Sustainability is increasing in importance nowadays and Sweden is one of the most sustainability- focused countries in the world. Environmental sustainability is considered to be a key factor for business growth and companies incorporate this aspect in their brand marketing strategies. The purpose of this study is to get a broader understanding of the field of environmental sustainability work in connection to brand equity in Sweden. The main contribution of this study derives from studying how companies work with environmental sustainability to improve brand equity from a company’s perspective in Sweden. A qualitative approach was chosen, which included semi- structured interviews with seven companies that operate in Sweden. This paper develops an analytical model in order to analyse the findings from the interviews. The findings suggest that companies can work with environmental sustainability to improve their brand equity in Sweden by using strategies and practices that fit the company. It is important to consider the local context of Sweden, the market demands and requirements of its stakeholders and adopt a holistic approach in order to improve brand equity. Companies can choose to incorporate environmental sustainability work as an add-on to their brand or base the core of the brand around their work.

In the last two decades a drive for sustainable fashion emerged, grew and ultimately failed. In its beginnings the boom of green fashion and the saturation of labelled so-called sustainable garments, followed by the realization that most of the labelling did not hold any consistency behind it, overwhelmed consumers and made them immune to the effects of green marketing. This occurred because of the approach the fashion industry took regarding the topic. They needed to sell their products no matter what, and if a green tag with a recycling logo and a “green is the new black” motto would help them, they would embrace it. However, after several scandals and inquiries about the validity of the sustainable claims advertised, consumers grew rapidly disappointed and eventually unconcerned, falling back into their usual consumption habits without regard for ethical and environmental aspects. Nevertheless, once uncovered, the issues emerging from the production of garments could not be hidden once again, and companies were then required to take regulatory measures in order to mitigate the effects of the industry, if only to satisfy the general public’s knowledge and perceptions of the brands. As is well known this is not yet standard procedure and the ideal scenario for sustainable fashion production is still a road that continues on, but a small battle was won in the sustainability agenda and corporate social responsibility is nowadays common practice within large enterprises, again, if only for the sake of their stakeholders view. The truth, however, proves to be that this is not enough. Of the main environmental issues caused by clothing, not production, but use and consumption proved to be the most critical points in the larger picture. The amount of water, energy and waste created by laundering alone poses one of the biggest threats to the sustainable fashion notion, as well as the ever increasing textile waste in landfills. These issues are related entirely to each individual user and their actions, but the endeavor of making the large public aware of this issue is being undertaken by several, relatively small enterprises both private and public that don’t seem to be succeeding according to the studies. The public is not going to voluntarily wake up and undertake the quest for consuming and disposing sustainably unless they become aware first of their actions, and are given enough infrastructure to do so. This thesis concentrates on the problematic of consumer awareness regarding both use and disposal phases as well as the existing or possible solutions that help mitigate the devastating effects on the environment clothing is causing nowadays. / Program: Master programme in Fashion Management

This exploratory study is a first attempt to translate the Indian cultural context from a socio-cultural, and legal perspective by identifying the values attributed to Indian textile craftsmanship by Indian textile and fashion stakeholders, and how their perspective is influenced by the global recognition and perception of Indian textile crafts and connotation of “Made in India”. At the same time the study investigates the meaning of “sustainability” in the Indian cultural context, in relation to textile craftsmanship, and how this relates to the Western concept of “sustainability”. Through field research in conjunction with a series of in-depth unstructured interviews, this study reveals that Cultural Sustainability is the dominating narrative in the Indian cultural context due to the prevalence of culturally embedded sustainability practices and the role of textile craftsmanship in sustaining livelihood, being a unique exercise of positioning Indian textile craftsmanship within a framework of cultural heritage as a valuable source of knowledge for sustainable practices in the fashion and textile industry. Unique about this study are the India-centric approach combined with the ethnicity of the subjects interviewed - who are, without exception, Indian nationals, whose work, voice and reputation are shaping India's contemporary textile craft -sustainability narrative (being referred to as the “Indian textiles and fashion elite”) and the framing of traditional craftsmanship from a legal perspective, introducing the notion of legal protection of traditional textile knowledge and traditional cultural expressions.

