Signalling sustainability: drivers, types of signals and methods a comparative study between certified and non-certified companies within the UK sustainable fashion sector

摘要: The reasons and ways by which sustainability is signalled to stakeholders have changed over the years. absence of a common framework urges companies act individually in discovering most suitable signals that covey their engagement with strategy. This study explores mechanisms that create connection between signal fundamental value it represents, process identified as fit. also focuses on for signalling investigates types methods adopted by private companies general context sustainable fashion industry in particular. Qualitative research was used including observation, unstructured exploratory discussions, semi-structured interviews twenty-four companies. The participant were grouped into two clusters: certified non-certified, depending their official certification status regarding practices. It shown set signalling environment four underlying drivers: strategic, legitimacy, market, owner drivers. Companies send out of: manufacturing processes, transparency and sustainability core part corporate identity. These are integrated marketing mix. clusters are revealed have similarities and differences content structure signalling, this led development “signalling model”. model explains concludes outcomes the two company can be different even though starting points are characterized similar drivers; achieve fit gain positive outcomes, non-certified do not. reality widely affects signalling sustainability structures whole environment. This extends current CSR literatures identifying drivers, types behind sustainability. It identifies which homogeneous relevant impact private a small scale.