Minskar klädföretags miljöbelastning vid strategiskt arbete mot returer?

Abstract

Returns constitute a significant problem within the fashion industry, where the increasing popularity of fast fashion bought online contributes to a higher number of incorrect purchases. These returns result in high levels of carbon emissions, partly because clothing production is largely fossil-fuel based, and partly because returned clothes often do not reach a new customer. The purpose of this study is to examine how strategic and preventive efforts to reduce returns can lower companies’ carbon emissions and to evaluate whether this is a prerequisite for more sustainable consumption. The study is based on a mixed-method approach, combining qualitative interviews with quantitative analysis of sustainability data from companies in the industry. The results indicate that strategies such as improved product descriptions, size guides, return fees and analysis of return reasons are central to reducing returns. Furthermore, unsustainable consumption patterns, such as incorrect purchases because of fast fashion, contribute to increased return volumes. Reducing returns can therefore lead to decreased overproduction and reduced carbon emissions. The study concludes that at more personalized shopping experience and greater size consistency can reduce incorrect purchases, while customer behaviour also needs to change through increased awareness. To enable this companies must also adapt their strategies in line with EU directives under the European Green Deal.