Exploring Small Fashion Retailers' Green Efforts in Supply Chain Management and Coping Strategies During COVID-19

Abstract

Few studies have investigated the engagement of America's small businesses in sustainability. The purpose of this study was to explore the current business model of small fashion retailers, target customers, product distribution channels, sources of revenue, and green efforts in supply chain management based on the Six-R framework. This study also investigated the impact of the COVID-19 pandemic on small fashion businesses. Qualitative data were gathered through in-depth interviews of owners/employees of four small fashion retailers. Interview findings revealed that small fashion retailers implemented green supply chain practices through recycling, reusing, and reducing. Findings indicated that cost and limited resources challenged the retailers in making green efforts. The results suggest small fashion retailers can improve sustainability engagement by re-designing, recovering, and remanufacturing products in the operational and manufacturing processes. COVID-19 pushed the retailers to deal with their problems in new and creative ways.