Sustainable Fast Fashion is a Three-Body Problem

In a recent study, Professor Mehmet Gumus learned that consumers are reluctant to pay more for sustainable clothing. This creates a conundrum for fast fashion companies. Sustainable manufacturing is expensive, so firms want to know their investment will be worth it. But, if they’re going to succeed, major stakeholders will have to join forces to make an impact.Gumus believes companies, consumers, and public institutions can work together to help fast fashion change fast. He joins us on the McGill Delve podcast to talk about how.--Professor Gumus' study: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=4866873Our website: delve.mcgill.ca--This episode of the McGill Delve Podcast was hosted and edited by Eric Dicaire. Saku Mantere is McGill Delve's editor-in-chief. He also produced all the original music in today's episode.McGill Delve is the official thought leadership platform of McGill University’s Desautels Faculty of Management. Subscribe to the Delve podcast on all major podcast platforms, including Apple podcasts and Spotify, and follow Delve on LinkedIn, Facebook, Twitter, Instagram, and YouTube. Hosted on Acast. See acast.com/privacy for more information.