Companies in the EU face increasing challenges and pressures, especially with regulatory requirements like CSRD demanding significant responses. Integrating sustainability through strategic CSR can effectively embed sustainable practices into core operations. This study provides a rare integrative understanding by considering industry, resource, and stakeholder perspectives. Semi-structured interviews with employees in sustainability roles for 1-2 years in SMEs and large EU companies reveal internal and external drivers pushing companies towards sustainability, highlighting whether they adopt a proactive or reactive stance. Findings indicate that external drivers, such as regulatory mandates and stakeholder expectations, are significant catalysts for sustainability, emphasizing the importance of compliance and reputation. Internally, resource allocation and organizational culture are crucial, balancing financial considerations and fostering a sustainability-oriented mindset among employees. Companies with a stronger sustainable culture perceive internal drivers as more influential, aligning with a proactive CSR strategy. Additionally, the study highlights the critical role of stakeholder engagement in driving effective sustainability strategies. Companies that actively engage stakeholders and prioritize their needs demonstrate a higher commitment to sustainability, leading to enhanced reputational benefits and long-term value creation.

This study explored the barriers and enablers of collaboration within circular supply chains in the textile industry, focusing on the Malmö and Copenhagen regions. Through a qualitative case study approach, the research analyzed stakeholder engagement, technological integration, sustainable practices, policy support, and economic considerations. Data was collected via semi-structured interviews with key stakeholders, providing insights into the complexities of transitioning to circular economy practices. The findings emphasized the critical role of proactive stakeholder involvement, technological advancements, and supportive policies in fostering collaboration and sustainability. The study contributed to both theoretical understanding and practical applications, offering a robust framework for promoting circular economy initiatives in the textile sector.

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The aim of this study is to analyze the innovative forces that influence a university for the donation of environmental sustainability practices, from the perspective of institutional theory. To reach the proposed objective, a questionnaire was applied about environmental education with 97 closed questions, adapted by Freitas (2013) and answered by the sustainability department from Universidade Federal da Fronteira Sul (UFFS). Data were tabulated in Excel software treated quantitatively using descriptive statistics. The results show that the innova- tion forces that influence UFFS comes from the internal and external and are motivated by coercive isomorphism (36,56%) and normative isomorphism ( 36,56%) and by mimetic isomorphism (26,88%). Denoted thus, that the institution adopts the environmental sustainability practices influenced predominantly by legislation and professional, instead of imitating legitimized practices between Higher Education Institutions - (HEIs). These results are similar to findings from national and international studies on environmental sustainability in HEIs, which definesas incipient in the segment. / El objetivo de este estudio es analizar las fuerzas innovadoras que influyen en una universidad para que adopte prác-ticas de sostenibilidad ambiental desde la perspectiva de la teoría institucional. Para lograr el objetivo propuesto, se le dio a la Dirección General de Sostenibilidad de la Universidad Federal del Sur de la Frontera (UFFS) un cuestionario, adaptado de Freitas (2013), sobre educación ambiental, con 97 preguntas cerradas. Los datos fueron tabulados usando Excel y analizados cuantitativamente mediante el uso de la estadística descriptiva. Los resultados demostraron que las fuerzas innovadoras que influyen a la UFFS provienen del entorno interno y externo, y está motivada por el isomorfismo coercitivo (36,56%), el isomorfismo normativo (36,56%) y el isomorfismo mimético (26,88%). De modo que la institución ha adoptado las prácticas de sostenibilidad ambiental preponderantemente influenciada por la legislación y profesionalización, en lugar de imitar las prácticas establecidas entre las Instituciones de Educación Superior (IES). Estos resultados son similares a los resultados de estudios nacionales e internacionales sobre la sostenibilidad ambientalen las IES, que las definen como nuevas en el tema. / O objetivo deste estudo é analisar as forças inovadoras que influenciam uma universidade para a adoção de práticas de sustentabilidade ambiental, sob a perspectiva da teoria institucional. Para o alcance do objetivo proposto, aplicou-se um questionário sobre Educação Ambiental com 97 questões fechadas, adaptado de Freitas (2013) e respondido pelo departamento de sustentabilidade da Universidade Federal da Fronteira Sul (UFFS). Os dados foram tabulados no software Excel e tratados de maneira quantitativa por meio de estatística descritiva. Os resul- tados demonstram que as forças de inovação que influenciam a UFFS advêm do ambiente interno e externo e é motivada por isomorfismo coercitivo (36,56%), isomorfismo normativo (36,56%) e por isomorfismo mimético (26,88%). Denota-se assim, que a instituição adota as práticas de sustentabilidade ambiental influenciada preponderantemente pela legislação e profissionalização, ao invés de imitar práticas legitimadas entre as Instituições de Ensino Superior (IES). Estes resultados se assemelham aos achados de estudos nacionais e internacionais sobre asustentabilidade ambiental em IES, que a definem como incipiente no segmento.

