Search

The fashion industry is one sector that generates the most pollution globally due to the overproduction generated by the high demand for products. From its production to the end of its life cycle, it is negatively impacted by chemicals, water pollution, and solid waste; often, workers are exploited, and the likelihood that their health is affected in the long term. New entrepreneurs have emerged seeking to reduce the environmental impact, provide decent work, and offer sustainable alternatives for fashionable market niches, which is the reason why this paper analyzes the theory of sustainable paths for entrepreneurship associated with fashion, and in addition to that, brings real cases that aim to reduce the impact of the fashion industry by providing sustainable fashion products.

Year by year, the waste footprint has been increasing significantly; thousands of tons of waste generated by various industry sectors is already bringing irreparable changes in the world. One of the principal industries that produce these effects is the fashion industry, which used to follow a traditional linear fashion promoted by marketing where consumption by demand becomes a “necessity.” However, this perspective has been changing, where the final consumer nowadays is more conscious about the process and the negative aspects that fast fashion means for the environment and the social aspect. This current chapter analyzes the aspects that the fashion industry generates, such as economic, environmental, and social impact, and the solution that provides the fashion and textile circularity for the sector with practical cases being implemented.

This study aims to outline the influence of Environmental Attitude (EA) in Purchase Intention (PI) and Purchase Behavior (PB). The Theory of Reasoned Action (TRA) was extended by adding Environmental Concern (EC) and Perceived Environmental Knowledge (PEK) as EA predictors. A total of 396 responses from Peru were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). In the findings, Environmental Attitude acts as a mediator between Environmental Concern and Perceived Environmental Knowledge, and Purchase Intention. Additionally, this actual interrelationship results in a positive relationship with Purchase Behavior. Subjective Norms were not an essential predictor of Purchase Intention, which validates previous studies. Our findings suggest that Peruvian consumers prefer sustainable clothing because they are concerned with and aware of current environmental issues. Consequently, their attitude is shaped based on environmental concern and perceived environmental knowledge, resulting in an increasing intention to buy sustainable clothes, which are aimed at reducing environmental impact. The research findings may support the marketing and selling strategies of firms to show that their brands are green and can generate more interest in current and future customers. The novelty is based on using the partial least squares structural equation modeling (PLS-SEM) technique.

The tension between the United States and China has not ended, despite the lengthy negotiations carried out in 2019 to appease differences and decrease protectionism over the technology industry, since the trade war was producing devastating consequences for both powers and international trade. The resurgence of tension is due to two main factors, such as mutual accusations about who is to blame for the origin of COVID-19 and the use of the new 5G mobile technology by Chinese companies like ZTE and Huawei. We developed an in-depth analysis of the consequences on international prices of the technology industry and international trade due to the reappearance of the trade conflict between China and the United States. This analysis will be carried out through the application of economic theories. There is greater distrust in the technology sector, and this produces a variation in the price of the technology industry. Likewise, according to Marshall’s law of demand and supply, this effect can be explained more accurately;since there was a lower demand for technological products, the digital industry will have to lower its prices to generate income. © 2021 by Emerald Publishing Limited.

Since the COVID-19 pandemic arrived, various options have been created to export products, with the creation and development of startups becoming a viable and significant option. Previous research has described the influence of competitive business advantage on international performance. However, the novelty of the current research was to evaluate the influence of the company’s capabilities, through the competitive advantage of the company as a mediator in international performance. The study was based on the responses of 200 active startups in Peru. The PLS-SEM technique was utilized with the company’s capabilities linked to internationalization processes as independent variables, as well as market intelligence, product innovation, and pricing. The mediating variable was competitive advantage, and the dependent variable was international performance. It was found that all three capabilities influenced competitive advantage and, ultimately, international performance. It was concluded that competitive advantage does not act as a mediator between pricing capabilities and the international performance of startups. Moreover, it was determined that competitive advantage acts as a mediator between two of the three assessed capabilities: market intelligence capabilities and product innovation capabilities. The results were supported by the reflective and formative evaluation of the results obtained through the applied technique. These results could help create better programs to promote startups interested in internationalizing and exporting products.