Supporting user resource stewardship with sufficiency-based circular business models: Exploration within the European fashion industry

To answer the sustainability challenges of the textile industry, deemed to be one of the largest industries causing significant environmental and social harm, a transition towards circular economy has been called for. Despite the efforts to implement sustainable business approaches, the industry is far from being circular. To tackle the root cause behind the negative environmental impact caused by the industry, a new paradigm shift towards sufficiency has been suggested. Sufficiency-based circular economy emphasises strategies aimed at consumption-side changes to reduce environmental burden, by implementing business models focusing on circular strategies of refuse, reduce and rethink. With this extended abstract, we will contribute to advancing the discourse around sufficiency, by exploring the interplay between sufficiency based circular business models and user resource stewardship. As a method, a multiple case study approach is utilised. The research is done by conducting semi-structured interviews with 13 micro and small companies in four European countries. The represented sufficiency-oriented business models in Finland, Denmark, Romania and Spain include fashion rental, second hand, made-to-measure, zero waste, remake and refurbish, upcycling, local production and customization. The investigated business models embody local solutions, such as localised value chains and targeting local, geographically specific markets. The preliminary results show that the companies operating with sufficiency-oriented business models aim at a more comprehensive societal behaviour change and impact, by supporting a bottom-up collaborative approach between consumers and local businesses. Empowering individuals to play a more active role for the benefit of the environment is a central target for the business models.