Rapid growing population, urbanization, climate change, decreasing agricultural production, and soil degradation causes massive challenges for food production and supply chain in Southeast Asia, especially in urban areas. A sustainable food production and supply chain system is needed to produce and supply food for Southeast Asia urban areas. One potential solution to those challenges is introducing vertical farming. Vertical farming can produce high-quality crops locally and sustainably by reducing water and land use, decreasing pesticide use, reducing carbon footprint, and growing plants in any climate. This research aims to identify the current status of vertical farming startups in Southeast Asia, investigate the existing challenges and available opportunities in the Southeast Asia vertical farming industry, and analyze the sustainability practices and sustainable business model innovation implemented by Southeast Asia vertical farming startups. A literature review of vertical farming business typology, business model innovation, and sustainable business model innovation is used to create theoretical frameworks in this research. This research is an exploratory multiple case studies research with a qualitative method. The data in this research is collected through interviews with founders and managers from 10 vertical farming startups in Southeast Asia. The interview data is analyzed using vertical farming business typology, business model framework, and sustainable business model innovation archetypes. The research outcomes indicate that the vertical farming industry in Southeast Asia is an early growing industry, and Southeast Asia vertical farming startups are considered as early growing startups with small capital and small teams. Despite existing financial, operational, and market challenges, Southeast Asia vertical farming startups have considerable opportunities to grow with their effort to develop their vertical farming business into a more sustainable business by conducting various sustainability practices and adopting sustainable business model innovation. / Snabbt växande befolkning, urbanisering, klimatförändringar, minskad jordbruksproduktion och markförstöring orsakar enorma utmaningar för livsmedelsproduktionen och försörjningskedjan i Sydostasien, särskilt i stadsområden. En hållbar livsmedelsproduktion och försörjningskedja behövs för att producera och leverera mat till Sydostasiens stadsområden. En potentiell lösning på dessa utmaningar är att införa vertikalt jordbruk. Vertikalt jordbruk kan producera högkvalitativa grödor lokalt och hållbart genom att minska vatten- och markanvändningen, minska användningen av bekämpningsmedel, minska koldioxidavtrycket och odla växter i alla klimat. Denna forskning syftar till att identifiera den nuvarande statusen för vertikala jordbruks-startups i Sydostasien, undersöka de befintliga utmaningarna och tillgängliga möjligheter i den vertikala jordbruksindustrin och analysera hållbarhetspraxis och hållbar affärsmodellsinnovation som implementerats av vertikala jordbruks-startups. En litteraturgenomgång av vertikal jordbruksverksamhetstypologi och hållbar affärsmodellsinnovation används för att skapa teoretiskt ramverk i denna studie. I detta examensarbete tillämpas en kvalitativ forskning med flera fallstudier. Data samlas in genom intervjuer med grundare och chefer från 10 vertikala jordbruks-startups i Sydostasien. Intervjudata analyseras med hjälp av typologi för vertikal jordbruksföretag, ramverk för affärsmodeller och arketyper för hållbar affärsmodellsinnovation. Resultaten indikerar att den vertikala jordbruksindustrin i Sydostasien är en tidig växande industri, med tidigt växande startups med litet kapital och små team. Trots befintliga ekonomiska, operativa och marknadsmässiga utmaningar har vertikala jordbruks-startups i Sydostasien stora möjligheter att växa med sina ansträngningar att utveckla sin vertikala jordbruksverksamhet till en mer hållbar verksamhet genom att bedriva olika hållbarhetsmetoder och införa hållbar affärsmodellsinnovation.