in Belo Horizonte. Data was collected through semi-structured interviews treated using content analysis. The results show that the impacts of the relationship analysed are perceived directly in terms of brand reinforcement and media return, and indirectly in terms of the variation in increased consumption.