This paper goals to discover a set of institutional, organizational, and particular person drivers of and obstacles to the mixing of sustainability into the company technique of a European textile and clothes (T&C) firm. The methodology relies on a case research of the exemplar VAUDE, a family-owned sustainable outside clothing store firm. The outcomes are in accordance with institutional principle and stakeholder principle as a theoretical framework explaining why corporations cope with sustainability. The decided drivers rely on coherence in any respect ranges of research, i.e., institutional, organizational, and particular person. The obstacles discovered are of an institutional and organizational nature solely. The findings current vital sensible implications for different T&C corporations that search to combine sustainability into their company technique and for the T&C business to create a sustainability-friendly atmosphere to drive extra corporations to grow to be sustainable. It additional helps T&C corporations in figuring out potential obstacles, figuring out easy methods to overcome them, and efficiently integrating sustainability into their company technique. To conclude, the outcomes recommend that it solely works if sustainability is strongly built-in into the company technique and deeply anchored in all departments and day by day duties of a T&C firm.
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