Abstract
Organisations are currently adjusting their value chains to take account of consumer demand for sustainable development. They are also responding to new understandings of sustainability in textiles and branding for consumers in a globalised world. This paper analyses and discusses the evolution of a global textile pipeline into the concept of global citizenship, in which individuals evaluate the international consequences of their local behaviour. Aiming to analyse the awareness and general understanding of consumers in regards to sustainability within the apparel industry a systemic multi-worldview field research was carried out between 2014 and 2016. To do this, three sets of semi-structured interviews were developed: one for the members of the BAFTS (British Association for Fair Trade Shops and Suppliers), one for the Marketing and Membership Coordinator of this body, and a third one to a three sustainable companies not associated to BAFTS (establishing a control group). Confronted with Sachs’ five sustainable dimensions framework the interview results were analysed, as well as future implications.
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