The purpose of the thesis is to reveal and address macro-environmental sustainability problems in thefashion industry. A qualitative research approach was used to reach the purpose. Throughout the empirics, theexisting literature was studied, and two case studies were carried out. The one about Hennes and Mauritz isbased on secondary data by using its sustainability report, and in the other case, primary data were obtainedabout Ekovaruhuset, an ecological fashion company, through a face-to-face interview. It was found that thefashion industry has a significant environmental impact and often violates the fair labour practices throughout itssupply chain. The root causes of the unsustainable operation are the labour-intensity, water and chemicalintensity throughout the fashion supply chain, and the lack of political and legal regulations in the producingcountries. These problems can be addressed by careful sourcing, and higher control over the cotton growers,fabric mills and suppliers. In addition, using and developing eco-friendly raw materials, like organic cotton, andfabrics reduce the environmental impact. It can be concluded that there is much room for sustainabledevelopment in the fashion industry, but there are corporate social and environmental responsibility endeavoursfrom both small and big companies.

La presente investigación tiene como finalidad determinar cuáles son los potenciales factores que influyen en el Comportamiento de Compra de Moda Ecológica de los millennials en Lima Moderna como estrategia competitiva de los econegocios de moda en el año 2020. El diseño a emplear para la investigación es no experimental, de corte transversal simple y de alcance explicativo. Adicional a ello, se emplea el enfoque cuantitativo como metodología para la recolección de datos; esté último se da a través de la aplicación de encuestas con el propósito de analizar los resultados obtenidos de la relación de las variables de estudio. Asimismo, la confiabilidad del instrumento se evalúa mediante el alfa de Cronbach, el cual es de 0.807 para la variable “Moda Ecológica”, y para la variable “Factores que influyen en el Comportamiento de Compra del Consumidor” es de 0.811. Por otro lado, de una población estimada de 453,012 habitantes millennials en Lima Moderna, se delimitó por medio del método de muestreo probabilístico estratificado una muestra de 384 millennials. Y según el análisis de la contrastación de hipótesis a través de la prueba Chi Cuadrado, se infiere que, los factores que influyen en el comportamiento de compra de Moda Ecológica de los millennials en Lima Moderna son potenciales para la Estrategia Competitiva de los Econegocios de Moda en el año 2020. / This research aims to determine what are the potential factors that influence in the purchase behavior of ecological fashion for millennials in Modern Lima as a competitive strategy for fashion eco-businesses, by 2020. The research design is non-experimental, cross-sectional simple and explanatory scope. In addition to this, the quantitative approach is used as a methodology for data collection, which is given through the application of surveys in order to analyze the results obtained from the relationship of the study variables. Likewise, the reliability of the instrument is evaluated using Cronbach's alpha, which is 0.807 for the variable “Ecological Fashion”, and for the variable "Consumer buying behavior" it is 0.811. On the other hand, from an estimated population of 453,012 millennial inhabitants in Modern Lima, a sample of 384 millennials was delimited by means of the stratified probabilistic sampling method. And according to the analysis of the hypothesis testing through the Chi Square test, it is inferred that the factors that influence the buying behavior of Ecological Fashion for millennials in Modern Lima are potential for the Competitive Strategy of Fashion Eco-businesses in 2020. / Tesis

El presente trabajo de investigación colocó a prueba todos nuestros conocimientos adquiridos durante el tiempo que duró la carrera, este proyecto radica en crear una idea de negocio innovadora, sustentable y viable. Los resultados de nuestras encuestas se pudieron analizar e identificar que existe un porcentaje de la población que presenta problemas de encontrar prendas amigables con el medio ambiente, muchas de ellas asisten a las tiendas por departamento de la cual no encuentran vestidos de algodón orgánico. Por tal motivo, surge Eco Vestidos, una idea de negocio que se basa en elaborar y comercializar vestidos 100% orgánicos y vender a través de su página web. Para desarrollar el actual proyecto se cuenta con un equipo de trabajo femeninas con los talentos y cualidades adecuados para cumplir nuestros objetivos y metas. Este proyecto logra cumplir los objetivos estratégicos propuestos, porque se obtiene una rentabilidad promedio anual de 17.59% y un adicional un VPN de S/1,130,953 expresados en término del año cero para todos los que financian este proyecto. Finalmente, por una inversión de S/96,041 en este proyecto, se obtiene una rentabilidad promedio anual de 14.47% y adicionalmente se obtendrá S/1,317,110 expresado en término del año cero para los cuatro inversionistas. Finalmente, el proyecto asegura una participación de mercado del 20% a partir del quinto año con una utilidad aproximada de del 15% de las ventas. Afirmando así, que es un proyecto viable. / This research work put our knowledge acquired during the time of the race to the test, this project lies in creating an innovative, sustainable and viable business idea. The results of our surveys could be analyzed and identified that there is a percentage of the population that has problems in finding environmentally friendly clothes, many of them attend department stores for which they do not find organic cotton dresses. For this reason, Eco Dresses arises, a business idea that is based on developing and marketing 100% organic dresses and selling through its website. To develop the current project, we have a female team with the appropriate talents and qualities to meet our objectives and goals. This project manages to meet the proposed strategic objectives, because an average annual profitability of 17.59% is obtained and an additional NPV of S/1,130,953 expressed in term of year zero for all those who finance this project. Finally, for an investment of S/96,041, an average annual return of 14.47% is obtained and additionally S/1,317,110 will be obtained, expressed in term of year zero ´for the four investors. Finally, the project ensures a market share of 20% from the fifth year with a profit of approximately 15% of sales. Affirming thus, that it is a viable project. We can also say that it is a sustainable business over time, for several main points: one is the type of material to use, fashion and, lastly, e-commerce channel. / Trabajo de investigación