Today, demonstrating a product's environmental compatibility is a crucial factor in brand positioning and stimulating consumer purchase enthusiasm, as ecological challenges have become a global concern for policymakers and stakeholders.The fashion industry has significantly contributed to environmental issues; therefore, this study aimed to identify eco-friendly components within the fashion sector.Utilizing a deductive content analysis and a comprehensive literature review of 'sustainable fashion' both in Iran and globally, the core components and indicators were identified to develop a research questionnaire.Data were gathered from 110 apparel experts in Isfahan province.Additionally, semi-structured interviews were conducted with seven key industry activists to assess the feasibility of implementing sustainable fashion in Iran.The results indicated that variables related to raw materials, production processes, product maintenance and consumption significantly influence the components of eco-friendly fashion.Furthermore, the study revealed deficiencies in the recycling and packaging cycles within Iran's fashion industry.Finally, the research identified cultural infrastructure, legal requirements, economic foundations, and technological/process engineering as the primary pillars for establishing a sustainable fashion industry within the Iranian context.
Hanzaei et al. (Fri,) studied this question.